CASE STUDY
Deerhurst Resort
Overview
When it was time to redesign Deerhurst Resort’s website, the marketing team knew they needed the impossible—a more targeted way to cater to its very generalized audience. To compound the challenge, Content Workshop’s Web Studio had to create sites for two other resorts that fit within the larger web ecosystem while maintaining unique brand identities.
Problem
Serving Multiple Audiences with Distinct Needs
Deerhurst Resort needed a website capable of attracting a broad audience, and then guiding various user types—families planning vacations, event planners coordinating retreats, and business travelers—to the offerings most relevant to them.
The existing site was not structured to funnel these diverse groups to the information or booking paths they needed most, making the information gathering and booking processes more difficult than needed and possibly leading to lost business.
Solution
Content Workshop Web Studio began with a full audit of Deerhurst’s site architecture and analytics. Using this research, the team:
- Mapped distinct user paths for each major audience, minimizing friction and confusion
- Rebuilt the RFP and corporate event booking process for simplicity and clarity
- Developed modular page templates to highlight amenities, venues, and experiences
- Implemented a flexible WordPress theme that could scale across multiple properties but retain unique branding and content for each
One key insight was the importance of Deerhurst’s corporate getaway offerings. The new site architecture makes these packages highly visible—improving search rankings for event-related queries and making the submission process for proposals straightforward.
Results
On Time, On Budget, and Built for the Right Audiences
The Deerhurst Resort project demonstrates how Content Workshop Web Studio applies practical research and design thinking to real-world hospitality challenges. The result is a digital experience that makes it easier for every kind of visitor to find what they need—and for the resort team to deliver on their promises.
Content Workshop Web Studio delivered a site that met every project milestone and budget parameter. The new digital experience offers:
- Clear navigation for every visitor, from families to corporate event planners
- Improved booking efficiency and better presentation of Deerhurst’s wide-ranging amenities based on persona interests
- Streamlined backend processes for resort staff, thanks to thoughtful system integration
- Consistent, professional branding across all pages and user journeys
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