25%
increase in online bookings YoY
40%
increase in website traffic YoY
Project Brief
Abbotsbury Subtropical Gardens came to us with a clear goal: modernise a dated website and create a digital experience that reflects how special the gardens are — while making booking simpler and easier to find. The existing site felt fragmented and overcomplicated, with slow load times, broken internal links and a mobile experience that wasn’t consistent across key pages.
The new site needed to work for a wide audience — families, garden enthusiasts and tourists — and answer the questions people have at the exact moment they’re deciding whether to visit. At the same time, it needed to be built on solid SEO foundations to grow visibility over time.
Led by Alex Rowe and Rob Larcombe, we consolidated the existing brand into a clearer set of guidelines and applied it consistently across the new site. We streamlined the sitemap, rebuilt key pages around visitor journeys, and brought ticketing to the front — acknowledging the reality of third-party booking, while reducing friction and improving clarity.
To support the launch and ongoing marketing, Metrix Productions captured the core footage and we created cutdowns for ads, email and use throughout the site. We also redesigned the visitor map to improve on-site wayfinding and overall experience. This was delivered as a dual project with Abbotsbury Swannery, using shared design patterns for continuity across the sister brands.
Project Background
Abbotsbury Subtropical Gardens is one of Dorset’s standout visitor attractions — and the website needed to match that standard. The previous site had grown over time, but key journeys had become messy: navigation was harder than it should be, booking wasn’t obvious, mobile usability was inconsistent, and broken internal links undermined trust.
About the Project
This rebuild was about removing friction at the point of decision. We focused on the questions visitors need answered quickly (what to expect, when to go, how to get there, what’s on, and how to book), then built a clearer structure that guides people naturally towards tickets — even when the final transaction happens via a third-party booking platform. Alongside the rebuild, we strengthened the SEO foundations so Abbotsbury could improve search visibility for core visits and newer commercial areas, including weddings.
How we do it
Achieving results for Abbotsbury Subtropical Gardens & Swannery
Booking front and centre
Ticketing is handled through a third-party platform, so the job was to make that journey obvious and low-friction. We brought booking links to the front across the site, improved signposting on key pages, and reduced the “where do I click?” moments that cause drop-off.
Visitor questions answered at key points
We rebuilt core pages around real visitor intent — opening times, prices, directions, accessibility, what’s on, and what to expect — so people can make a decision quickly without hunting through the site.
A simpler structure that’s easier to use
The previous sitemap had become cluttered and overcomplicated. We streamlined navigation and rebuilt internal linking so visitors can reach the right information in fewer clicks — especially on mobile.
Faster, more consistent on mobile
A big portion of visitors research on phones, often while travelling. We improved mobile layouts and removed common friction points so the experience feels reliable across devices — particularly on high-intent pages.
Built for search visibility
We implemented core SEO best practice across templates and key pages, then used GA4 and Search Console to track performance over time. The result: website sessions increased by 4,000+ year-on-year, and search impressions more than doubled.
New services launched and made findable
We introduced wedding-focused content and structured it to rank for relevant searches. That created a clearer route for a high-value visitor segment, without diluting the core “day visit” experience.
Abbotsbury Swannery
Project Background
Abbotsbury Swannery needed the same treatment: a modern website that makes planning a visit straightforward, feels consistent with the Gardens experience, and supports cross-selling between the two destinations. We carried shared design patterns across both sites so visitors get a coherent experience — and so the Abbotsbury team can manage both websites confidently with ongoing support from us.
About the Project
The Swannery site was rebuilt as part of the wider Abbotsbury digital refresh, with a focus on clarity and conversion. We simplified key journeys, improved mobile usability, and ensured booking and visit-planning information is easy to find — aligning the Swannery experience with the same standards as the Gardens site.
“We started to work with Sonder to build two new websites and focus on digital marketing. From excellent and reassuring communications on the projects, to recommendations to try something new, the whole team are knowledgeable, professional and make the whole relationship uncomplicated. A joy to work with, what a fantastic team.”
– Karen O'Gorman, Abbotsbury Subtropical Gardens
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