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Company: Coquet Cottages
Project: Website Development

http://www.coquetcottages.co.uk

Dates: Mar 2007 to Feb 2008

How did the project start?

I had been using a booking agent for many years to generate bookings for our self-catering properties, but felt I could improve revenue and develop a clearer identity by developing my own website and handing all enquiries and bookings myself.

What options did you consider?

A) Appointing a website developer to fully develop and manage the site for me. This was dismissed as I wouldn't have immediate and direct access to update the site when I wanted to. Also, updates and changes would be slow and possibly expensive.

B) Develop the website myself from scratch. I initially tried this but realised it would be far too long a learning curve!

C) Use a CMS system, whereby the basic 'back end' booking system is provided but I design, write and manage all content myself - thereby having full creative control and instant access for updates, amends and additions. This was the chosen option as I have full creative control with a tried and tested 'engine' behind my own "Shop Window".

What help and expertise did you receive?

Very little. Although Zebra, who provide the CMS system, have been very supportive to me during the set-up of the website and continue to be very helpful in incorporating requested enhancements to the system, I have designed the look of the website, written all of the content and even created the majority of the images myself. I've learnt a great deal about website development and internet marketing since embarking on this project but still feel there's a lot more to learn!

Did you face any challenges or learn any lessons?

I quickly learned the importance of search engine optimisation and it was a real challenge to me to get that on track - I still have quite a bit of ground to cover however!

I believe I made the right decision to appoint Zebra to provide the CMS system, as they have proven to be very supportive and I feel they will be an effective long-term partner.

What are the outcomes and how has it improved your business?

Increased revenue, increased presence in the marketplace, greater initial impact, more direct contact with customers and enquirers, most of whom kindly comment on how attractive and informative the website is.

1. The level of bookings is up substantially, increasing revenue. The website has given the business a clearer identity and raised its profile, making it easier to show potential guests the quality of accommodation and service we offer.

2. Being able to update the website in real time with late availability and special offers means I can capitalise on the web's accessibility and generate income from what were previously "lost" weeks.

3. Further developments to the back-end of the site - currently being worked on - will bring vast improvements in streamlining the administration of bookings.

4. The website has proved to be an extremely cost-effective and efficient marketing tool. To produce the same level and scope of marketing and sales information with the same impact in paper form would be totally cost-prohibitive.

What are your plans for the future?

1. To continually improve the design and content of the website, improve search engine optimisation and explore more PR opportunities.

2. Integrate and improve, where possible, the supporting administration systems to improve efficiency and reduce costs.