Context

A UK campervan rental company was heading into peak season with demand arriving mostly through high-intent search — people typing "campervan hire [region]" with a date in mind — but a site whose landing pages had fragmented over the years. Similar pages competed with each other, diluted authority, and gave visitors three mediocre paths instead of one strong one.

What I did

• Mapped the search demand: which queries carried booking intent, and which pages (if any) answered them.
• Consolidated fragmented landing pages into a smaller set of strong, high-intent pages — one clear page per real search need.
• Rebuilt the content structure around those pages so authority concentrated instead of splitting.
• Worked through the booking funnel for clarity: what a visitor needed to know, in what order, to commit to a date.

The thinking

Seasonal businesses can't afford slow experiments — the season arrives whether the site is ready or not. The leverage was in subtraction: fewer, stronger pages targeted at queries with booking intent, and a funnel that respected how people actually decide on a holiday vehicle (dates, spec, price, trust — in that order).

What shipped

The consolidated page structure and clarified booking funnel went live ahead of peak season, giving the brand a search presence built around intent rather than page count.