The Challenge

Despite a central location and reputation for excellence, the Parliament House Hotel in Edinburgh was battling to drive traffic to the website and improve sales online. In order to improve website traffic and increase online conversions, they needed a smarter, warmer, more user-friendly website.

In other words, they needed a complete website and content overhaul.

Desktop monitor with an old, outdated website

The Solution

  • A new colour palette introduced warmth to the website.
  • A revolution slider added movement and modernised the site.
  • Updated feature boxes on the homepage highlighted promotions and seasonal offers.
  • I created an interactive “Edinburgh Guide” that allowed new and existing customers to plan and enjoy a better holiday.
  • Context boxes on the “Special Offers” helped customers get to the crux of the offer quickly and easily.
  • New images, simple headlines and engaging copy enlightened, excited and informed customers about visiting Edinburgh and the various offers available.
  • And to keep Special Offers top of mind, I added a “Special Offers” carousel to the bottom of every page.

The Results

Over a period of 6 months, we were able to see a massive increase in engagement, usability and (most importantly) revenue Y-o-Y.


% Increase: Avg. Time on Page


% Decrease: Bounce Rate


% Increase: Page Value


% Increase: E-commerce Conversion Rate


% Increase: Transactions


% Increase: Revenue

Let's Chat!

If you'd like to get in touch, see some more of my work, collaborate or innovate, give me a call or pop me a message.