ZipQuest Waterfall & Treetop Adventure

Adventure tourism · Fayetteville, NC

The situation

A zipline course competing for discretionary weekend spending, in a market where almost nobody wakes up knowing the business exists. Demand had to be found at the moment someone decided they wanted something to do.

Which makes this a search problem before it is an advertising problem, and a booking problem before it is a traffic problem.

What we did

Rebuilt the site for navigation and usability, then rewrote every tour, activity, and FAQ page against real search demand for adventure travel in the market
Ran SEO as a dedicated, continuously reviewed workstream rather than a one-time audit
Built the owned audience deliberately: email list and social following treated as assets the client keeps
Cultivated a review base across Facebook, TripAdvisor, and Google through scheduled content and active engagement
Tracked every lead source so cost per potential guest could be calculated, not estimated

Reservations up 25.8%

8,591

Marketing cost per potential guest

$1.55

Trackable leads generated

38,868

Email subscribers built

22,556

Google Maps lookups, monthly

14,000

Search did the heavy lifting: 14,000 Maps lookups and 74 inbound calls from Google in a single reporting month, the number one ranking for Fayetteville outdoor activities on TripAdvisor, and a place on USA Today's list of the top ten ziplines nationwide. Social compounded it — page actions up 247%, video views up 346%, reach up 58% at campaign peak — alongside a review base of 811 on Facebook, 548 on TripAdvisor, and 208 on Google.
$1.55 per potential guest against 8,591 booked reservations. That is the whole argument on one line: a unit cost, and the revenue it produced.

Services used