The Labourdonnais Website Redesign

The Challenge 

As the business transitioned from an establishing phase into consolidation, the existing website failed to support this shift. Destination brand, corporate identity, and sub-brands were mixed into a single digital space, creating confusion, keyword dilution, and zero conversion logic.

The challenge was to transform the website into:

• A clear brand and SEO hierarchy

• A conversion-oriented customer journey

• A measurable performance channel

• A scalable foundation for future digital growth

The Process

1. Digital Audit & Strategic Reframing

The project began with a digital audit analysing business evolution, channel fragmentation, and digital maturity. The website was repositioned from a communication asset to a core growth and acquisition platform, aligned with consolidation-phase business objectives.

2. Brand Architecture → Conversion Architecture

Corporate content was separated from the destination brand to restore clarity and SERP relevance. Core B2C services were structured into intent-driven clusters:

• Experience

• Dine

• Shop

• Health & Wellness

• Work

• Careers

Each sub-brand was given narrative context, SEO relevance, and a clear conversion pathway (booking, enquiry, reservation).

3. Content, UX & Visual Authority

Content was gathered internally and rewritten in English and French, with a focus on customer journey flow, CTA placement, and readability.

Given outdated visuals, I initiated a full photo bank strategy — defining visual concepts, leading production, and curating imagery to support brand perception, engagement, and conversion.

4. Analytics, SEO & Performance Foundations

Post-launch, the focus shifted to digital governance and performance intelligence.

With over 54 communication channels, I introduced Looker Studio as a centralised performance layer, enabling data-driven decision making across SEO, social, email, and owned media.

The website was structured to support:

• Long-term SEO and SERP visibility

• Search intent capture through content clusters

• Reduced dependency on paid acquisition

• Future CRO experimentation

Outcome / Results

• +53% increase in organic traffic acquisition

• Improved engagement across service pages

• Increased demand for:

  • Château ticket bookings

  • Event enquiries

  • Restaurant reservations

  • Private rentals and services

• Clear visibility into channel attribution and user behaviour

Reflection / Takeaway

I approach digital as a business system, not a communication layer.

My focus is on aligning brand architecture, performance marketing, data intelligence, and operational readiness — ensuring that digital initiatives do not just attract attention, but sustain growth, reveal constraints, and prepare organisations for their next phase of maturity.

This project demonstrated that a website is often the first true test of an organisation’s digital maturity. By strengthening structure, performance visibility, and conversion logic, the website revealed the next constraint: the absence of CRM, ERP, and loyalty infrastructure to sustain growing demand.

The website did not conclude the digital journey — it exposed the roadmap for scalable growth, revenue optimisation, and long-term customer value.