Discover. Adventure. 
Repeat.

For over 30 years, Adventure Consultants (AC) has been leading climbers to the world's most revered peaks. As one of the most trusted names in extreme adventure, AC needed a digital overhaul to stay competitive in an evolving market, attract new audiences, and create a seamless, trust-driven booking experience.

The Challenge

AC’s existing audience had shifted - longtime repeat clients were aging out, while younger, one-and-done climbers weren’t converting into return customers. The new site needed to:

• Appeal to goal-driven first-time climbers and adventure-focused solo travellers
• Establish stronger client relationships for future repeat bookings
• Simplify and streamline the customer journey to reduce pre-booking and post-signup admin
• Additionally, with expeditions at the core of AC’s business, the new digital experience needed to highlight these offerings without overwhelming users with detail or losing visual impact.

The Solution

Through audience research and competitor analysis, four key client personas were identified:

• Never-Climbed Newbies – Goal-oriented, confident, and process-driven.
• Solo Preppers – Adventure junkies with high disposable income.
• No-Fuss Old Hats – Repeat climbers looking for a seamless experience.
• Custom Groups – Status-driven, financially independent, and seeking curated adventures.

To build trust with first-time climbers and engage high-value group clients, a bold, high-impact visual identity was created. Clean typography, powerful imagery, and sharp contrast with AC’s signature black, orange, and yellow palette reinforced credibility, excitement, and expertise.

From a content perspective, visitors were categorised as either:

• Those who need details – Process-driven climbers wanting in-depth knowledge.
• Those who just want to go – Experience-focused adventurers needing clear, quick answers.

This approach shaped clear, digestible expedition pages that prioritized process transparency, pricing, fitness requirements, and FAQs - all designed to remove barriers to entry and drive action.

To ensure detailed content didn’t dilute visual impact, the site architecture was built around simplicity and clarity. A mega menu, strategic homepage placements, and a seamless expedition navigation structure ensured that key trips—like the Seven Summits—remained top-of-mind without clutter.

Trust was a fundamental pillar of the UX strategy. The site was designed to feel as reliable as AC’s guiding expertise, with decades of real expedition imagery, videos, and testimonials reinforcing credibility. We also added step-by-step navigation and breadcrumb menus to simplify trip planning and an information hub with live dispatch updates, strengthening the sense of community.

To reduce operational lift, the site was built on Craft Commerce, integrating multi-step booking forms with secure deposit payments, “Fill in later” form fields, making signup seamless, and a structured content system, reducing admin effort for future updates.

The Results

With a persona-driven UX, streamlined booking system, and performance-focused architecture, the new Adventure Consultants site is delivering results:

• Increased qualified inquiries thanks to a clearer expedition journey.
• Fewer pre-booking questions, making conversion smoother for clients and the AC team.
• Faster site speed and easier maintenance, reducing administrative overhead.

By crafting a high-performing, conversion-driven digital ecosystem, Adventure Consultants is set to continue guiding climbers to new heights - both on the mountains and online.