Lancashire Living
Content-driven SEO campaign for a boutique hotel group that increased direct bookings and reduced OTA dependency.
The Challenge
Lancashire Living was paying 15-20% commission on every booking to Online Travel Agencies. Their own website attracted minimal direct traffic, and they had no content strategy to capture travellers researching the Lancashire region.
Our Solution
We built a comprehensive local content hub with guides to Lancashire attractions, events, and dining — all designed to capture travellers at the research stage. Technical SEO improvements and a direct booking widget reduced friction. Schema markup for hotels ensured rich snippets in search results.
Project Timeline
Content Hub Launch
Published 24 location guides, event calendars, and local attraction pages. Implemented hotel schema markup.
Technical Overhaul
Site speed improved by 54%. Mobile booking flow reduced from 6 steps to 3.
Link & PR
Secured features in Lancashire Life and Visit Lancashire. 18 high-DA backlinks earned.
Direct Booking Surge
Direct bookings surpassed OTA referrals for the first time. Organic traffic up 267%.
Before & After
The numbers that tell the story.
Key Results
“Direct bookings have completely transformed our margins. The content strategy Outline built for us keeps bringing in guests who are already excited about visiting Lancashire before they even reach our site.”