Remembering the Heritage While Highlighting the New Dawn
Valef Yachts, founded in 1969, is a pioneer in the Luxury Yacht Charter Industry. The digital realm has given rise to an ever-growing tide of new competition, making it harder to reach new customers in the clutter of the yacht chartering space. The client challenged us to revamp the brand’s online presence to better compete in the modern digital landscape. Our collective goal was to elevate the Valef Brand from the sea of competition into a league of their own by creating a unique experience that celebrates their heritage and reinforces the valuable role nautical knowledge, experience, and customer care plays in chartering luxury yacht voyages on the Mediterranean Sea.
UX/UI Website ReDesign
SEO Content Marketing
Publishing Platform UX/UI Design & Development
Content Strategy Implementation
Understanding our client’s business and its competitors is the first step in developing the path to success. Initial Market Research helps spark the conversation and provides clients with additional data to better assess the marketplace and their position in it. The Business Analysis phase includes a series of interviews and collaborative immersion workshops with stakeholders. Through a series of exercises and working sessions, we map out paths with the client to define the target customers, develop the unique brand story and positioning in a manner that set’s them apart from their competition.
Content Strategy & UX/UI Design
The Valef marketing site needed intensive information re-architecture and content strategy, including defining target audience personas and user stories; feature examination, regrouping and redefinition; and revised page-level content strategy across the site. After re-engineering their entire sitemap and reworking the UX/UI for user-friendliness, we crafted better customer journeys through content flow, page structure, and copywriting.
From content strategy to wireframes to page design, retaining the fluid simplicity of the Valef offering with tone and careful image curation and sales funnel flow was key. The new brand system encouraged creative flourishes in UX/UI design, like gentle parallax and easing animations mimicking the bobbing waves of the sea.
I couldn’t be more proud to have you as our trusted partners in all things related to our brand.
– KASSANDRA LEFAKINIS , CMO VALEF YACHTS
Increasing Online Visibility & Site Ranking
with a Data-driven Content Marketing Strategy
We developed the “Valef Travel Guide” to provide a platform to; increase domain authority in the category, to fuel the outreach and backlinking efforts and to help attract more traffic through organic search and other content marketing tactics. We achieved this by identifying and ranking keywords and search terms for the yacht charter industry. We created a laundry list of queries & topics based on traffic volume, competition levels, and where users are in the buying cycle to create content that is topically siloed and designed to capture the specific search queries. From that data, we identified search parameters for the different target customers and applied importance and value for particular keywords, phrases, and groups of words. We then developed a content calendar strategy to use as a guide for creating and publishing relevant, keyword rich content over time to power up the new digital marketing plan and increase the flow of traffic into the Valef digital sales funnel.