Bringing ten venues together into one seamless digital experience
Provenance Collection came to us with a clear ambition. Their portfolio of award-winning hotels, village inns and gastropubs, including Harrogate landmark The West Park Hotel, had evolved, but their digital presence hadn’t kept pace.
With multiple standalone websites in place, users had to jump between domains to explore venues, book a stay or reserve a table. It created friction in the journey and made it harder to present the brand as one cohesive collection.
Provenance wanted a refreshed design that elevated their existing brand and better reflected the quality of experience they deliver across their venues.
They wanted to bring all seven venue domains into a single high-performing website that made it easy for users to browse, book and get in touch, while strengthening SEO and laying the foundations for future growth.
The Provenance team recognised the important role that SEO would play in the build, with the consolidation of domains, and so set out a plan post-launch to partner with us on a full SEO, AEO and PPC package, to increase visibility and bookings.
Let the design do the talking
Refreshing and elevating the brand
We started by revisiting Provenance’s existing brand guidelines to understand how we could evolve rather than reinvent.
The goal was to retain the recognisable identity, while introducing a more refined, contemporary digital experience. We created a visual system that feels warm, welcoming and premium, in line with the Provenance offering.
Colour was used more deliberately across the site, not just for aesthetics but to guide users through key journeys. Whether someone is booking a table, browsing rooms or exploring venues, the design intuitively guides them.
Layouts were kept clean and structured, using modular sections that allow content to flex without becoming overwhelming. This ensures the site feels modern and easy to use, while still rich in content.
To reinforce the individuality of each venue within a unified site, we introduced subtle visual cues such as venue logos and branding elements throughout the experience. This helps users stay oriented and know which venue they are browsing at all times.
A website designed for clarity, performance and discovery
A key part of the project was consolidating a large volume of content into one streamlined structure. We carefully reworked over 60 pages, ensuring information was easy to find and logically organised. The new architecture supports both users who know exactly which venue they’re looking for and those who want to explore the collection more broadly.
Performance was also a priority. By bringing everything into one optimised platform, we improved load speeds, reduced duplication and created a more efficient foundation for ongoing SEO activity.
SEO and AEO copywriting
Content played a crucial role in the success of the new site. We rewrote key pages with both SEO and AEO in mind, ensuring content is not only optimised for search engines, but also structured to answer user queries clearly and effectively.
Working closely with the Provenance team, we shared these insights to help them refine additional pages, maintaining their welcoming tone of voice throughout. Together, we’ve created a site that is easier to navigate and built to capture the specific intent of our target audience.
Going forward, we will continue to strengthen their SEO and AEO with monthly blogs focused on popular searches and prompts, to maintain and improve visibility.
What we delivered
We designed and developed a fully unified website that brings the entire Provenance Collection into one place, including:
- A new, elevated design system based on existing brand guidelines
- Creation of key page templates for consistency across the site
- Full WordPress website build, combining over 60 pages into one central platform
- SEO and AEO-focused copywriting for core pages
- Improved site structure and navigation for a smoother user journey
- A scalable foundation to support ongoing marketing efforts, including SEO, AEO, PPC, social media and email
“We have partnered with Trio for a few years now, and they have always been excellent and have helped us out at short notice a couple of times.
Based on our past experiences, we commissioned Trio to design and build a new website for us, which launched in January 2026. Everything went smoothly, and the team were informative and helpful, explaining things well. Thank you, Ellie, Catherine and team.”
Ready to bring your digital presence together?
If your website no longer reflects your business or is holding back growth, it might be time for a rethink. Let’s talk about how we can help you create something that works better for your users and your business.
