What Is Thanyapura Phuket
Thanyapura Health & Sports Resort in Phuket. Created to help everyone optimise their potential. To live a more fulfilling life through education, mind management, health and sport.
Their three-dimensional approach to coaching pays equal regard to the development of the body, mind and soul. Benefiting from world-class facilities, wide open spaces in a peaceful environment and pace-setting coaches of their respective disciplines.
They also provide an extensive range of health and wellness treatments from their onsite medical centre. Thanyapura have their own full time, on-site medical staff. With state of the art facilities to provide health services which focus on a total solution for your body and mind.
What Was Required
The original website consisted of over 800 pages of content, split between pages, articles and events. Plus even more content tucked away inside PDF’s and images. In a word it was ‘confusing’. We needed to re-organise and restructure the content to simplify the offering improve readability and aid navigation.
- Identify Primary Services
- Simple Intuitive Navigation
- Introduce Lead Generation
- Clear Communication
- Leverage Content Marketing
Biggest Potential: Even in it’s original state the site attracted a lot of visitor traffic. But with an absence of any CTA’s or a clear sales funnel any content marketing efforts were falling by the way-side.
What We Did
With such a short turnaround time and with Thanyapura having a team of content writers and in-house photographers. Our focus was to create a solid content foundation and structure. One they would be able to build upon as they continue to add content into the new design.
Pages layouts were carefully crafted to be visually appealing and easy to scan through quickly. Using contrasting fonts and colours, even image size guides for specific content areas ensure the site is as beautiful to look at as it was informative.
- Utilised the home page to introduce the 5 core features of Thanyapura.
- Used a simple 8 point navigation for ease of use across multiple devices.
- Added a new dynamic CTA’s to link article content to highly relevant offers and promotions. To activate content marketing efforts and direct visitor traffic.
Under the hood
- Cleaned the database to a fraction of it’s original size improving speed and reliability.
- Removed out of date, duplicate or junk pages.
- Cleaned hundreds of obsolete re-directs causing site load delays.
- Organised content management sections to replace static page markup.
- Created and re-assigned category structure for articles and classes.
Content Marketing Strategy
Ensuring content is easy to find and structuring it in a way that helps search engines define what each section and page represents was hugely important to the re-design. But the biggest leap forward is their new ability to use a Dynamic Call To Action across articles (old and new). Health articles can promote the latest health packages and triathlon articles can promote upcoming training camps or sign up for nutritional advice.
There is no better way to generate long lasting high quality traffic but CTA’s were a vital missing piece of the content marketing strategy. The key is to ensure the CTA matches the article content and the needs of the reader. Dynamic CTA’s made this not only possible but really easy.
The End Result
All the long hours and sleepless night paid off. It’s a testament to our attention to detail that there wasn’t even a blip in site traffic during the transition process. Over the next few weeks we kept a close eye of the analytics results.
So far Google has indexed over 2,000 pages and retained key sitelinks on google. On a recent followup a month after launch – year on year visitor traffic is up and bounce rates are down.
Thanyapura continue to update and maintain their site via their own in-house team. We look forward to seeing them go from strength to strength.