Oman Ministry of Heritage & Tourism (MOT) is in charge of the promotion of The Sultanate of Oman via their brand Experience Oman.
After developing a brand language and guidelines for Experience Oman, the next step was to bring this new identity to life visually on the experienceoman.om website. This was key as the website is central to expanding the digital marketing efforts and enhancing the target market’s first experience of Oman.
The website offered its own unique challenges as it consisted of 50 pages of content, each of which needed to be translated into seven different languages! It was also of particular importance to ensure that the pages by language were properly localised, including information and offers relevant to each of the markets.
Art Direction / Website Development / Front-End Development / Back-End Development / UI/UX Design / Technical Consulting / SEO / Mobile-Friendly / Accessibility / GDPR Policy / Creative Direction
Our objective was to design a mobile-friendly, highly accessible, aesthetically appealing website with an enhanced user experience. The components of our success formula were:
Audit & Planning
Our digital team audited the website to understand every aspect of the project and looked for gaps and areas for improvement. We also benchmarked international tourism websites to come up with the latest website design and development best practices to improve the overall experience.
We evolved the website by optimising the existing wireframe structure while totally transforming the visual design and experience.
We applied our digital magic to both the front and back ends of the website to develop page designs and layouts. We also ensured SEO, as well as GDPR compliance and website accessibility for the visually impaired.
Layout & Design
The new brand guidelines were applied across every page, in every language, for a cohesive look across all of the brand’s digital assets. We also updated all images and videos to reflect the brand’s refreshed tonality.
While content for the website is written in English and Arabic, every other language (Russian, Dutch, German, Italian, French) was carefully translated and localised to ensure better SEO and customer satisfaction.
Website performance including responsiveness, loading and functionality across all web browsers and devices was fully tested before launch.
Our monthly maintenance and quality checks ensure that all technical development and functions are optimised and adequately working.
We are constantly adding exciting new content to keep the website relevant and updated.
We saw a +15% year-on-year increase in organic sessions and more than 47% of the website visitors are now landing on it via ‘organic search’. The average page load time has been reduced by 44% and the bounce rate has dropped by 7%