Hacienda Del Sol Resort - Schema Case Study

Brand positioning and driving more bookings and leads

Hacienda Del Sol Guest Ranch Resort is a Forbes 4-Star luxury resort in Tucson, AZ. Their goal was to partner with a digital marketing company to develop a new website that creatively showcases this unique southwestern hotel while utilizing an SEO-first CMS platform. They also wanted to ensure that the digital presence of the resort was maximized, and that the accuracy of location data distributed across the digital world was as close to 100% accurate as feasible.

• Website repositioning: The hotel wanted to reposition the website and creatively showcases this unique southwestern hotel charm
• Web and Mobile Experience: Along with creative brand storytelling, their objective was to improve the mobile experience and speed to grow conversions and revenue by implementing Accelerated Mobile Pages and Progressive Web App technology. Milestone also identified opportunities to introduce error-free advanced schemas to amplify website content and grow impressions.
• Improved SEO and Local Presence: Hacienda Del Sol Guest Ranch Resort identified several concerns with their digital presence, including inconsistent data, listings with incorrect URLs, Google & Bing search profiles with minimal information that did not highlight the resort's value and stagnant traffic from organic and local search.

Milestone Inc created an image-rich design for Hacienda Del Sol Guest Ranch Resort that highlighted what the resort has to offer. We created a simple user-friendly site architecture to reduce the number of clicks guests had to make on site. We also added clear call to actions across the site to help increase the number of contact forms and RFPs filled out.  We also added an event calendar and featured it on the homepage to highlight the clients on site events (especially their live music). We also updated the site to be ADA conforming, add relevant schema and improved the page speed for overall brand awareness and user experience.

• New Milestone website to help user experience which included:
  • Milestone CMS: only SEO-first CMS on the market
  • Mobile-first wen design
  • Accelerated Mobile Pages (AMP)
  • Progressive Web App (PWA)
• Deployed error-free advanced schemas on every page of the website with Milestone Schema Manager software
• WCAG 2.1 ADA website to help with user experience
• Event Calendar to promote onsite events/meetings and help increase awareness of events happening at the property
• Milestone Local software to further increase brand awareness and authority

Milestone Presence Cloud to manage all digital marketing, content, and analytics from a single dashboard

Client website went live on May 14, 2020 in the middle of the Covid-19 pandemic, where hospitality industry has seen a direct impact. The property is in Tucson, AZ.

• Client saw a 16% year-over-year increase in website revenue compared to prior 4 months where it saw a negative 7% year-over-year decline.
• Mobile traffic increased by 23%
• 51% increase in direct bookings
• 9% increase in website visits compared to the average of March and April 2020, when they were down on an average by 42%
• The 9% increase in post-site live traffic delivered a 41% increase in weddings RFPs submitted via mobile devices.