Located at the end of a winding Vermont country road, on the shores of Lake Champlain, Basin Harbor Club is the antithesis of a big, bland hotel: It’s an escape from the everyday – a personal touch, set onto 700 acres of active tranquility and 74 unique cottages, no two alike. A destination unto itself, Basin Harbor Club effortlessly straddles the line between elevated summer-camp nostalgia – a place to make memories and where you’ll always feel at home – and a modern-vacationer’s take on the lakefront good life.
Although Basin Harbor Club has a sterling reputation for classic Vermont pursuits, excellent amenities, spacious cottages and rooms, and lakefront dining, they were getting lost online among the state’s ever-growing roster of vacation options. The challenge: Break through the noise and create a space for the resort to stand out from the crowd and showcase its unique offerings, without relying solely on paid search.
O’Rourke worked with Basin Harbor Club to better understand their demographic and resort experience. From there, we conducted a systematic, targeted search engine optimization (SEO) campaign, designed to improve online visibility and increase organic online revenue through better brand and amenity awareness. In other words, we optimized the resort’s website not only to attract travelers already aware of the brand, but also to target families, active vacationers, and others who sought the Basin Harbor Club’s brand of resort experience.
With an emphasis on engaging content and by targeting high-traffic keywords like “family friendly Vermont vacations,” we were able to drastically improve organic (unpaid search) online visibility for the Basin Harbor Club. The most telling metric: The resort registered a 31% increase to their organic revenue.