Penny Blay is an independent travel agent based in Crawley, West Sussex, helping clients plan and book tailor-made holidays with a personal service from start to finish.
Penny already had an existing website, but it needed to work harder for her business. The previous site contained a lot of holiday content, but many of the offers were tied to specific dates and timeframes. This meant that some pages quickly became out of date, reducing their value for both users and search engines.
Our brief was to create a more flexible, professional and search-friendly website that would showcase Penny’s expertise, promote specific holiday types and make it easier for her to keep the site fresh and current.
A Flexible Website Built Around Holiday Content
One of the key parts of this project was creating a custom post type for holidays. This allows Penny to add and manage individual holiday ideas directly within the website, without needing every page to be built manually. We also created a clear category structure, allowing holidays to be grouped by destination and holiday type.
The new holiday categories are a crucial addition that gives the website two important benefits.
Firstly, it makes the site much easier for visitors to navigate to their desired content. Whether someone is looking for a cruise, a European break, a long-haul adventure or a tailor-made family holiday, the content is organised in a way that feels natural and helpful.
Secondly, it gives the website a stronger SEO structure. By creating targeted categories around specific types of holidays, the site has more opportunity to appear for relevant searches and attract people looking for the exact kinds of holidays that Penny can help them book.
Improving the Content Strategy
As part of the project, we also reviewed how the holiday content was being presented.
On the old website, many holidays were named around specific dates or short-term offers. This meant the content could quickly appear outdated, even when the holiday itself was still relevant or could be re-quoted for a different departure date.
We worked with Penny to adjust the naming approach, making the holiday content more reusable and evergreen. This helps keep the website feeling current, while also reducing the need to constantly remove or rewrite older holiday pages.
It also supports SEO, because valuable pages can stay live for longer and continue to build relevance over time.
The new site looks professional, is easy for people to use, and gives me a much better way to showcase holidays and travel ideas. Mark also helped me think about how to keep the content current, which has made the website much easier for me to manage going forward.
Penny Blay – Travel PA
Targeted SEO Across the Website
Before building the site, we carried out keyword research to identify the phrases and search terms most relevant to Penny’s services.
This research was then used throughout the website, helping to shape page titles, headings, content and metadata. Rather than simply adding keywords for the sake of it, the aim was to create useful, natural content that reflects what potential customers are actually searching for.
We also moved Penny’s existing blog across to the new website and improved the metadata, helping older content perform better and sit more comfortably within the new site structure.
Design Before Development
Before the website was built, we created a flat design mock up for Penny to review and approve.
This gave her a clear sense of how the new website would look before development began, helping to make sure the visual direction, layout and overall feel were right from the start.
The finished site has been designed to feel welcoming, professional and easy to use, while giving Penny the flexibility to promote new holidays, share travel advice and showcase client testimonials.
Fast, Secure Website Hosting
Once the website was completed, we moved it onto our fast and secure hosting platform.
The site now benefits from built-in object caching, helping pages load quickly, along with rolling seven-day backups for added peace of mind.
This gives Penny a reliable foundation for her website, with hosting that supports both performance and ongoing security.
The Result
The new Penny Blay, Travel PA website gives Penny a more flexible, professional and search-focused platform for her business.
She can now manage holiday content more easily, target specific types of holidays through structured categories, keep pages current for longer and continue building useful blog content around her travel expertise.
For visitors, the site is easier to browse and gives a clearer sense of the personal service Penny offers. For search engines, the improved structure, metadata and content strategy provide a stronger foundation for long-term visibility.
Would You Like Your Website to Work Harder for You?
Sussex Marketing are based in Horsham, West Sussex, and work with clients throughout Sussex, Surrey, London and across the UK. If your website or online presence no longer reflects the quality of your work, we can help you modernise your business, improve how you present your services, and build a digital presence that gives potential clients confidence. We can use our core SEO and AIO skills to get more visitors to your site and create user experiences that help them convert.
Key Services:
Keyword Research; Web Design & Build; Targeted SEO; Content Strategy; Web Hosting
Visit the website:
www.pennyblaytravelpa.co.uk
