Case study

C&N Marinas: Multi-lingual Website Design and CRM Integration

Background

Camper & Nicholsons is a well established and prestigious International Marina business specialising in marina development. They attract a broad audience ranging from medium sized boat owners to luxury superyachts - both audiences looking to rent or buy berths in one of C&N's many marinas. The core objective was to build a multi-lingual on-brand website that would attract diverse audiences and generate leads allowing C&N Marinas to build a quality database of their prospects and customers.

Solution

Initially, FIFO based the architecture combining best practice SEO web design with user-centricity - encouraging with right users to land at the appropriate landing page either from search engine results pages (SERPS) or directly. From a design perspective, much effort was made to convey the prestigious brand values but equally to distinguish between superyachts and small to medium sized boats in order not to alienate either audience. 

Technically, the website was built using MODx Content Management System (CMS) with a multi-lingual enhancement allowing C&N staff to manage English and multi-lingual content easily. MODx was configured in a such a way to allow individual marinas to have permission to edit only certain sections of the website. MODx was also chosen to allow C&N better SEO control over on-page optimisation including metadata and in particular internal link building.

Other technology included integration with Maximizer CRM system allowing the capturing of all leads and enquiries for future interaction. Real-time weather and stock market information was also provided via XML feeds. Finally, Flash-based slideshows for each marina were integrated into MODx to allow for easy content management.

FIFO also provided SEO copywriting services ensuring that all content was search engine friendly.

Results

C&N Marinas reported a significant up-lift in the number of leads generated as well as conversion rates only one month after launching the website. As a result of this, they are a planning to roll-out up to an additional four European languages in the near future.

It goes without saying, they are delighted with the results!

If you would like to learn more about this project or FIFO's website design and CRM integration services, please call Jonathan Saipe on 0845 680 1236 or email us.

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