San Leonardo is a family-run farm stay located in the Campania region of southern Italy. We worked with them to update their website and produce written content to articulate the uniqueness of their agriturismo.
Their existing website was over 10 years old and did not illustrate the natural beauty of the agriturismo and stunning surrounding area. San Leonardo wanted to make further inroads into the UK market, and so wanted a website that could be presented in both English and Italian They were keen to tell their story through strong use of imagery to reflect the experience of a holiday with them.
The website is built in WordPress, and focuses on telling the story and portraying the experience of a stay at San Leonardo. Luckily our two directors had visited before. Pages on the site can be built using a range of different modular blocks that are styled with earthy, terracotta tones. These subtle design elements help to evoke the rustic, rural nature of the farm stay.
The site has a completely new navigation and set of user journeys. These were developed to describe San Leonardo as an experience, rather than just a typical holiday bed and breakfast. There are pages which describe the local area, their family-owned heritage, and their farm to fork ethos.
Whilst the site is very focused on the experience, it does not lose sight of helping people to book their stay. Each page features a strong booking call to action, alongside monthly availability information.
The imagery is central to the site. Each page begins with a large hero image, and there are several smaller gallery blocks. These all provide the user with a strong sense of the peaceful, countryside atmosphere of San Leonardo.
We worked with the San Leonardo team to develop all content for the site, including copy and images. This was crafted very much in the spirit of the project, and uses rich, descriptive language to conjure an enticing picture of San Leonardo. This was balanced against the need to drive users to make a booking and the mobile-first nature of the site.
San Leonardo now has a simple, yet elegantly designed site that boldly communicates their holidaying experience to audiences in the UK, Italy and across Europe. Clearly defined user journeys and the bold use of imagery helps focus on the needs of users with high expectations of digital products. Additionally the bookings and availability features mean that San Leonardo now have the opportunity to convert site visitors more easily into bookings.
This was a first for us in the travel sector and one that we thoroughly enjoyed.