About the Company
Southern Explorations is a travel company specializing in Latin American destinations. Their team of experts is passionate about exploring, guiding, studying and experiencing the destinations they offer, so they can help customers build custom itineraries for their dream adventures.
Objectives
- Improve the overall aesthetic and user experience, and make the site more engaging
- Improve site architecture and navigation to improve the mobile user experience
- Develop advanced filters for browsing their many itineraries
- Drive conversion of site visitors into contacts and customers
- Build on SEO foundations to increase search engine traffic and drive future growth
- Implement a fully responsive solution backed by WordPress CMS for easy content management
Prototyping
Southern Explorations has a long-standing history of travel industry excellence, and needed their website to live up to that reputation. The biggest challenge was always going to be the massive volume of content relating to their itineraries.
We needed a strong information architecture to map all of the necessary content relationships that would help people move through the site. Taxonomies and post types were a critical hidden part of the site’s frontend success.
Style
The redesign was a great opportunity for a light refresh of the site’s look and feel. Increasing the size and use of gorgeous travel photos was a given. We also added more earthy tones to their palette, and increased the use of bright, bold colours to evoke the vibrancy of Latin American countries. The angularity of the new typography is both structured and adventurous.
Bringing it All Together
The new Southern Explorations website is an exciting visual experience, and a testament to their credibility and expertise. But most importantly, it’s also incredibly easy to browse and search. We engineered new, advanced filters for our Refoundry site builder product during the course of this project, giving travellers a straightforward interface for the many taxonomies that organize the itineraries.
Built by Refoundry
Refoundry is a low-code site builder plugin created by Forge and Smith’s owner, Shawn Johnston, and our team of engineers. We’ve been building all of our websites on it since late 2022. It empowers our clients with total creative freedom in WordPress, and the ability to more easily grow and scale their sites.
See the Finished Site
Go explore the full website, then come back to discover more of our work!
