Asylum Ghost Tours
Asylum Ghost Tours is a renowned attraction that immerses visitors in the haunting history of one of Australia's most iconic locations.
Established eight years ago by Geoff and Dawn, the tours have grown from a single offering to a variety of ghost, paranormal, and history experiences, welcoming tens of thousands of tourists to Beechworth each year.
Their commitment to delivering exceptional, spine-tingling adventures has earned them a reputation as leaders in the industry.
Sector: Tourism & travel, Entertainment, Education & history
Discipline: Branding, SEO, Website Design
Despite their success, Asylum Ghost Tours needed a website redesign. The old site was causing confusion for customers trying to book and find tour information, leading to increased admin work for the owners and underutilising the traffic it was getting.
While bookings were good during both off-season and peak season, we knew we could do even better.
The first step we took was creating a new site structure and map.
This was part of our branding strategy process, which we go through with all our clients. We collaborated closely with Geoff, Dawn, and the team to gather insights about their past and present customers, future business goals, and the pain points customers experienced with the old site.
All of this information was then integrated into our strategy and research to guide the redesign.
A major goal was to improve the navigation for booking a tour. The old site was unintuitive and clunky, making it difficult for customers to find the booking buttons.
Information wasn’t clearly presented, leading to numerous emails to Geoff and Dawn with questions that were already answered on the site.
One of Asylum Ghost Tours' standout products is their gift voucher for family and friends.
Previously, this wasn’t prominently featured on the website, so we gave the voucher a distinct identity and made it a clear focus on every page.
