Stevens & Tate Marketing Redesigns Tides Hotel Website To Complete Tides Redevelopment Project

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After purchasing the Tides Hotel on Folly Beach, Avocet Properties completely reinvented this oceanfront resort property. The company turned to Stevens & Tate Marketing to develop the resort hotel’s new website to reflect the new brand.

“After undergoing a $6.5 million redevelopment, everything at the Tides Hotel had been rebuilt or remodeled from the ground up,” explained Jonathan Weitz, president of South Carolina-based Avocet Properties. “The new look was hip, sleek and ‘beachy cool.’ We needed to convey that vibe on the website—without losing a beat in being found in web searches.”

According to Weitz, the existing website did not set up the expectation of what the vacation experience would be like at the new Tides Hotel. The redesigned website also needed to be complete and live within a set time period as the hotel was heading into peak vacation season.

“To create a completely new site as quickly as possible, we utilized the existing framework to capitalize on the longevity the site had with the search engines,” said Dan Gartlan, Stevens & Tate president.

First, the full-service resort-marketing agency made the home page more photographic to immediately create a sense of arrival for the oceanfront hotel and illustrate the property’s chic design and beach ambiance through pictures.

“Copy changes played a major role in creating a voice for this unique brand. The new copy engaged readers and allowed them to visualize themselves at the resort,” said Gartlan. “These major copy revisions gave special attention to keywords to continue showing up strong in search.”

To push these captive viewers to take the next step—and ultimately increase conversions—Stevens & Tate added strong calls to action on each web page. The agency also updated the navigation to be more contemporary and user friendly, plus added new pages with fresh content to strengthen search results.

Since launching, both website visits and conversions have gone up for Total websites visits are up approximately 26% and unique visitors are up over 20%. In addition, pages viewed per visit have increased 14% and average page views have gone up more than 43%.

“As soon as the site launched, our statistics improved immediately,” said Stacy Danosky, Avocet Property’s director of marketing. “Our bounce rate went down and online bookings are up.”

According to analytics, the bounce rate is down more than 52% than prior to the new site going live. Plus, organic search has seen a 34% improvement in number of visitors to

The Tides Hotel on Folly Beach is Folly Beach’s only full-service oceanfront hotel. It contains 132 oceanfront guestrooms, a full-service restaurant and bar named BLU, and has more than 4,000 square feet of meeting space. The hotel is owned and managed by Avocet Properties, a premier real estate brokerage, property management and vacation rental company based in Folly Beach, South Carolina that has been serving the lowcountry for more than 16 years.

Stevens & Tate Marketing is a full-service advertising agency offering award-winning, on-strategy creative, integrated message development and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients in the hotel and resort, tourism, food and retail, business-to-business, health care, senior living, and real estate industries. To review the agency’s work, visit

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Debbie Szwast
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