How Tempest blended arts, culture and natural scenery for a vibrant new vision of VisitGallup.com
Visit Gallup's website honors the natural surroundings and cultural traditions that make their destination so unique.
Nestled along historic Route 66 and steeped in art and culture, Gallup, New Mexico, presents visitors with an authentic adventure that can only be found in the “Gateway to Native America.” On a mission to better highlight the region’s unique offerings to prospective visitors, inspire travel and support local businesses, Visit Gallup, the Office of Tourism and Marketing for the City of Gallup, partnered with Tempest in early 2022 to build a new website and develop content publishing strategy to better engage visitors.
+104%
YOY Organic Traffic
57K+
First Year Organic Sessions
4,400+
Partner Referrals
Drawing Inspiration from Natural Beauty & Rich Traditions
The new VisitGallup.com includes a refined information architecture and mobile-first navigation — born of Tempest’s expert SEO and content insights — that aid in the discovery of the experiences that make the destination so unique. For instance, information on Gallup’s murals, museums, and Native American traditions is now located within a well defined Arts & Culture section. For murals specifically, Tempest moved on from low performing pages for each piece, instead utilizing an interactive, highly visual map to spotlight the location of each mural and a custom route to guide visitors looking to explore Gallup’s downtown public art.
Gallup’s previous website did not accurately represent the region’s abundant natural beauty, colorful art and cultural experiences, with subtle visual elements often hidden behind navigation or text. VisitGallup.com now prioritizes rich, full-width photos and videos that immerse viewers in the destination, showcasing the region’s gorgeous natural landscape, cultural activities and signature annual events, such as the Red Rock Balloon Rally and seasonal rodeos. A once-muted color palette has been replaced with one that evokes the vivid turquoise, yellow and red hues common in traditional Native American jewelry — 70-80% of which flows through Gallup. Distinctive line patterns and design elements pay homage to Gallup’s signature aesthetic, while custom, stepped mosaic content blocks mirror Visit Gallup’s new logo and brand identity.
Supporting the Local Community with Industry-Leading Technology
Powered by the Craft CMS, the new website allows for an impressive level of creative freedom for the Visit Gallup team, who can easily utilize each of the site’s dynamic visual elements to customize, enhance and create new content pieces to tell destination stories.
Local businesses, such as traders, restaurants, attractions and hotels benefit from integration with Tempest’s community-powered iDSS CRM solution, which allows business and event listings to seamlessly be featured in website content, such as blogs and landing pages. The CMS and CRM collaborate seamlessly via industry leading listings displays and website search functionality, which populate results in realtime as users sort, filter and search for partners to complete their itineraries. As a result, VisitGallup.com has driven over 4,400 visits to the websites of local businesses.
Visit Gallup's Organic Growth
Once the site was launched, Visit Gallup enlisted Tempest’s Growth Marketing team to support the website with ongoing content development and search engine optimization, identifying key narrative opportunities that will showcase top destination attributes to prospective travelers, improving website discoverability in search and increasing overall organic traffic. Since launch, Tempest’s Growth Marketing team has successfully published, enhanced or optimized over 52 pieces of content on VisitGallup.com. As a result of this work, the first full year of the new website welcomed more than 57,000 organic sessions, an impressive 104% YoY increase in organic traffic.
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At Tempest, we define growth as a broad, data-driven approach focused on ensuring visitors connect with your at every stage of the travel planning process.
The Tempest web development team are digital craftspeople building destination websites that set the benchmark for the industry.
