Sarova
EVG advised on and rewrote the content for all six of Sarova’s UK websites. They also rewrote website launch material, booking and pre-stay emails, and packages for the online Sarova Store. EVG has written fresh content for wedding brochures and advises on social media, localization and outreach.
The Client
Sarova Hotels is an independent company with four hotels and two spas in the UK, plus a sister company in Kenya. www.sarova.com
Challenges
Having invested heavily in renovating their hotels, Sarova wished to “renovate” their fixed-width, static and outdated websites. Piece-by-piece updates had led to an inconsistent style and difficult navigation. The website content was not well optimized for search engines. Independent hotel chains do not have the resources of large chains and online travel agents (OTAs). The competition is fierce, and best practices in user experience are changing all the time.
Solutions
EVG developed a consistent tone of voice for Sarova’s websites and marketing materials, revamped content with the needs of the target audience in mind, and improved organic traffic and conversion rates. The new content was written in collaboration with Sarova’s website designer, Oncotton, who developed a user-friendly, image-rich and responsive website design based on WordPress and Bootstrap.
- The Rembrandt’s website served as a testing ground for both the sitemap and the tone of voice. This allowed Sarova staff to tweak and approve the style before the other sites and content were developed.
- Both the sitemap and the content are tailored to each property’s unique features and selling points.
- The content is written with user searches in mind, as per the latest best practices in SEO. There is no keyword-stuffing.
- The tone of voice echoes what guests experience in the hotels and spas: simple, informative, warm and friendly.
- All content is written with non-native English speakers in mind.
- Content is tailored to what guests want to know – not just what the hotel wants to tell them.
- The websites include useful information about attractions, restaurants and walks in the area surrounding the hotel. This helps guests and also attracts organic search traffic.
The Numbers
Increased online revenue – up to 60–70% in the last quarter of 2014.
Increased organic traffic – up to 56% in the last half of 2014.
Increased website visits – a 15–36% year-on-year rise for all hotels.
Impact
