When Basecamp Resorts first started working with us they had just 5 properties and each had their own website along with the main brand having its own website. Each website was designed with varying user interfaces and experiences that were not fully mobile optimized. This quick growth that resulted from investors, created a disconnected and off-brand web experience for guests and didn't match their long term growth goals. Customers also had to click through to an off-site booking page in order to reserve their room, which lowered their overall trust in the booking experience.

During our working relationship, they grew to 13 plus active properties in their portfolio, many of which were acquired and rebranded. This presented its own unique challenge as the updates made to those brands over time caused confusion and low visibility about the acquired properties and the parent brand to customers and across search engines like Google. There was also a lack of search engine optimization in the design structure, content and code which lowered the website health scores and Google's trust.

Another unique challenge presented by the growth of the company's diverse portfolio of properties was the differences and similarities between property collections causing confusion to guests. The final challenge communicated by the customer was the lack of available detailed information about each and every room type, amenity, and offer across all properties. This was a result of the lack of features of the web platform they had chosen and the lack of a centralized content hub.

Our first step was unifying the web experience of Basecamp Resorts into a single, global website that could grow with the company. We built a custom website on the Webflow platform because of its customization opportunities and ease of use for the client. This platform allowed us a deep set of features to build whatever we could dream up. By uniting the properties into a single web experience we helped increase brand awareness of Basecamp Resorts' diverse portfolio and lowered overall web costs.

Our next move was developing a highly customized Content Management System (CMS) to handle every imaginable detail related to property information. This scalable infrastructure offered us the opportunity to provide incredibly detailed information and a rich user experience on the front end. Specifically, the creation of tertiary pages like Room Details and Amenity Details presented customers with information about any room type or amenity at any property, easing load on the reservations and customer support teams. This change also increased brand reputation amongst guests by easing any frustrations or unmet expectations about inaccurate or assumed room or amenity details. The customized CMS structure also served Basecamp Resorts in matching their rate of portfolio growth by centralizing and systematizing the information required for a new property, ultimately decreasing the turnaround time to ship a new property's website.

We also gave the client access to "The Editor" a tool from Webflow to manage the CMS from the front end. This allowed Basecamp's various teams access to update and manage the smallest content detail about a resort or hotel without having to access the master design files, risking accidental changes.

Next, was web design. We set out to build a responsive consistent design system to unify the brand and properties. These similar design components and website structures decreased user rage clicks from a lack of understanding how to navigate the website. By developing the website with correct heading structures and optimizing the content for the user we were able to increase the website's overall health score and its visibility on Google. The addition of unique property collection elements like color helped differentiate each type from the others increasing awareness of the breadth of the property portfolio and what to expect from your stay. By templating the property pages we decreased the time to ship updates to design elements or new components. In order to streamline the users booking experience we created a custom booking script and embedded it into each property page. Based on the limitations of the off-site booking software, the on-site script allows customers to input their potential reservation dates and then redirects them into the booking software. That unique user interface increased user trust leading to more first-party bookings.

Our final step was creating custom schema markup code for each property written to teach Google in its own language about each property. Ultimately, this reconciled the rebranded properties by connecting the previous and current property names.

We created a beautiful, robust, and scalable website design and infrastructure to accentuate the brand and portfolio of a fast growing hospitality startup. The creation of a branded design system and a customized Content Management System has and will serve the Basecamp Resorts team in unifying brand decisions and centralizing content. This has all led to an increase in site health, Google visibility, brand awareness and sales.