A beautiful location that made booking feel like work

A genuinely beautiful destination whose website buried everything a guest needed to decide, then asked them to figure out the rest on a phone.

By Richerd Ho, web conversion strategist · Updated August 2026

McCloud RV Park — before and after the redesign.

What was going wrong

Text heavy, no clear first action, key details buried, dated on mobile. Guests had to work out where to stay and what to do next.

The location sells itself visually. The site described it in paragraphs instead of showing it.

Rates, availability, what is nearby, what the stay actually includes — all present, none findable in the moment a guest wanted them.

Most travel research happens on a phone, in short bursts. The mobile experience made short bursts impossible.

Guests see the experience, find the right stay in seconds, and book without guessing — reassured by photos, reviews and layout.

Guests see the place immediately — what it feels like to be there, before any explanation of what it costs.

Options are comparable at a glance, with the details that decide the booking surfaced rather than linked.

Photos, reviews and layout answer the quiet worry — will this be as good as it looks — at the point it occurs.

Why it works

People don’t book on features. They book on how easy it feels.

Next case study

Send me the URL. Within 48 hours you'll know which three things are costing you enquiries.