Danfun

Danfun was on a One.com WordPress install — slow, hard to maintain, and visually dated. Owner Sander was also answering the same group-booking questions over email at all hours. As a seasonal business (March to October peak), every minute spent on inbox triage was a minute not spent running the actual tours. Sander needed faster site performance, a fresh visual direction that matched the on-the-beach energy of the actual experience, and a way to triage group inquiries automatically.

We did a full redesign and rebuild — moving from the aging WordPress install to a custom-built frontend. New visual direction, restructured information architecture, and clearer paths from each activity page to a booking. Hero video and assets proxy through a static subdomain so the new architecture handles peak summer traffic without breaking a sweat. Alongside the rebuild we built and embedded an AI chatbot tuned on Sander's actual booking flow — it answers common questions, captures group sizes, dates, and contact details, and forwards qualified leads straight to Sander. The chatbot lives as a responsive iframe widget that resizes via postMessage to fit any breakpoint.

Group inquiries now self-qualify before they hit Sander's inbox. The site loads in under 2 seconds even with hero video. Sander's brand voice is preserved (no salesy hard-sell language — discovery-framed CTAs throughout). The infrastructure is durable enough to run year-round without maintenance, freeing Sander to focus on the tours themselves during peak season. The full four-language relaunch went live on 16 July 2026. Within two days the site went from 118 to 466 Google impressions per day, and has held that level since. Measured in Google Search Console over 28 days: 409 organic clicks, roughly 6,500 impressions, 61 pages earning impressions, average position 6.7, and 84% of search traffic on mobile. Both the before and after windows sit in the middle of the Rømø peak season, two weeks apart, so the jump tracks the relaunch rather than the season. The chatbot has closed 10 bookings worth DKK 12,225 in booked value, each one verified against Danfun's booking system. That is a small but recurring share of Danfun's total bookings. The bot's main job is answering customers in four languages around the clock and catching the ones who write outside opening hours, not replacing the booking system.