Case study: FreshNorway

Modernising an old static website with a fresh design and WordPress.

Responsive design and WordPress.

A modern day rebuild.

Redesign of an old website.

It’s not uncommon for older websites to go unloved for what seems like a century, there can be a number of reasons behind the choice to not consider an update. But, I can tell you that there are hundreds of reasons why they should get an update.

If you’re not seeing strong business results from your website, you might feel like there isn’t much point in updating or upgrading it – but what if that’s the reason why you’re not seeing big results?

When Olav contacted us about getting a refresher of his static information based travel website, he wanted some advice on how he could monetise it and help it bring in more bookings for his brick-and-mortar travel agent. Now, Olav is a very niche travel agent, he’s the go-to guy on booking camping/adventure trips in Norway and other bordering Scandic countries, he books holidays based on an itinerary, from his office in Oslo.

His current website has information about the different regions in Norway and some example itineraries, but there’s no way to book online and the only contact method is his personal gmail address.

What is the desired outcome?

Business goals.

FreshNorway is a travel company looking to utilise an already busy website to direct users into an off-site booking funnel. Our goal is simple, get users to start and complete bookings.


Funnel the websites traffic base through to a booking system.


Freshen up the dated look of the text-based static website.


During our Initial Project Strategy meeting (learn more about our process here) we looked at the current fonts and colors, since they have one of the biggest visual impacts. Since the website is facing the travel industry, it relies heavily on its visual mediums.

Currently the site is using a combination of Helvetica and Arial, which when used alone – they aren’t terrible. Both have good browser support and both are clear and readable. So we’ll take the elements from those fonts and simply replace them with more modern versions. We chose to use Times for headings and attention-grabbing call outs, with Gordita as our main body of text font.

Times offers a modern take on the Helvetica/Times New Roman styles, with serifs which is great for titling and headings.

Gordita is a sans-serif font (letters don’t have accents or flicks, known as serifs) which also roughly translates to ‘fat little girl’ in Spanish. It’s a great choice for larger bodies of text, it’s readable, clear and precise.

The color palette was lacklustre, links were red and the logo was red but that’s more or less the breadth of the coloring that could be seen. Again, it’s an industry that sells based on visual mediums – so something more eye catching was needed, without it being too much – we’re not selling trips to Vegas after-all.

We’ve chosen to go with a darker palette with vibrant highlights that don’t take users over the edge.

Simple website brand guidelines.

Destination cards.

Since users were going to be taken through to an external booking platform we didn’t need to focus on designing an entire funnel – we just have to push the users along. Back to the visual medium thing again. It looks stunning – you get it.

But there’s some user research at play here also, what do people mainly want from a campsite, what do they want to see before even considering a campsite? Our team are avid outdoorsy-type people, so we’re not totally blind to the wants of a person looking to go camping – first of all, they want to see a picture.

So on the table in front of us goes a picture of a beautiful mountain range, this marks the top of our “destination card”. After, we conducted a small email poll with the users that have already been to the website, asking what they valued most about campsites they had visited, looking for 3-6 suggestions.

An overwhelming majority came back with 2 suggestions in common; Toilets, Water. Third on the list was electric – which we felt defeats the object of wilderness camping, but we’ve included it anyway.

So our destination cards now include a picture and whether the place includes a toilet and drinkable water or not. With a little design magic, we’ve added the name of the destination and of course – the number one factor in travel marketing. Social proof. Reviews, ratings and stars.


What we used.

Tools and services we used.

Illustrations were colored in Adobe Illustrator and the landing page was designed in Sketch. We’re using GitHub for
version control and Google Analytics to track how and when a user goes from the destination card to the booking system.

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