I redesigned the site to reduce cognitive overload, simplify booking paths, and make it mobile-friendly — resulting in +727% mobile engagement and +361% desktop interaction. Start scrolling for the story.

Lanzarote Surf, one of the most recognized surf schools in the Canary Islands, struggled with a cluttered, overwhelming website.

– navigating the site, – understanding available courses, – and completing bookings.

The website contained excessive text, inconsistent branding, and lacked a streamlined user flow.

Simplify content structure to make course options clearer and easier to navigate.

Enhance branding consistency to improve credibility and user trust.

Optimize for conversions by making CTAs more prominent and reducing friction.

Improve mobile experience, given that most visitors accessed via mobile.

Maintain SEO rankings by keeping original URLs intact.

Despite the amount of information available on the original website, users were still struggling to find clarity. I conducted user interviews to uncover behavioral patterns, decision blockers, and unmet informational needs.

During interviews, we found that users still had very basic questions not addressed on the site — like how to identify their surf level in order to choose the right course. This lack of clarity often led to frustration or hesitation, causing potential customers to drop off before reaching the booking step.

Simplified offerings to highlight the most popular plans.

I moved that information to the footer via FAQs and optimised it for SEO.

I used dropdowns, carousels and iconography to facilitate reading.

Added a comparison table to help them self-assess before booking.

Decided to made them bold, consistent, and action-driven.

Adjusted messaging to encourage individual sign-ups.

To understand how the original website was performing and where users were engaging (or dropping off), I conducted a multi-source research process combining:

Google Analytics (GA4): to track traffic sources, device behavior, top-performing pages, and funnel drop-offs.

Hotjar: to analyze heatmaps and scroll depth, identifying where users lost interest or missed key actions.

Semrush: to audit search visibility, keyword positioning, and competitor presence across surf-related queries.

To understand how users interacted with the website, I created a customer journey map that revealed key pain points:

Consideration Stage Issues: Users had trouble finding relevant information due to cluttered pages.

Decision Stage Friction: The lack of clear CTAs made it difficult for users to take the next step.

Mobile Experience Challenges: Despite most traffic being mobile, the desktop experience was prioritized.

 

Reorganized the website’s structure to focus on high-interest content.

Consolidated pages and removed unnecessary distractions.

Simplified booking flows to guide users directly to reservations.

Optimized for mobile-first navigation.

Post-launch impact: Optimized for mobile-first growth.

€19K in revenue in the first 8 weeks — setting a solid foundation for 2025 growth

Mobile sessions and engagement time skyrocketed, showing improved UX.

Bounce rate dropped by 35%, thanks to improved navigation

Customer support inquiries reduced, as FAQs covered common concerns