Down Under Endeavours
What: Updating website content for Down Under Endeavours, a bespoke luxury travel agency.
Goals:
Transform travel itineraries from text-heavy pages (optimized for search approximately 10 years ago) to more scannable, engaging, user-centered content.
Add visual interest through photos and videos.
Avoid extra development costs by using only the built-in WordPress Gutenberg blocks.
Travel Package Summaries - Before & After
BEFORE: The old summaries were extremely text-heavy with few visual breaks.
BEFORE
AFTER: I made the text much shorter, adding visual interest and more evocative language.
Down Under Endeavours specializes in unique experiences and luxury accommodations, so I brought those to the forefront in the Trip Highlights section.
Daily Itineraries - Before & After
BEFORE: The old itineraries had no visual breaks—just text.
AFTER: I created a reusable Destination block to add more visual interest:
A hero image for each destination
Short daily descriptions with engaging subtitles
Videos highlighting unique accommodations and experiences
I also created the A-List block to highlight the agency’s impressive credentials and the fact that they specialize in custom trips.
The team can easily update the A-List logo for future years and the change will apply across the entire site.
