Case Study:

Doornkop Website: Boosting Direct Bookings

Client:
Country:
Loved working with the team! Besides their positive and awesome attitude, they are always ready to assist and have driven our project objectives in every way possible. Would recommend them to anyone any day!
Marisa Lensink
Marketing Manager

About the Client

Doornkop Fish & Wildlife Reserve is a serene getaway nestled in the rolling hills of Mpumalanga, South Africa. Offering a blend of fly fishing, wildlife encounters, and outdoor adventures, it’s a haven for families and nature enthusiasts.

Their team partnered with Digitlab to improve their website so they could attract more visitors and encourage direct bookings through their own platform rather than relying on third-party services.

The Objective

Doornkop Fish & Wildlife Reserve recognised the opportunity to evolve its digital presence and grow its guest community online. The goal was to elevate the booking experience and reflect the beauty of the destination from the first click.

Their key objectives included:

  • Enhancing Online Presence: Create a website that captures the tranquillity and adventure of the reserve while improving ease of navigation.

  • Driving More Bookings: Increase online reservations.

  • Expanding Reach: Use SEO to grow visibility among families, nature lovers, and weekend adventurers.

 

“Our goal was to encapsulate Doornkop’s essence—a digital detox in nature—into an online experience that resonates with potential guests and drives engagement.”

— Lead Designer, Digitlab

Design Concept & Aesthetic Direction

The Doornkop Fish & Wildlife Reserve website was designed to be more than just a digital brochure — it’s an immersive experience that reflects the serenity, adventure, and charm of the destination.

We used high-impact visuals and full-width layouts to evoke the sense of space and escape that Doornkop offers. Each page was built to transport visitors — from misty fly-fishing mornings to wildlife-viewing from a private veranda — allowing them to picture themselves there.

Smart Booking, Seamless Experience

Booking is no longer a barrier – it’s part of the journey. The Profit Room engine was embedded into the site, offering real-time availability, secure checkout, and a smooth user path to reservation – all with zero redirects. User experience was streamlined to support fast decision-making.

The booking call-to-actions are visible and intuitive, with clear pathways whether users are browsing on desktop or mobile. Page load speeds were optimised to reduce drop-off and improve mobile performance, critical for guests researching on the go.

Optimised for Speed and Discovery 

  • SEO Strategy: Centered on keywords as well as the site including cornerstone content pages for accommodation, activities, and local attractions. 
  • Local SEO: A fully optimised Google My Business profile and consistent online listings elevate visibility in high-intent local searches. 
  • Media Handling: Images were compressed and tagged for performance to ensure fast load speeds and improved searchability. 

Final Takeaway

A well-executed digital strategy, rooted in understanding the client’s unique value proposition, can significantly enhance online presence and drive business growth. For Doornkop, showcasing authentic experiences and facilitating user engagement were pivotal in attracting and converting their target audience.

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