Flagship case study · Van Country
Rebuilding a booking site around the decision, not the inventory
A site rebuild plus paid rework that moved direct bookings 83% and ad conversion 2.1×.
Figures confirmed in writing by Van Country.
Situation
Van Country had inventory, traffic and an ad budget. What it did not have was a site that helped anyone decide.
The old build led with the fleet — a grid of vehicles, specs first. Visitors who had never done this before could not tell which van suited their trip, so they bounced to marketplaces that made the choice for them, and the business paid a commission on its own demand.
Diagnosis
The part that decided everything else. Prospects recognise themselves in constraints, not in triumphs.
The site was organised around what the business owned instead of what the visitor was trying to work out.
Nobody wakes up wanting a specific van. They want a specific trip to go well. Restructure around the trip and the vehicle choice answers itself.
The paid account had the same problem in miniature: every keyword pointed at the same generic landing page.
The system
Built in sequence. Each piece assumes the one above it is settled.
Website
Rebuilt around trip type and party size, with the fleet as the answer rather than the question.
Booking flow
Fewer steps, clearer availability, direct-booking incentive made explicit against the marketplaces.
Paid
Campaign structure matched to the new page architecture — intent keyword to matched page, never to the home page.
Automation
Enquiry-to-booking follow-up automated so no request sat overnight.
Result
Direct bookings rose 83%. Google Ads converted at 2.1× the previous rate against the same creative budget.
What’s next
Seasonal campaign support and continued conversion work on the booking flow.
Similar situation?
We will look at yours the way we looked at Van Country’s — the constraints first, the pretty part last. Thirty minutes and you leave with the first move, whether or not we make it together.