Bringing Canada's best MTB to the worldVisit Website
In 2020, Mountain Bike BC, the destination marketing organization tasked with promoting mountain biking in our home province, approached us for help redesigning their website experience.
The site was plagued with poor performance and needed a modernizing facelift that provided the user value through incredible photography and inspiring copy to help them decide where in this great province to ride their bikes.
Our objectives for the website redesign included:
- Raise the profile of mountain bike destinations in BC
- Position British Columbia as a world-class mountain biking brand
- Increase user clicks and engagement with member and partner websites
- Identify and differentiate rider offerings and into destination verticals
From the Kootenay’s high alpine descents to the North Shore’s legendary rainforest tech, British Columbia’s mountain biking is as diverse as its vast terrain. And when your website represents some of the best mountain biking in the world, it has to deliver the goods.
Designing for a province's-worth of trails
From the outset, the design of the new website worked to bring the various riding regions in BC to the fore. Users can explore regions or communities, as well as bike parks and backcountry lodges, all from the primary navigation with only a single click. A helpful map of BC with a highlighted region corresponding to the user’s selection helps those who may not be as familiar with the province to center themselves geographically.
A new content type for “Spots To Ride '' allows users to explore towns and riding areas within a specific region including the number of trails by level of difficulty. The pages also feature photo and video content, as well as descriptions of the riding users can expect round out the page. From there, prominent CTAs link out to the riding area’s website, allowing the user to continue planning their journey.
The summer of 2021 was a strong year for the website, and momentum only built from there. In the summer of 2022, the website saw a 17% increase in sessions from organic search, and improved website engagement across all metrics. The bounce rate fell by 11% and the average session duration increased by 19% to above two minutes.
- Strategic planning leadership
- Brand strategy & development
- Content strategy
- Creative & Design
- Wireframing and Information Architecture
- Creative design & direction
- UI and interaction design
- Custom CMS development
- CRM integrations
- Search engine optimization
- Data & analytics configuration