Marstrands Kurhotell | isabelleaxelsson

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Marstrands Kurhotell
Hedin Mobility Group

The brief

Marstrands Kurhotell, an old hotel with a lot of history, had some trouble getting guests. This is how the scope started to get them a social media strategy, a search engine marketing strategy, and some website updates.

My role

My job was to re-design the website and create banners for SoMe and DV360. We hade a little– to no budget.

The team

Isabelle Axelsson - Design / SEO

Fabian Zeiton – Digital Marketing Specialist

The website before

The scope

Marstrands Kurhotell's website revealed several issues.

Unlike competitors offering year-round packages, it relied on repeat business from conference and summer guests.
The site had a 78% bounce rate, with the booking CTA hidden in a hard-clickable menu.
Additionally, poor page speed led to Google deprioritizing the site in search rankings, further reducing its visibility.
They didn't use social media, Google Ads, Booking.com, or any other source of marketing

The wireframes

This is in our second meeting, when we showed them some a quick dummy of suggestions for the website (lo-fi wire frames)

Target audiences

The target audience for Marstrands Kurhotell includes conference attendees and summer vacationers seeking a seaside retreat of course! But we wanted to make the most out of it.

The target audience for Marstrands Kurhotell includes conference attendees and summer vacationers seeking a seaside retreat. More specifically, it caters to:

Couples looking for a weekend getaway from their hometown.
Conference guests wanted to enjoy Marstrand during their free time.
Friends planning to celebrate holidays like Midsummer, Christmas, and New Year's Eve on the island.
Friends interested in learning how to fish for lobsters.
Families planning to explore Marstrand Island and Karlstens fästning.