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CASE STUDY - EXPEDITION YORKSHIRE WEBSITE REDESIGN
A complex tour offering, turned into a simple journey
Expedition Yorkshire Private tours and chauffeur, Yorkshire
A private tour and chauffeur business with a lot to offer to international travellers — but a website that made it hard to find. We rebuilt it around clarity, and connected it to the systems the business runs on.
BACKGROUND
Who are Expedition Yorkshire
Expedition Yorkshire is a private tour and chauffeur company offering 100% private, door-to-door experiences across Yorkshire — day tours, bespoke itineraries, scenic transfers and multi-day trips, led by expert local driver-guides.
Every tour is priced for the whole group, not per person, and built around the traveller’s own pace rather than a fixed itinerary.
What stood out to us wasn’t a lack of substance — it was the opposite. Expedition Yorkshire had a genuinely premium, well-thought-through offering. The issue was that none of it came through clearly on the website.
The previous site made visitors do the work: piecing together what was on offer, what made it different, and what to do next. For a business built on a premium, effortless experience, that mismatch mattered.
THE CHALLENGE
Breadth that needed a simpler journey
Expedition Yorkshire’s range was both the strength and the problem. Day tours, bespoke experiences, chauffeur services, scenic transfers, multi-day trips and trip-planning content all lived on the site — but without a clear structure, it read as a large collection of similar pages rather than a set of distinct, easy-to-choose options.
For an international traveller researching Yorkshire for the first time, that’s friction at exactly the point they need confidence. The site wasn’t making the case for why Expedition Yorkshire, or what to do next.
Behind the scenes, the business also needed its booking and CRM systems properly connected to the front end. They already used Bókun for availability and booking, and needed enquiries flowing straight into GoHighLevel — without replacing either system, and without the integration feeling bolted on.
THE GOAL
What success needed to look like
Our objectives were clear and split into two connected outcomes:
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Reposition Expedition Yorkshire as a clearer, more premium brand — surfacing what makes them different (100% private, one price per group, expert local guides, door-to-door travel) early, rather than burying it within individual pages.
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Build a fast, mobile-first website with restructured navigation, genuine tour discovery, and seamless Bókun and GoHighLevel integration — so the improved front-end journey connects directly to how the business actually operates.
In short: a site that makes a complex offering easy to choose from.
WHAT WE DID FOR EXPEDITION YORKSHIRE
Four phases to go from complex to clear
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UX and navigation restructure
We reorganised a large amount of content into clearer customer journeys. Tours, bespoke experiences, chauffeur/transfers, trip-planning content and company information became easy to find, with navigation that lets visitors browse by interest rather than hunt through a flat list of pages.
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Tour discovery
We built dedicated journeys for day tours, scenic transfers, bespoke tours and multi-day experiences — distinct paths for distinct needs, instead of asking customers to work through a large collection of similar-looking pages.
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Positioning and trust
We brought the core proposition forward: 100% private tours, one price for the whole group, expert local driver-guides, door-to-door travel.
Reviews, TripAdvisor ratings, guest numbers, press coverage and guide information were woven into the main journey, building confidence before asking anyone to enquire.
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Systems and conversion
We integrated Bókun so customers could move from researching a tour into checking availability and booking without the business changing its existing setup, and connected enquiry forms to GoHighLevel so every lead reaches the CRM automatically.
Prominent, repeated “Check availability” CTAs and a simplified enquiry form made the next step obvious throughout.
The result: a site where a complex offering feels simple to choose from — and every enquiry lands where it should.
THE RESULTS
Built for performance, protected for search
This rebuild had two non-negotiables: don’t lose search visibility, and don’t make the business change how it already runs.
To make sure we maintained these objectives, we moved to a lightweight static build delivered via Cloudflare for speed and control. We retained key existing URLs and implemented 301 redirects throughout the migration to protect what was already ranking.
The homepage
Before
After
The front door: the same business, with what makes it different said up front.
Tour discovery
Before
After
The page where the breadth used to work against them, rebuilt as distinct paths for distinct needs.
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Mobile-first experience
Rebuilt mobile-first, giving international travellers researching and planning on their phones a much cleaner experience from first visit through to enquiry and booking.
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Connected enquiries
Every enquiry form integrated with GoHighLevel, so leads reach the CRM automatically.
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Protected forms
Every enquiry form protected with reCAPTCHA.
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Launch confidence
Tested live to confirm leads were reaching the CRM reliably, followed by full responsive, navigation, form, redirect and post-launch QA across the new site.
What does this mean for Expedition Yorkshire?
A website that finally matches the quality of the experience it’s selling.
A booking journey that’s obvious from first click to enquiry.
A front end that’s properly connected to the systems the business runs on — Bókun and GoHighLevel working with the site, not around it.
WHAT’S NEXT
Because the destination is only half the journey
We’re here to help you build a website you actually own — one that brings in direct bookings, not dependence.
Schedule an informal call or book in your homepage redesign and see what freedom could look like for your business.
Two ways to begin