Audience insights for a luxury private property
The challenge
Sheldon Chalet was struggling to reach and convert its online audience effectively. The website lacked key information potential guests were actively seeking about its unique experiences, while confusing homepage navigation and functionality were contributing to lost leads. There was also a need for clearer audience definition and a more cohesive content strategy to support long-term growth.
Our approach
We began by defining and deeply understanding Sheldon Chalet’s core audience and their decision-making needs. This insight informed a full content and SEO review, identifying critical gaps across the website and wider digital ecosystem.
We then developed a suite of strategic tools focused on clarity, discoverability and storytelling, ensuring content was both practical and emotionally compelling. The emphasis was on authentic narratives that clearly communicated the experience, while making the customer journey simpler and more intuitive.
The results
Our work resulted in a clearly defined and well-understood target audience, creating a sharper strategic focus across all communications. We identified and prioritised key website content gaps, providing clarity on where improvements would deliver the greatest impact.
This informed the delivery of a comprehensive social media strategy, keyword strategy, and structured content calendar. Together, these outcomes have established a stronger foundation for more informative, inspiring, and conversion-focused content, better positioning the website to support sustained lead generation and future growth.