Case Study: Strategic Website Redesign

african insight academy

African Insight Academy is an eco-educational travel company based in South Africa. For over 24 years, the company has been facilitating and managing wildlife and conservation-focused field trips to South Africa for international universities, colleges and schools.

The Project Brief

Create a new, user-friendly and strategic website aligned with African Insight Academy’s vision to become world-renowned for offering incredible, once-in-a-lifetime wildlife + conservation educational-travel experiences in South Africa.

Problems with the existing website

The company’s old website used a standard WordPress template. The design looked cheap and didn’t function correctly. The website structure and copy were confusing and misleading. African Insight felt ashamed to send people to the website. In short, the website was an embarrassment that wasn’t working for the business.

The Solution

Creating an aligned, results-driven website that works for the business, not against it

This project started with 3 in-depth strategy consultations to learn more about the business and its target audiences;  define clear goals and user flows for the new website.

This project included website copywriting, which made it imperative to gain a deep understanding of who the business served and how.

We also helped the business with search engine optimisation and email marketing, setting up various mailing list opt-in forms across the website and creating automated welcome sequences. Other key features of this build included an internship application form; video embeds; and strategic marketing guidance throughout the website creation process.

African Insight Academy
Contact-Page

Client Review

“After 24-years in business and numerous websites finally we have a website that is really working for us, reflects our business and we are proud of it. Megan took the time to really understand the business’ vision and values and has captured this perfectly. The website was launched in mid-May 2020. Despite our industry (international tourism) being one of the hardest hit by COVID-19, within a month of launching the website we had our first big sale. Seamless integration between the website, social media platforms, as well as backend automation, has resulted in vastly increased engagement with our target market resulting in quality sales leads as well as value adds to our existing clients. The feedback from our current and new clients as well as business partners has been fantastic. Since the launch of the site, Megan’s commitment to ongoing support and introducing new innovative ideas has not stopped. It really does feel like Megan is part of our team.”

- Andrew Anderson, CEO, African Insight Academy

the end result speaks for itself

We have built African Insight Academy a strategic + user-friendly website that is helping this business thrive in the digital space.

Since launching the new website, the business’s search engine ranking has improved globally. The business has seen an increase in global intern inquiries + applications, plus their mailing list subscriber base continues to grow and generate brand awareness, build relationships and increase lead generation.

Nutmeg continues to work with this inspiring business in a number of ways, including website management + maintenance; SEO + content marketing consulting and monthly Google Analytics reporting.

VIEW THE WEBSITE LIVE HERE.