goshenisafaris.

Case study: A website built for growth, seamlessly aligned with strategy

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Project Overview

Gosheni Safaris, a local Tanzanian tour operator, wanted to streamline their website, which originally offered too many destinations with little content or traffic. We recommended a brand reconsideration to focus on their core strength—Tanzania safaris—and optimize their offerings to improve user experience and sales. By reducing the number of destinations and emphasizing key locations within Tanzania such as safaris, Zanzibar, and Kilimanjaro, the goal was to increase engagement and drive conversions.

Website Features:
Enhancing User Experience and Streamlining Booking

1

Experience-Driven Tour Categories

To improve the user journey, we introduced an Experience Page where visitors can choose their safari based on the type of experience they desire (e.g., luxury safaris, family tours, or adventure experiences). This personalized approach aligns with user interests, improving conversion by making the booking process more intuitive and tailored to what travelers are seeking.
2

Comprehensive Park & Destination Pages

We dedicated individual pages to each major Tanzanian park, including Serengeti, Ngorongoro Crater, Zanzibar, and Mount Kilimanjaro. These pages highlight the unique experiences each park offers, providing detailed information about wildlife, activities, and accommodations. This not only reinforces Gosheni’s authority as a premier Tanzanian safari operator but also enhances the site’s SEO, making it easier for users to find information about specific destinations.
3

Showcasing Fleet & Guides

Recognizing that Gosheni’s vehicle fleet and guides are key selling points, we created separate pages for both. The fleet page highlights the safari vehicles, detailing their comfort and features. The guide profiles help visitors understand the expertise and experience of the guides, ensuring that customers feel confident in their safari experience.
4

Tours Page with Filters

A new Tours Page was introduced with a comprehensive filtering system that allows users to search for tours based on dates, experience type, and destination. This feature simplifies the booking process, ensuring customers can quickly locate the right tour for their needs, which ultimately enhances conversion rates.
5

Itinerary Section & Interactive Map

The Itinerary Section now provides a clear overview of each park visited during the tour, with clickable links to individual park pages for more in-depth details. Additionally, an interactive map was included, showing the route of each tour, along with inclusions and exclusions for clarity.
6

Dynamic Content for Easy Updates & Future Expansion

The website was designed with dynamic content in mind, ensuring that blog posts and other content categories automatically display in the most relevant sections of the site. For example, blog posts about Tanzania safaris appear on both the Tanzania page and the Tanzania Safari page. This dynamic structure allows content to remain fresh without requiring constant manual updates and ensures the site remains scalable as Gosheni expands its offerings.

Marketing Approach:
Strategic Brand Building and
Long-Term Growth

1

Brand Strategy:
Focusing on What Works

We advised Gosheni to streamline their focus by highlighting their most successful destinations, such as safaris, Zanzibar, and Kilimanjaro. By cutting down on less impactful locations, this approach helped streamline the website and made it easier to communicate their core offerings. This strategy also aligned the brand with the destinations they are best known for, emphasizing their expertise in these areas.
2

SEO & Interlinked Content

To boost the website’s visibility and improve user engagement, we optimized the internal linking structure. Relevant blog posts were interlinked with park pages to create a dynamic content structure. For instance, blog posts about Tanzania safaris appear on both the Tanzania page and Tanzania Safari page, as well as on relevant destination pages. This interlinking improves SEO and ensures the site remains relevant, engaging users longer.
3

Informative Content & Articles

We added articles that cover important health and entry details, such as vaccination requirements and other travel tips. These articles help visitors prepare for their trip by providing useful information about necessary health precautions. By addressing potential concerns upfront, we ensure that customers feel reassured and informed, enhancing their overall experience and easing the booking process.
4

Comprehensive, Expert-Driven Content

We focused on providing well-researched, in-depth content created by experts. For example, the Mount Kilimanjaro page includes detailed route information, videos from past climbers, and planning tips (including training, guides, porters, and post-climb advice). Similarly, the Great Migration page goes beyond basic facts, offering a month-by-month guide and immersive videos to engage and inform users. This content adds value, builds authority, and fosters trust among users.
5

Experience-Driven Approach

Instead of focusing solely on destinations, we implemented a more experience-driven approach to the tours. This strategy helps cater to specific customer needs, whether they are looking for luxury, family-oriented safaris, or adventure-filled trips. It ensures that the marketing and the website align with user expectations and helps create a more personalized journey for visitors.
6

Scalable Sitemap for Growth

To ensure the website could grow with Gosheni Safaris, we developed a detailed sitemap that accommodates future growth and expansion. Whether adding new tours, destinations, or features, the website’s structure was designed to scale without disruption, ensuring that it remains adaptable as the business evolves.

Key Features & Results

The revamped Gosheni Safaris website is now focused, informative, and user-friendly, highlighting Tanzania as the primary safari destination. Key features include experience-based booking, comprehensive park pages, a filterable tours page, and an interactive map to guide users through the booking process. The site is designed to grow with the brand, offering a scalable structure to accommodate future expansion.

Ongoing Development: Long-Term Collaboration

We continue to collaborate with Gosheni Safaris, providing ongoing updates, content development, and digital marketing strategies. The website is designed to evolve alongside the business, ensuring it supports growth and continues to engage users effectively.

Services Provided

Web Design & Development

Content Strategy & Copywriting

SEO Optimization

Tour & Experience Development

Ongoing Marketing Support

Before & After

BEFOREAFTER
BEFOREAFTER

Key Takeaway

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The revamped website for Gosheni Safaris now provides a focused, streamlined platform that emphasizes their Tanzania safari expertise. With a user-friendly interface, experience-based booking, and an interactive user experience, the website is better positioned to drive sales and engage users. The ongoing collaboration ensures the website remains flexible and adaptable as Gosheni expands its services.

BEFOREAFTER
Peter Robert
Managing Director

Mato Marketing has been with us from the start, handling everything as our business grows. They don’t just build websites—they figure out exactly what we need to succeed and make it happen. Their deep understanding of our company means we can trust them completely. I wouldn’t go anywhere else.

They trust us

Our strategies focus on measurable success — from boosting website traffic to generating leads and increasing brand visibility through ad campaigns.
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Website Traffic Growth
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Ad Impressions Delivered
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Leads Generated Monthly

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