Trogir Tours runs boat trips from Trogir, Okrug and Seget. For years the tours were sold the way the waterfront has always sold them — in person, to whoever walked past the stand. The site was built so guests find them while still at home, planning the trip.
An agency that sells from the waterfront has a market only as big as its stand: whoever walks past is gone. The catch is that the guest strolling the Trogir waterfront in July has usually already booked a trip — paid for it back in March, from a sofa in Prague. So the site wasn't meant as a brochure but as a second stand: one that's open around the clock and stands where the guest actually decides, in Google's results. Everything else follows from that — a separate page for every tour, boat, charter and departure point, copy in the language the guest searches in, and payment that happens right away, while the guest is still in the mood.
Trogir Tours wasn't competing with the next stand along the waterfront but with GetYourGuide and the hotel front desk — and guests open those two months before they pack. At that moment the agency simply didn't exist to them. On top of that, the offer is really three businesses with three pricing logics: tours per person, rental per day, charter per boat.
Instead of one page with the offer, we built around forty: a page each for all four tours, six boats and four charters, plus dedicated pages for departures from Okrug, Seget and Kaštela, and fifteen articles answering what guests actually search for — from getting from the airport to Trogir, to when's the best time to visit the Blue Cave. The homepage and every tour run in six languages. The best-known tour even changed its name along the way — what the agency calls Fish Picnic, guests search for as a three island tour, so that's what it's called now, with the old name in brackets.
Within weeks the site reached page one of Google for its core searches, opening a sales channel the agency never had. Bookings arrive before the guest boards the plane, the deposit is already paid by card, and the agency tracks dates and occupancy in an internal admin calendar instead of a notebook.
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