Visit Napa Valley Website

A mobile-first website designed to grow new audiences and connect with existing ones

Bellweather led research, strategy, and design for Visit Napa Valley's new website. Our website strategy blended multiple data sources including an extensive SEO audit, existing marketing research, and stakeholder insights garnered from dozens of on-the-ground interviews. The final website design brings the visual brand to life with layered content, playful mapping, and inspirational imagery that speaks to the incredible experiences found in Napa Valley.

The Results

Increase in New Users, compared to 2019

Increase in New Users, compared to 2020

Increase in Organic traffic, compared to 2019

Project Attributions and Credits:

Sector

Travel & Tourism

Disciplines

Research + Strategy
Website

Client Visit Napa Valley

Website https://www.visitnapavalley.com/

Team

Louis Lee, Chief Creative Officer
Emily Lessard, Chief Strategy Officer
Kyle McCloskey, Account Director
Kyle Cevallos, Marketing Research Associate
Kip Helton, Senior Designer
Giancarlo Hernandez, Junior Designer
Qadir El-Amin, Designer

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Visit Napa Valley Website

A mobile-first website designed to grow new audiences and connect with existing ones

Awards

Winner, Best Website 2021 - eTourism Awards

Gold Winner, Hermes Creative Awards 2021 – Travel / Tourism Website

Winner, 2021 WebAward for Outstanding Travel Website

Disciplines

Research + Strategy
Website

Results

19% Increase in New Users, compared to 2019
195% Increase in New Users, compared to 2020
27% Increase in Organic traffic, compared to 2019

Strategy built from local insights

Our research and strategy resulted in several new pieces of content, including first-person visitor tips, expansive FAQ sections, and a bespoke map. The strategy was developed from dozens of interviews with local leaders and business owners, along with an exhaustive SEO audit.

“Bellweather's thorough research and analysis enabled us to find ways to better engage with our website visitors. The team cleverly pulled through new branding and creative concepts to build an inspirational, beautiful website for an enhanced user experience.”

Karen Wibbenmeyer

Senior Manager, Digital Marketing of Visit Napa Valley

Mobile-first brand expansion

We built upon Visit Napa Valley’s existing brand to create a lush web experience. The valley-shape found in the logo becomes a way to crop images while also guiding a visitor down the page. We also added illustrations and atmospheric gradients to the brand toolkit to speak to the verdant wonderland of Napa Valley.

Mapping that moves beyond your screen

Our research revealed that the different towns and appellations within Napa Valley could be unfamiliar to first-time visitors. To help inspire longer visits and expand economic opportunities throughout the region, we designed a valley-wide map to orient and inspire visitors. The map became a foundational brand element and is used throughout the website, in visitor guides, and as a super-graphic on the Napa Valley visitor center.