Ongoing technical operations and digital modernization for an adventure-tourism business — websites, hosting, SEO, booking platforms, content, and the connective work between them.
The business
An Alaskan operator runs snowmobile tours, ATV rentals, and backcountry trips. Like most real small businesses, its digital side grew organically: a WordPress/Elementor website, Xola for bookings and payments, SMS-heavy customer communication, social channels, and a stack of connected accounts — each added when it was needed, none designed together.
The real problem
The systems work, but they depend on each other in undocumented ways, and revenue flows through them every day. Nobody can take the booking flow offline to tidy it up. The business needed someone to own the whole connected layer — keep it running, fix the highest-friction parts first, and modernize it in steps that never put live bookings at risk.
My responsibility
Ongoing responsibility for the business-critical digital services: website and hosting administration, booking-platform support, SEO, content and social production, customer-communication workflows, and turning undocumented operational knowledge into written systems.
What was built
01
Website maintenance, hosting and domain administration, booking-page improvements, platform troubleshooting, and coordination across the accounts the business depends on.
02
A full audit built on real Google Search Console exports rather than tool boilerplate. It found click-through rate — not rankings alone — to be the biggest leak: pages earning thousands of impressions with under-1% CTR, money keywords sitting on page 2, and indexation issues splitting signals across duplicate URLs.
03
The audit shipped as work the business can act on: 12 paste-ready title and meta rewrites mapped to real queries, a five-type structured-data rollout plan built from the business's actual details, an indexation cleanup list, and a 30-day measurement baseline to judge results against.
04
Supporting the path from website to Xola checkout to confirmation, and documenting how packages, pricing rules, and booking logic actually fit together.
05
Seasonal social content, Instagram posts and Reels, and Meta Business Suite workflows that keep the business visible between seasons.
06
Writing down the booking flows, procedures, and platform configuration that previously lived in one person's head — and planning a phased move of marketing pages to a faster static architecture where it's operationally justified.
System view
Search (GSC-informed SEO), social content, and the business's public listings bring visitors in.
WordPress/Elementor site presents tours and rentals; pages are maintained, fixed, and gradually improved.
Xola handles checkout, scheduling, and payments; the site's job is to route visitors there cleanly.
SMS and owner-led workflows confirm details; documentation makes the whole chain repeatable.
Inspectable proof
Sanitized artifacts show the underlying work without exposing client identities, credentials, private dashboards, or customer data.
Approved June 2026 measurements that explain why click-through rate and page-two opportunities were prioritized. Client and query identities are withheld.
This case distinguishes delivered analysis from outcomes that still require measurement.
Evidence
Dated audit with the real GSC baseline: e.g., homepage at 15,019 impressions with 0.95% CTR; a key money keyword at position ~16 with zero clicks; an existing rich-result type already earning 6.86% CTR — the evidence behind the prioritized fixes.
Audit overview, GSC baseline scoreboard, 12 paste-ready title/meta rewrites, five-type schema plan, and an indexation cleanup list — split into client-editable and web-team tasks.
Documented current responsibility areas: websites and hosting, SEO, booking platforms, content and social, customer communication, and business administration.
The complete landing-page-to-confirmation booking flow is being written into operational documentation.
Results & current state
The business's digital layer has one accountable owner instead of scattered, undocumented responsibility.
Operator-confirmed role covering websites, hosting, booking platforms, SEO, content, and administration.
SEO decisions now rest on measured evidence instead of guesswork.
June 2026 audit produced a real Search Console baseline, prioritized fixes, and a 30-day re-measurement plan.
Operational knowledge is becoming documented systems.
Booking flows, procedures, and platform configuration are being captured so the operation stops depending on memory.
Describe your setup in a few sentences — you'll get a plain answer about whether and how I can help.