Case study · Ardmay House
Outdoor adventure. A more confident digital story.
A refreshed brand and audience-led website for a trusted Scottish outdoor centre, supported by an ongoing SEO and AEO programme.
BrandPositioning + identity
WebsiteDesign + development
ContentAudience journeys + video
SearchOngoing SEO + AEO
The brief
A digital home worthy of the experience.
Ardmay House has delivered residential outdoor learning experiences for schools across Scotland for more than 25 years.
Its previous website no longer reflected the warmth of the family-run centre, the quality of its programmes or the lasting impact an Ardmay visit can have on young people.
We refreshed the brand and rebuilt the website around the whole organisation: its people, activities, educational outcomes, resources and growing wellbeing programme.
The challenge
Show the value beyond the adventure.
The experience needed to speak clearly to every person involved in planning and attending a residential trip.
An outgrown digital presence
The old site shared basic information but could not communicate the depth, energy or educational value of Ardmay.
Different audience needs
Teachers, parents and pupils each needed clear routes to relevant information, reassurance and resources.
Long-term discoverability
The new site needed a structure that could grow through targeted landing pages, useful answers and search-led content.
One connected strategy
Brand, experience and search working together.
01 · Clarify the brand
A warmer, more confident identity centred on growth, resilience and connection.
02 · Guide every audience
Dedicated journeys for teachers, parents and pupils make planning feel simpler.
03 · Bring Ardmay to life
Photography, video and pupil stories show the people and impact behind each trip.
04 · Build visibility
SEO, AEO and landing pages create a scalable route to long-term discovery.
Brand + website
Designed around confidence, resilience and connection.
The new Ardmay website turns a simple information site into a rich, useful platform for the whole organisation.
Clear audience pathways, activity content, safety information, planning resources, pupil stories and a teacher portal help visitors find what matters and move towards an enquiry with confidence.
SEO + AEO
Built to keep growing after launch.
The website is the foundation for an ongoing organic growth programme focused on the questions, needs and searches that shape school residential planning.
Make the site easier to discover
Clear structure, audience-led content and useful answers help search engines and AI platforms understand Ardmay’s expertise.
- Technical and on-page SEO
- Answer-focused content for AEO
Expand relevant visibility
New landing pages will target the locations, needs and decision points used by schools and parents.
- Search-led landing pages
- Continuous content improvement
The outcome
A clearer platform for Ardmay’s next chapter.
A stronger brand
Ardmay now has a confident identity that reflects its warmth, experience and purpose.
A better visitor journey
Teachers, parents and pupils can reach the right information quickly and understand the value of the experience.
A scalable growth platform
The site can evolve through landing pages, SEO and AEO as Ardmay’s services and audiences grow.
Client perspective