Site goals & audience

Compiled from the Site Goal setup interview for Dornoch Tours. Authoritative — prefer this over generic assumptions when writing or building for this site.

Who this site is for

The site serves a blended audience of the general public planning trips to the Scottish Highlands, local community members in and around Dornoch who may join tours or refer visitors, and travelers researching a specific region or city to visit. Content should welcome first-time visitors to Dornoch with clear, evocative descriptions of the area and its tours, while also speaking to Highlands locals with insider details and community relevance. Write in a warm, place-proud, plain-English tone that balances tourist-friendly explanations (what, when, how to book) with authentic local character, so both a curious tourist from abroad and a neighbor from a nearby village feel it's meant for them.

Primary goal

Over the next 90 days, tour.rdgc.co.uk should convert visitors into tour bookings, grow its visibility across the Scottish Highlands, and build an engaged audience of travelers and locals interested in Dornoch experiences. The site must make it effortless to discover tour options, check availability, and RSVP or purchase, while steadily expanding organic reach and repeat visitors.

Geographic reach

Regional — Scottish Highlands (centered on Dornoch)

Website type & positioning

Local business website promoting guided tours in and around Dornoch

90-day targets

20+ tour bookings per month; steady month-over-month growth in unique visitors and returning visitors; measurable increase in RSVP/booking conversion rate from tour pages; growing social media presence (followers, engagement, and cross-posting of tour content) to feed the booking funnel.

Content strategy

Publish new or refreshed content every other week — rotating between tour spotlights, Dornoch and Highlands travel guides, seasonal itineraries, and visitor stories/testimonials. Each post should have a clear booking or RSVP call-to-action and be cross-posted to the site's social channels to build followers and drive referral traffic. Optimize core tour and booking pages for local and regional search (Dornoch, Sutherland, Scottish Highlands tours), keep availability and pricing current, and use email/social follow-up to convert audience growth into repeat bookings.

Industry & expertise

Local business / consumer services — tourism & guided tours — A small, place-based tour operator in Dornoch offering guided experiences across the Scottish Highlands. The business competes on local expertise, authentic storytelling, and ease of booking, serving both inbound tourists and regional residents. Success depends on clear tour presentation, trustworthy reviews, smooth online booking, and consistent visibility in local search and social channels.