Case Study · Hospitality / outdoor recreation
Google thought they were a campground in another state.
The situation
Six repair attempts on a broken form. The schema said someone else.
The park had opened recently: 23 sites across a short-term RV and camping operation and 31 long-term residential rental units serving college students. The location had real demand drivers: a college town, seasonal event weekends with pricing potential at $330 per night versus a $45 base rate. But the digital foundation was actively suppressing that demand.
The prior vendor's site contained JSON-LD schema markup that identified the business as a different campground: different name, different state, different phone number. Google's index reflected that identity. The contact form had been broken for an extended period; six repair attempts had been made. Booking ran through a third-party marketplace platform at $100/mo plus a 10% commission on every reservation. The owner had no conversion tracking: "I have no idea what my actual conversion rate is."
The game-weekend pricing premium, a 633% rate increase versus base, existed in the owner's head and nowhere else. The 31 long-term rental units required approximately 70 manual texts per renewal season, sent individually by the owner. After-hours inquiries received no response. The operation ran on the owner's attention, not on systems.
What we architected
Correct the identity. Build the booking layer. Automate the journey.
Foundation first. The wrong identity and broken form meant every other system was building on sand. Phase 2 deploys the booking layer, SMS automation, inquiry handling, and manager dashboard onto the clean foundation Phase 1 created.
Phase 1: Foundation
Replace the broken vendor site with a correct, professional presence. Live now.
Identity correction
Working contact infrastructure
Owner-editable admin panel
Forward-compatible architecture
Phase 2: Autonomous Guest Journey
Native booking, dynamic pricing, pre-arrival SMS, and 24/7 inquiry handling. Pending third-party contract end.
Native 4-step booking modal
Owned reservation data layer
Pre-arrival SMS automation
After-hours inquiry agent
Manager dashboard
Outcomes
Baseline figures from the engagement. Phase 2 projection labeled.
Phase 1 is live. Phase 2 builds pending the third-party booking contract end. All baseline figures are real. The after-hours conversion projection is labeled.
"Their prior website was actively telling Google they were a campground in another state. We rebuilt the foundation and automated the guest journey from inquiry to check-in."
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