+44%
Course Bookings
across intro and progression programmes
+63%
Membership Enquiries
from organic and direct sessions
+91%
Non-Brand Visibility
for tracked climbing-intent terms
The challenge
The venue has broad appeal, but broad appeal can create navigational overload when first-time visitors and experienced climbers land on the same estate.
Important commercial actions such as memberships, courses, and family sessions needed clearer separation and stronger on-page guidance.
Discovery relied too heavily on brand familiarity instead of fully capturing non-brand demand around climbing, taster sessions, and indoor activities in Edinburgh.
What changed
Membership and course enquiries improved because users found the correct route faster and encountered less choice paralysis.
The site gained stronger reach for non-brand intent instead of depending primarily on existing awareness.
Digital performance became easier to evaluate against real commercial actions rather than generic page popularity.
Strategic workstreams
Restructured programme pathways to distinguish beginner, family, and committed-climber intents more clearly.
Improved landing-page relevance for non-brand search themes around indoor climbing and bookable experiences.
Sharpened CTA sequencing so visitors could move more confidently from discovery into a specific bookable action.
Why this engagement matters
Commercial clarity beats channel noise.
This study is representative of how Strathmark approaches digital advisory: diagnose first, tie decisions to commercial consequences, and fix the structural blockers before adding more activity on top. It is not about making dashboards look busier. It is about making demand easier to win and easier to convert.
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