Case Study

New Website Leads to 43% More Bookings for The Goodwin

Occupying a grand historic building in downtown Hartford, CT, The Goodwin seamlessly blends historic architecture and modern luxury. With 124 guest rooms, period details, and updated contemporary styling throughout, those in the know seek out this stylish boutique hotel. This past Spring, our team completed a new website designed to showcase The Goodwin’s stylish amenities while maintaining technical excellence and seamless experience. Let’s check in on how it’s performing.

New Website Leads to 43% More Bookings for The Goodwin
+31.8% Conversion Rate
+43.7% Bookings
+42.9% Revenue

The Background

Occupying a grand historic building in downtown Hartford, CT, The Goodwin seamlessly blends historic architecture and modern luxury. With 124 guest rooms, period details, and updated contemporary styling throughout, those in the know seek out this stylish boutique hotel. This past Spring, our team completed a new website designed to showcase The Goodwin’s stylish amenities while maintaining technical excellence and seamless experience. Let’s check in on how it’s performing.

The Challenge

Like many hotels, The Goodwin’s website lacked the modern design elements and user experience (UX) elements that help visitors find the information they need — and easily book a room — no matter the device they’re using. 

Due to its location in the heart of Hartford, this establishment faces competition from several other hotels as visitors consider price, amenities, location, and character. 

The Goodwin needed to not only distinguish itself and everything that makes it unique, it needed a website with the design and technical underpinnings to rank in search, attract potential visitors, and smoothly usher them to book a room while their interest is piqued.

The Solution

Redesigned from top to bottom, goodwinhartford.com blends gorgeous photography with keyword-rich, on-brand copy that clearly breaks out the most important content sections — room types, amenities, events, dining, directions — plus the social proof that helps visitors quickly make up their minds, like reviews, ratings, and glowing press. 

Sophisticated design elements like layered contemporary buttons and light motion elements further draw the eye and encourage interaction. Most critically, the primary action we want to encourage, booking a room, sits in a high-visibility location on a persistent navigation that scrolls with the user.

How We Made It Happen

Search engines love fast sites with predictable, organized content. They also love authoritative content that answers common questions and includes meaningful keywords. All of our work on The Goodwin’s site paid off with a healthy bump in traffic.

If the 9% traffic increase yielded 9% more bookings, we’d pat ourselves on the back. Instead, overall visitors booked at an astronomically higher rate, driving 42.9% more revenue for the hotel. In other words, more people are booking longer stays because they see themselves enjoying their time at The Goodwin. And, a chunk of visitors to the old site went and shopped elsewhere, either booking a competitor or through an OTA like Expedia.

If your hotel could use a website that earns more, and shows the world how truly special you are, reach us today. We’d love to write another success story with you.

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