Setting the Right Foundation from the Start
When Felipe Vancelette contacted us for a new website, he had a clear objective: build momentum as quickly as possible. Felipe understood that the key to generating bookings in a competitive marketplace (especially as a startup) means creating a strong digital presence as quickly as possible. Startups are generally invisible within a Google search and Felipe wanted to help accelerate La Zona’s presence on Google’s search results page. Ensuring his website was well-optimized was his first priority.
Of course, Felipe wanted a great design that would be eye-catching and to work with a team that understood skydiving – so we ticked all the right boxes. The fact that James La Barrie has been to Puerto Rico more than 30 times (he used to travel there from Antigua as a boy to see an orthodontist) made this project a great match.
Building a Story Brand
Most skydiving websites in the world today all tend to say the same thing because they all offer the same thing: tandem skydiving, AFF, and pages dedicated to experienced jumpers. In other words, many dropzone websites tend to highlight the “what”, but not necessarily the “who” behind the organization. We feel this is a very important component particularly in a marketplace where there are a lot of choices. If everyone looks the same, how can the consumer tell the difference between one dropzone and its competitors? Because most drop zones only showcase what they offer, the consumer usually makes the decision of where to jump based on proximity and price. In order to overcome proximity and price, we try to build trust with the end-user by humanizing our clients’ brands by sharing the owner’s story and their “why” in the website design. This is what we did for La Zona. Felipe and his partner Francisco are proud Puerto Ricans and we wanted that to come across in both the design and using some nuance that their local audience would recognize as authentic.
The Elements of the Design
Design – We put a lot of thought into highlighting the greatest value propositions for La Zona: their incredible views and their story.
User Experience: Utilizing data gathered across more than 40 drop zones around the world, we developed a layout based on what the typical tandem client is looking for when coming to a DZ’s website. A clear call to action and access to pricing can’t be missed within moments of landing on La Zona’s home page.
Professional Copywriting – It’s difficult to write about yourself and it’s uncommon to know how to write for SEO, so our professional copywriter wrote all the copy for the site. Having conducted client interviews and research, we weaved the “what”, “who” and “why” together into a fluid narrative.
SEO – The site has been optimized for the most commonly searched keyword terms for those seeking adventure experiences and skydiving in Puerto Rico.
Proximity Map: We’ve utilized a custom map to showcase La Zona’s location in proximity to the major towns and cities in Puerto Rico while highlighting their oceanfront location in Humacao.