Beaufort Park Hotel

The client

Based in Wales, UK, Beaufort Park is a large award-winning hotel and conference centre attracting leisure and corporate clients from across the UK and Europe.

The challenge

The Beaufort Park has long been delivering superior on-site guest experiences, as recognised recently when it was named Best Place to Stay at the Flintshire Food and Tourism Awards, but the online experience didn’t deliver the same standard of service.

Beaufort Park asked Group Dane to redesign and develop the customer-facing website. The brief required a modern and fresh design, which works well on mobile devices as well as desktop. To compliment and inform the redesign, Beaufort Park were also keen to refresh and modernise the company’s online branding.

In addition to improving look, feel and usability, another objective was to improve ranking in search engines.

What we did


We worked closely with the team at Beaufort Park, along with a customer focus group, to plan, design and develop a new website that was built with logical information architecture and drives satisfying user journeys.

We worked closely with the business and representatives from target customer segments to develop a series of personas that informed the content strategy, information architecture and user journey mapping.

The design and UX team developed a fresh new brand identity, which is elegant and distinctive, reflecting the market position of the company and emphasising its competitive edge. The team created a highly functional, user-friendly structure that helps to guide users around the site quickly, with minimum effort.

The development team built the site on the Umbraco CMS platform, creating an editing structure that enables quick and easy content updates and additions. The existing stand-alone booking system was integrated into the new website in order to provide customers with a seamless and trusted journey.

Our copywriters developed a content strategy that encompassed all communication channels, joining up both digital and print. This strategy then informed the website copy re-write and photography brief, creating consistency in tone across all channels while also maximising the search performance of the site.

Take a look

We’re thrilled with the new site and delighted to now be offering a fantastic online experience for new and existing customers. Our website is often the first line of contact with new customers, so it’s important that we immediately send out a message that customer experience is at the heart of our business. - Susan Warnock, Beaufort Park Hotel General Manager

What could we do for you? Get in touch.