Overview
Shop Getaways quickly outgrew their original small website. As their advisor team and partner relationships expanded, the original handful of pages couldn't tell the full story or rank for the searches their ideal clients were actually running. We rebuilt the site from the ground up with a larger, content-rich architecture — dedicated landing pages for each destination region and each service line — giving Shop Getaways a real platform to grow their audience and convert it into qualified cruise and vacation inquiries.
Services delivered
- Website Redesign & Information Architecture
- Destination & Service Page Content Strategy
- Travel Industry SEO
- Lead Generation & Quote Funnel
- Mobile-Responsive Design
- Partner & Advisor Showcase
The problem
Shop Getaways' original site was small — fine when they launched, but it became a ceiling on the business sooner than expected. The site couldn't represent the full range of destinations and services they were selling, and it couldn't compete in search for the queries their best clients were running.
- Outgrowing the Original Site. The first site was a compact brochure. As the advisor team grew and more cruise-line partnerships came online, there simply weren't enough pages to represent what the business actually offered.
- Missing Search Surface Area. Without dedicated destination and service pages, the site couldn't rank for region- or service-specific queries — the exact searches that high-intent travelers run before contacting an agency.
- Competing With Online Booking Giants. Going head-to-head with major OTAs requires content that demonstrates real expertise per destination and per trip type, not a single generic services page.
- Showcasing the Advisor Team. Shop Getaways' edge is its advisors and partner network. The original site didn't have the room to give either the visibility they deserved.
- Concentrating Lead Capture. The old site offered limited entry points into the quote process. We needed a structure where every page could become a starting point for a quote request.
Shop Getaways needed a website that matched the size and ambition of the business it had become — one that could grow their audience instead of capping it.
Our solution
We replaced the original site with a larger, structured platform purpose-built to grow Shop Getaways' audience and convert it:
- Content Architecture Built to Scale. Where the original site had a single services page, the new site has a Services hub with six dedicated service-line pages, plus a Destinations hub branching to eight region-specific landing pages. Each page is its own opportunity to rank, educate, and convert.
- Destination Pages With Real Depth. Europe, Caribbean, Alaska, Japan, Mediterranean, Australia, Arctic & Antarctica, and South Pacific each get a dedicated page — with relevant imagery, trip considerations, and a clear path to request a quote. This is the surface area the original site never had.
- Service-Line Pages That Convert. Cruise Planning, Resort Vacations, Honeymoon & Celebrations, Custom Itineraries, Group Travel, and Transfer Your Cruise each have their own page — so a visitor searching for a specific service lands on something that actually matches their intent.
- Quote Funnel Anchored Across the Site. Every destination page, every service page, and the homepage feed into a single Request a Quote flow. The result is a much wider top of funnel without fragmenting the booking process.
- Advisor & Partner Showcase. Dedicated room to feature the advisor team and the partner network. Visitors can see who they'll be working with and which cruise lines and brands stand behind the recommendations.
- Mobile-First, Fast, and Visual. A polished, mobile-first design with strong destination imagery — built to load quickly even with the larger page count, so search performance and user experience scale together.
The process
- 01
Audit of the Original Site
We started by understanding why the existing site had stopped scaling with the business:
- 02
Information Architecture
We designed a structure that could grow with the business instead of being outgrown by it:
- 03
Content Development
We wrote and produced page-specific content rather than generic boilerplate:
- 04
Design & Build
We built a polished, fast site that matches the value of the trips Shop Getaways plans:
- 05
Launch & SEO Foundations
We launched the redesign with the SEO groundwork in place to actually grow traffic:
Outcomes
The redesign turned the website from a constraint into a growth surface for the business:
- 8 regions
- 8x More Destination Surface Area
- 6 services
- 6 Service Lines, Each With a Dedicated Page
- 8x More Destination Surface Area. Eight dedicated destination pages — Europe, Caribbean, Alaska, Japan, Mediterranean, Australia, Arctic & Antarctica, and South Pacific — replacing what was a single mention on the original site. Each one is its own ranking and lead-capture opportunity.
- 6 Service Lines, Each With a Dedicated Page. Cruise Planning, Resort Vacations, Honeymoon & Celebrations, Custom Itineraries, Group Travel, and Transfer Your Cruise each get a focused page — so search intent actually matches the landing experience.
- A Site Built to Keep Growing. The new architecture is templated. Adding a new destination, service, or partner is a content task — not a redesign. Shop Getaways now has room to keep expanding without outgrowing the site again.
- Quote Requests From Every Page. Every destination and service page funnels into the Request a Quote flow. The top of the funnel is dramatically wider than what the original site could support.
- Credibility That Matches the Trips. A polished, professional design with deep partner and advisor showcases — appropriate for clients booking high-value cruises and once-in-a-lifetime trips.
- Mobile-First, Performance-Tuned. Despite the much larger page count, the site is fast and fully responsive — so the audience growth strategy and user experience reinforce each other instead of trading off.
We've had an incredible experience working with TJ at Visser Analytics. His turnaround time is impressively fast, service is genuinely friendly, and he's always quick to adapt and make updates as needed. He was able to bring our vision to life easily for Shop Getaways.
Diana Bigby , Owner , Shop Getaways