Blue Lagoon Island: Success Stories

The need

The previous Dolphin Encounters website suffered from an outdated design that did not align with the premium experience offered at Blue Lagoon Island. The navigation was cumbersome, making it difficult for users to find information about the various programs and encounters. The visual design lacked the vibrancy and excitement of a tropical paradise, and the site was not optimized for mobile users, which is a significant portion of their target audience.

The key challenges were:

• An outdated and uninspiring visual design.
• Poor user experience and difficult navigation.
• Lack of a mobile-friendly responsive design.
• A disconnect between the online presence and the real-life experience.
  

The plan

We started with a two-pronged approach: a rock-solid technical SEO strategy to protect their existing rankings, followed by a complete design and development overhaul. No fluff, just a clear path to a better website.

Foundational SEO Strategy

Before we touched the design, we laid the groundwork to make sure the new site would hit the ground running. A smooth transition was our top priority.

• Reworked Website Structure for SEO - We overhauled the site architecture, creating a logical hierarchy that makes it easier for search engines to crawl and understand the relationships between pages. Following a new structure that improves the flow of authority throughout the site and helps surface the most important content.
• Keyword Migration and Keyword Mapping - We made sure we understood which keywords each page was ranking for. This helped us align the new site's pages with the right search intent.
• Preserving High-Performing Content - We took a snapshot of their top-performing keywords and pages. This data helped us prioritize content and protect their most valuable traffic sources.
• Content Pruning & Optimization - The old site had content that was either irrelevant or no longer performing. We identified and removed this "dead weight" to focus the site's authority on pages that matter. For existing low-ranking URLs with thin content, we repurposed and improved them to better match search intent.
• On-Page Optimization & Internal Linking - A full-scale analysis of on-page elements. This included optimizing headers, meta descriptions, and content to align with our keyword strategy. We also implemented a robust internal linking structure to distribute link equity across the site and guide both users and search crawlers to high-value pages.
• URL Mapping & 301 Redirects - We didn't just redirect old URLs to the new homepage. Each of the 301 redirects was mapped to the most semantically relevant new page. This tells search engines exactly where the old page's authority should be transferred, preserving valuable rankings and ensuring a seamless user experience.
• Avoiding Duplicate Content - We created a keyword map to ensure every page had a clear purpose, preventing any duplicate content issues that could harm their rankings.
• Disavowing Toxic Backlinks - We audited their existing backlink profile to identify and flag any toxic or spammy domains. We then created and submitted a disavow file to Google, effectively telling search engines to ignore these harmful links and protecting the site's SEO health from the get-go.

Web Design and CRO Strategy

With the technical foundation in place, we got to work on the fun part. The new website was designed to be a visual journey, giving users a taste of the Blue Lagoon Island experience. We focused on:

• Immersive Visuals & Emotional Connection: We replaced the outdated look with stunning, full-width aerial photography of the island. The color palette vibrant oranges for action, calming turquoise for the atmosphere, was chosen to evoke the feeling of a Bahamian paradise. We used real photos of guests having emotional, once-in-a-lifetime moments (like hugging a dolphin) to build trust and create a powerful desire to experience it themselves.
• Intuitive Navigation & Mobile-First Design - Knowing that most travelers plan trips on their phones, we built the site with a mobile-first approach. The navigation is clean and simple, the buttons are large and touch-friendly, and the entire experience is seamless from desktop to phone. Users can now easily find programs, check availability, and book their adventure without any friction.
• Conversion-Driven User Flow: The old site left users guessing. We fixed that. The new design features clear, unmissable calls-to-action. Bright orange "Book Now" and "View All Programs" buttons are strategically placed against contrasting backgrounds, drawing the eye and prompting action.
• Building Trust & Credibility - To a new visitor, trust is everything. We integrated a "Guest Stories From Paradise" section with real, 5-star Tripadvisor and Google reviews. This social proof is critical for converting users who are on the fence.
  

The results

The new Blue Lagoon Island website went live on December 2, 2025, and the difference is night and day. The site now truly reflects the world-class experience they offer. It’s visually stunning, easy to navigate, and built for growth.

While it’s still early, the new website provides a powerful foundation for Blue Lagoon Island - Dolphin Encounters to attract more visitors and drive more direct bookings. With a solid SEO strategy and a user-friendly design, they are set up for long-term success.