01
Research & strategy
Business model, audience behaviour, competitive landscape, SEO history. Every later decision had a commercial reason.
Case study
UK · Morocco Brand · UX · build · SEO
Nomadic Tours. A simple rebuild, instant gains.
A family-led Morocco tour operator with thirty years behind them. The website no longer told their story — and quietly blocked a CRM migration. We rebuilt it without losing a single ranking.
01 · The numbers, posted upfront
Modernised without wiping the rankings.
+50%
Organic traffic
SEMrush, four weeks post-launch.
+175%
Top-3 rankings
Keywords ranking in positions 1–3.
+12%
Search clicks
Google Search Console, all queries.
0 → 2
AI Overviews
Citations in Google's AI Overview block.
02 · The challenge
An older story the business had outgrown.
The site had become tired and restrictive. The team could add tours and basic copy, but creating new pages or adjusting layouts still required outside developers — every small change came with friction.
A new CRM (TAS Solutions) needed clean integration: clear 'Book Now' routes, a usable Dates & Prices view, a tailored enquiry flow.
And under all of it: a previous rebuild had triggered a serious drop in Google visibility. Protecting existing rankings and traffic wasn't optional. It was foundational.
The brief, in one line
A site they could own, trust, and grow with — without losing what was already working.
03 · The approach · four phases
Slow down before speeding up.
02
Brand evolution
Refined the existing logo. Kept palette and type so trust and familiarity carried forward — cleaner, more contemporary.
03
UX & IA
Restructured around how travellers actually decide. Tour pages now answer: where, what's included, cost, when.
04
Conversion
Removed hesitation. Dates & Prices easy to find, CTAs repeated as users scroll, enquiries simplified to match how the team qualifies.
04 · Before / after
Same business. Different platform.
Homepage — before
Homepage — after
Before
- Tired UI, restrictive CMS
- Outside developer required for every change
- Risk of repeat SEO drop
- Booking flow bolted on, not native
- Mobile experience trailing desktop
After
- Mobile-first, fast, current
- Team adds tours and pages without developer time
- SEO protected through migration
- Native CRM integration to TAS Solutions
- Dates & Prices above the fold
05 · The results, in detail
More visibility. More clicks. No drop.
- Search impressions+4.8%Showing up more often in Google. The rebuild didn't hurt visibility.
- Search clicks+12%More travellers landing direct — opportunities that don't go through OTAs.
- Search CTR+7%Earning more clicks from the same impressions. Stronger relevance and titles.
- Organic traffic (SEMrush)+50%Confirmed by a second source four weeks post-launch.
- Top-3 keyword rankings+175%Roughly 2.75× more keywords ranking in the most-clicked positions.
- Total ranking keywords+11%Wider footprint across Morocco and tour-related queries.
- AI Overviews citations0 → 2Newly cited inside Google's AI Overview block.
- Other SERP features0 → 1First appearance in a featured-snippet style placement.
Sources: Google Search Console, SEMrush. Four-week post-launch window. Permission and exact dates pending operator sign-off before public release.
“We wanted a rebuild without the risk. Colin was clear, organised, and made the whole process feel safe — especially around SEO. It's a proper upgrade, without the drama. ”
Mark Stallwood
Founder · Nomadic Tours
06 · What's next
A strong website isn't the finish line. It's basecamp.
We now run a consistent organic-demand programme for Nomadic Tours: content expansion, digital PR, off-site authority building, and a content plan designed to reduce platform dependence over time.
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