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CASE STUDY — SAFARI & BEACH
Same brand. Same team. Website that finally pulled its weight.
Sixteen years of safari expertise. The site didn't show it. Bloated, slow, plugin-heavy — and quietly burning £140 on every enquiry it generated. We rebuilt it around how Safari & Beach actually qualify leads. CPA dropped 63% in four weeks.
THE NUMBER POSTED UPFRONT
Same audience. Different economics.
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£140 → £52
Cost per acquisition
-
8×
Website conversions
-
+400%
Organic traffic
-
4 weeks
Time to lift
All four stats verified against Google Ads, GSC and CRM — four-week post-launch window.
THE CHALLENGE
Strong brand, site that didn't keep up.
Safari & Beach launched in 2009 — Nick Jenkins's lifelong love of Africa, born in Nairobi, paired with Jo Jenkins's experience between Zambia and Kenya. Honest, ethically curated safari and beach experiences. Loyal client base. Excellent reviews.
By the time they came to us, the website was bloated with plugins, slow to load, and difficult to navigate. Despite strong search visibility and excellent service reviews, the digital performance didn't reflect the brand.
They were spending heavily on SEO and Google Ads, but enquiry levels were unpredictable. Tracking was a struggle. Cost per acquisition was sitting at £140 per enquiry — eating margin on a service that runs at premium price points but premium delivery costs too. With peak booking season approaching, they needed scale and stability fast.
OUR APPROACH IN FOUR SIMPLE STEPS
Speed, clarity, tracking that tells the truth.
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UX teardown
500+ pages restructured around how the team actually qualifies leads — top-of-funnel inspiration through to bottom-of-funnel enquiry, mapped end to end.
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Performance
Plugins audited and stripped. Currency converter rebuilt. CDN caching tightened. Load times that hold attention instead of losing it.
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Conversion optimisation
Personalised itinerary flow. CTAs that repeat as users scroll. Enquiry forms simplified to match how Nick and Jo actually work a lead.
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Analytics and tracking
Real tracking infrastructure, CPA visible by channel. Decisions stopped being guesswork.
BEFORE AND AFTER
Same business. Site that earns its keep.
Before
- Slow, plugin-heavy WordPress site
- Confusing navigation, poor mobile UX
- CPA over £140 per enquiry
- Inconsistent enquiry flow from SEO and PPC
- Cluttered design, low engagement
- Tracking too unreliable to plan around
After
- Fast, future-proof platform on proper hosting and CDN
- Streamlined journey across mobile and desktop
- CPA down from £140 to £52 — a 63% reduction
- Personalised itinerary and contact flow, matched to the team's process
- Confident, data-driven marketing with per-channel tracking they can trust
- 8× the conversions, same ad budget
THE RESULTS, IN DETAIL
Inside four weeks, every metric moved.
-
Cost per acquisition (paid)
£140 → £52. 63% down.
Same channels, same budget, rebuilt funnel.
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Website conversions
8×
from the same traffic mix.
-
Organic traffic
+400%
year on year, four weeks post-launch.
-
Page load time
Down.
(Exact figure pending — see open items.)
-
Enquiry-to-booking quality
Better-qualified enquiries
through the rebuilt forms. (Numerical lift TBC by sales team.)
- Your turn See what we can do for you
Sources: Google Ads, Google Search Console, internal sales CRM. Four-week post-launch window.
What Safari & Beach said
"Professional and personal service backed by excellent knowledge and understanding. They've not only improved our digital performance, increasing ROI and customer enquiries, but continue to educate us with enthusiasm and a determination for Safari & Beach to succeed."
Jo JenkinsMarketing Director, Safari & Beach
The site does its job. Now we keep tuning.
The relationship continues. Ongoing CRO work, content expansion through the safari and beach destination categories, and continued reduction in paid-channel dependency as organic and direct enquiry volume scales.
Start the same way they did