Casa Scinella – case study

Casa Scinella is a guest house in Cilento. Unlike a city property, here the visitor often has not chosen the destination yet: the site has to sell the region before the room.

The constraint that shaped the project

Someone searching for "hotel Rome" has already decided where they are going. Someone landing on the site of a Cilento guest house is still working out whether Cilento is the right place for their holiday. Those are two different moments in the buying journey, and they call for two different websites: one that closes, and one that first persuades. The region and the experiences take up as much space as the rooms because they are the deciding part.

How it works

• Rooms and seasonal rates, with seasonality stated rather than buried at the bottom.
• A section on the Cilento region, which is the main argument and not a side dish.
• Experiences and activities nearby — the days the visitor is picturing.
• Directions to the property, which inland is not a detail.
• Italian and English.

The part you do not see

The pages about the region are not only there to persuade someone who has already arrived: they are also the reason people arrive at all. Somebody searching for what to see in an area is not looking for accommodation, but they are exactly the person who will book some. It is a slow strategy that pays back in months rather than days, and that is why the content structure has to be right from the start: rebuilding it later means resetting the count to zero.