Tourism & experiences

Port River Cruises

Dolphin cruises on Adelaide's Port River — a family tourism experience that needed a clearer online journey to bookings.

Web DesignSEODigital Marketing

Challenge

Bookings were competing with third-party platforms, and the site needed a stronger direct-booking story with clear tour info.

Approach

We restructured the site around each tour, tightened the booking flow and improved local search coverage for dolphin and river cruise queries.

Outcome

A clearer, mobile-first site that supports direct bookings and reads well for local search.

Visit Port River Cruises →

Before & after

What changed on the website

Drag the slider to compare the previous website with the site we designed and built.

BeforeAfter

Drag to compare

Before

The previous site opened on a full-screen image with only the business name and a list of tour types — no clear next step, no visible booking path and navigation hidden behind a menu.

After

The new site leads with a clear promise, an always-visible Book Online action, structured tour navigation and a promo bar for seasonal offers.

Persistent Book Online button and quick-access tour navigation replace a hidden menu
Structured menu for cruises, occasions, group charters and about — instead of one long scroll
Promo bar surfaces seasonal offers at the top of every page
Distinct brand typography and logo lockup rather than default theme styling
Tour pages restructured around search intent for dolphin, ships graveyard and charter queries

View the archived previous site →

SEO before & after

What changed for search

A side-by-side of the on-page SEO signals on the archived homepage versus the homepage live today.

Signal

Before

After

Title tag

BeforePort River Cruises - Dolphin Cruise - Port Adelaide, South Australia (brand-first, 68 characters)

AfterDolphin Cruises Adelaide | Port River Cruises (search-intent first, 44 characters)

Meta description

BeforeTour-detail copy leading with duration rather than the searched-for experience and location.

AfterRewritten around 'Port Adelaide', 'Adelaide Dolphin Sanctuary' and wild dolphins, with a clear reason to click.

H1 structure

BeforeTwo competing H1s, both just the business name.

AfterA single H1 with supporting H2s for each cruise, charters, promos, events and booking.

Canonical tag

BeforeNone — duplicate URL variants could compete with each other.

AfterSelf-referencing canonical on the homepage.

Structured data

BeforeNo schema markup at all.

AfterJSON-LD structured data added so Google can read the business and its pages.

Open Graph / social

Beforeog:title was just 'Port River Cruises' and didn't match the page title.

Afterog:title, og:description, og:type and og:url aligned with the page and its target keywords.

Image alt text

Before4 of 25 homepage images had alt text.

AfterAll homepage images now carry descriptive alt text.

Content restructured around real search intent: dolphin cruises, ships graveyard, private charters and group bookings each get their own page.
Internal linking now routes visitors from the homepage to the right tour page and its booking action.
Mobile-first layout and a persistent booking CTA support both usability and page experience signals.

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