Website Redesign Wild Morocco: Case Study

Website Redesign Wild Morocco – A Website Built Around the Visitor Journey

A travel website has an important job. It needs to inspire confidence, showcase destinations, organise a large amount of information and guide visitors towards making an enquiry. When Wild Morocco approached Aurora Digital, the existing website no longer reflected the quality of the holidays the business provides. This case study explains how a carefully planned website redesign improved the structure, usability and management of the website while laying stronger foundations for future enquiries and organic search visibility.

Understanding the Business

Wild Morocco specialises in tailor-made holidays and tours for independent travellers looking to experience Morocco beyond the traditional package holiday. With a wide range of destinations, itineraries and travel experiences available, the website plays a central role in helping visitors explore their options before getting in touch.

Emily wanted the new website to better represent the business while making it easier for potential customers to discover suitable tours and submit an enquiry.

Why the Previous Website Needed to Change

The previous website had gradually become more difficult to manage as new tours and content had been added over time. Visitors faced an inconsistent experience when moving between different pages, while the navigation made it harder than it should have been to locate specific types of holidays.

The redesign project focused on several key objectives:

• Modernise the appearance of the website
• Improve mobile usability
• Simplify navigation
• Build stronger SEO foundations
• Increase enquiry opportunities
• Make the website easier to update
• Better showcase the variety of Moroccan tours

Rather than treating the project as a visual refresh, we reviewed how visitors moved around the website and where improvements could be made to support better decision making.

Planning a Clearer Website Structure

One of the largest parts of the project happened long before any pages were designed.

Together with Emily, we reviewed the existing content, tour categories and navigation to create a clearer information structure. With a large collection of tours available, visitors needed a straightforward way to browse different experiences without feeling overwhelmed.

The revised structure makes it easier for users to:

• Browse tour categories naturally
• Compare different holiday options
• Discover related tours
• Find important travel information
• Reach enquiry points with fewer clicks

This planning stage also supported the wider SEO strategy by creating a logical hierarchy that search engines can understand more effectively.

Read more about our approach to Website Design: https://www.auroradm.co.uk/website-design/

Creating Consistent Tour Pages

A significant improvement across the website was introducing a consistent structure for every tour page.

Previously, layouts varied between tours, meaning visitors often had to spend time locating important information each time they viewed another holiday.

The new page templates provide a familiar experience throughout the website. Visitors can quickly understand:

• What each tour includes
• Who the experience is suitable for
• Key itinerary information
• Related travel options
• How to make an enquiry

Consistency reduces unnecessary friction. Visitors can focus on comparing holidays rather than learning how each page works. It also reinforces trust by presenting information in a predictable and organised way across the entire website.

Modernising the Design Around the Visitor

The visual redesign was guided by usability rather than appearance alone.

Larger photography now plays a more prominent role in communicating the experience of travelling through Morocco, while generous spacing and improved typography make longer pages easier to read across desktop, tablet and mobile devices.

Navigation was simplified to reduce the number of decisions visitors need to make, helping them move naturally between destinations, tour categories and enquiry opportunities.

Clearer calls to action are positioned throughout the website to encourage visitors to enquire once they have found the right holiday, rather than relying on a single contact page.

These changes create a smoother journey from initial browsing through to making contact, helping the website better support the enquiry process.

For further guidance on website usability and accessibility, the Nielsen Norman Group provides excellent research and practical advice.

Improving SEO While Protecting Existing Search Visibility

Redesigning an established website requires careful planning. While improving the structure and content is important, it’s equally important to preserve the search visibility the website has already built over time.

As part of the project, I carried out keyword research to better understand how potential travellers search for holidays in Morocco. This informed the website structure, page hierarchy and content, helping create a stronger foundation for future organic visibility.

The SEO work included:

• Keyword research
• SEO-friendly page URLs
• Optimised page titles and meta descriptions
• Improved heading structure
• Internal linking between related tours and destinations
• Schema markup where appropriate
• SEO-optimised images
• Destination-focused content improvements

One of the most important technical tasks was implementing 301 redirects. Because many page URLs changed during the redevelopment, redirects ensured that both visitors and search engines were automatically sent to the correct new pages. This helps retain existing SEO value and avoids broken links after launch.

Rather than chasing quick wins, the objective was to create a website with a logical structure that supports long-term search performance. For information on our SEO services click here.

Making the Website Faster and Easier to Manage

The new Wild Morocco website was developed in WordPress using a structured approach that makes ongoing management much simpler.

Instead of relying on complex page builders for every update, the website uses Advanced Custom Fields (ACF) to organise important content into clearly defined editing areas. This allows Emily to update tour information through straightforward content fields while maintaining a consistent layout across every page.

The benefits of this approach include:

• Faster and more consistent content updates
• Cleaner page layouts
• Reduced editing complexity
• Better long-term maintainability
• Improved website performance

Alongside the redevelopment, the website also benefited from several technical improvements, including:

• WordPress redevelopment
• Website hosting migration
• SSL security
• Website backups
• Security enhancements
• Performance optimisation

Each improvement contributes to a website that is easier to manage behind the scenes while providing visitors with a smoother browsing experience.

Performance and Image Optimisation

Travel websites depend heavily on photography. Images help visitors imagine the experience long before they make an enquiry, but they can also become one of the biggest causes of slow loading times if they are not prepared correctly.

Wild Morocco has an extensive library of destination photography, so image optimisation formed an important part of the redevelopment.

Every image was carefully prepared to:

• Maintain visual quality
• Reduce unnecessary file sizes
• Improve page loading speeds
• Support image SEO
• Deliver a better experience on mobile devices

Combined with broader performance optimisation, these improvements allow visitors to browse image-rich tour pages more efficiently while helping search engines access the content more effectively.

My Reflections on the Project

One of the most rewarding parts of this project was working closely with Emily to rethink how visitors experience the website.

We spent a considerable amount of time planning the structure of the site, its categories and the relationships between individual tours before any design work began. That planning has resulted in a website that makes it much easier for visitors to find the type of Moroccan holiday they’re looking for and continue exploring related travel experiences.

I’m also particularly pleased with the improvements in website performance. Wild Morocco has a fantastic collection of travel photography that deserves to be showcased properly. By creating an SEO-optimised image library and improving how those images are delivered, the website now presents Morocco more effectively without compromising the visitor experience.

Client Feedback

The success of any website project is measured by whether it meets the client’s objectives and creates a better experience for their customers.

Emily shared the following feedback after working together on the redesign:

“I was recommended to collaborate with Neil at Aurora Digital by a mutual friend, and it’s been a wise decision. Neil is passionate about what he does and really takes time to understand his clients’ businesses.

We’ve worked together for 12 months in reshaping my new website and making it more user- and SEO-friendly. Neil has brought some fresh ideas for design and functionality to the site, and for advertising our product.

Neil’s a real professional to work with. No request is too much trouble, even when working across different time zones!”

Emily, Wild Morocco.

Why Structure Matters for Travel Websites

Travel businesses often have dozens—or even hundreds—of tours, destinations and supporting pages. Without a clear structure, visitors can quickly become overwhelmed, making it harder for them to compare options and decide which experience is right for them.

This project reinforced an approach I apply to every website I build. Good website design is about more than appearance. It starts with understanding how people search, how they explore information and what they need before they’re ready to enquire. When content, navigation and calls to action work together, the website becomes a more effective part of the wider enquiry journey.

If you’d like to learn more about our approach, visit our Website Design service page.

Project Highlights

• Complete website restructuring
• Consistent tour page templates
• Mobile-responsive redesign
• WordPress development with ACF
• SEO improvements and 301 redirects
• Performance and image optimisation
• Simpler content management
• Stronger enquiry journey

• Website Redesign Wild Morocco
• Modern website design
• Travel Company Website Redesign

The Wild Morocco project demonstrates that a successful travel company website redesign involves much more than updating the visual design. Careful planning, structured content, clear navigation, technical optimisation and consistent page layouts all contribute to a website that is easier to use, easier to manage and better equipped to support future enquiries. By focusing on the complete visitor journey, the new website provides a stronger foundation for both user experience and long-term search visibility.