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© 2025 by Best Marketing Co.

it’s time you made the best decision for your business:

canadian inquiries:
250-425-5002

US inquiries:
480-797-5512

contact

it’s time you made the best decision for your business:

let's work together

canadian inquiries:
250-425-5002

US inquiries:
480-797-5512

contact

© 2025 by Best Marketing Co.

it's time you made the best decision for your business:

canadian inquiries:
250-425-5002

US inquiries:
480-797-5512

Contact

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© 2025 by Best Marketing Co.
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3 Small Changes That Made a Big Impact For Our Client HeLa Ventures

Writer's picture: Best Marketing CoBest Marketing Co

Looking for a proven formula to transform your business with minimal changes? HeLa Ventures, a wilderness education and outdoor adventure company, achieved remarkable growth by focusing on just three key areas: a website overhaul, a branding revamp, and implementing highly targeted social media advertising. These adjustments doubled program registrations, quadrupled rafting bookings, and propelled the company into a sustained period of growth.


In this blog, we’ll take a deep dive into their transformation. We’ll unpack the specific strategies used for each change, highlight their measurable impacts, and share actionable takeaways that can inspire your marketing efforts. Whether you’re looking to enhance your online presence, build a stronger brand, or optimize your advertising, this case study offers valuable lessons to set you on the path to success.

Small Changes, Big Results

In today’s fast-paced digital landscape, making your business stand out can feel overwhelming. Many companies pour endless resources into massive overhauls, only to find that their efforts don’t always pay off. But what if the key to success isn’t about doing more—it’s about doing the right things.

HeLa Ventures faced this exact challenge. As a leading wilderness education and adventure provider, they had a strong service offering but struggled to attract and convert customers online. Outdated branding, an underperforming website, and inefficient advertising were holding them back.


With the help of Best Marketing Co., they implemented three small but strategic changes:

  1. A website overhaul to improve usability and search engine visibility.

  2. A branding revamp to modernize their visual identity and messaging.

  3. Highly targeted social media advertising to connect with the right audience.


The results were nothing short of transformative. By focusing on these areas, HeLa Ventures doubled their program registrations, quadrupled rafting bookings, and entered a new phase of growth.

In the sections that follow, we’ll break down these changes step-by-step, showing how even small adjustments can create a ripple effect of success.

HeLa Ventures website welcome section

1. Website Overhaul: User-Friendly and Search-Ready

Your website is the digital face of your business. If it’s not easy to navigate, fast to load, or optimized for search engines, potential customers will leave before they even explore what you offer. This was the case for HeLa Ventures. Their website wasn’t just outdated—it was actively driving away leads.


The Problem:

  • Navigation was cluttered and confusing, making it hard for users to find key information like program details and booking options.

  • The site wasn’t mobile-responsive, which was a major issue given that a large percentage of their traffic came from smartphones.

  • SEO practices were outdated or nonexistent, meaning the website wasn’t appearing in search results for relevant queries like “family rafting trips” or “outdoor adventure programs.”


The Fix:

To address these issues, we focused on three key areas:

  1. Streamlined Navigation and Improved Design

    • Simplified the menu structure to create a clear path for users to find information.

    • Added a prominent search bar and clear CTAs like “Book Now” and “Explore Programs.”

  2. Mobile Optimization

    • Ensured the site was fully responsive, providing a seamless experience across all devices.

    • Tested performance on various screen sizes to eliminate bugs and inconsistencies.

  3. Content SEO Optimization

    • Conducted keyword research to identify high-traffic terms like “rafting for families” and “wilderness team-building retreats.”

    • Optimized all page titles, meta descriptions, and image alt text.

    • Created new landing pages targeting specific services, boosting relevance for search engine queries.

  4. Speed Improvements

    • Compressed large images and leveraged caching tools to reduce page load times.

    • Optimized code to minimize unnecessary scripts and improve backend performance.


The Impact:

These changes transformed the site into a user-friendly, search-engine-optimized platform that became a powerful conversion tool. Organic traffic increased tremendously in the first three months, and the average session duration rose significantly as users engaged with the improved content.


Customers could now find the information they needed quickly, resulting in a 100% increase in program registrations and more rafting bookings than ever before.

HeLa Ventures social media post with updated branding

2. Branding Revamp: Modern, Memorable, and Magnetic

While their services were high-quality, HeLa Ventures’ branding didn’t reflect their expertise or appeal to their target audience. Their visuals were outdated, and their messaging lacked the energy and excitement needed to inspire adventure-seekers.


The Problem:

  • Overall branding felt dated, which diminished trust and brand recognition.

  • Inconsistent messaging across platforms created confusion and failed to communicate their unique value.

  • Their imagery and content didn’t showcase the breathtaking experiences they offered, missing an opportunity to emotionally engage customers.


The Fix:

  1. A Visual Identity Overhaul

    • Designed new themes of adventure, nature, and exploration.

    • Created a cohesive visual language with updated colour palettes, typography, and design elements.

  2. Unified Messaging

    • Developed a brand voice that was fun, adventurous, and inspiring, resonating with their audience.

    • Rewrote website copy, social media posts, and promotional materials to align with this voice.

  3. Enhanced Visual Storytelling

    • Invested in professional photography and video content to capture the thrill and beauty of their outdoor programs.

    • Used social media platforms like Instagram to share this content, building excitement and engagement.


The Impact:

The branding revamp positioned HeLa Ventures as a modern, trustworthy, and aspirational brand. This emotional connection drove significant growth in their social media following, with engagement rates increasing exponentially.


More importantly, the cohesive branding made it easier for customers to trust HeLa Ventures, leading to a dramatic increase in program inquiries and bookings.

HeLa Ventures holiday social media post

3. Targeted Ads: Right Message, Right Audience

Advertising is often the most direct way to drive conversions, but if your campaigns aren’t reaching the right people, they can feel like throwing money into the wind. This was the challenge HeLa Ventures faced with their previous advertising efforts.


The Problem:

  • Ads were broadly targeted, wasting budget on audiences that weren’t interested in their offerings.

  • The messaging in the ads didn’t clearly communicate their unique value or offer compelling reasons to take action.

  • Campaign performance wasn’t being tracked or optimized, resulting in stagnant results.


The Fix:

Our team crafted a comprehensive ad strategy focused on precision and performance:

  1. Audience Segmentation

    • Identified key audience groups, including families, corporate groups, and adventure enthusiasts.

    • Used data from social platforms to refine targeting based on interests, demographics, and geographic locations.

  2. Compelling Ad Creatives

    • Designed visually striking ads with engaging copy that highlighted unique offerings like “family-friendly rafting adventures” and “wilderness team-building retreats.”

    • Created video ads to showcase the excitement of their programs, leveraging platforms like Facebook and Instagram for maximum reach.

  3. Performance Tracking and Optimization

    • Set up detailed tracking metrics to measure impressions, clicks, conversions, and ROI.

    • Ran A/B tests to refine ad copy, imagery, and CTAs for better performance.

    • Adjusted campaigns in real-time based on analytics to ensure the highest ROI.


The Impact:

By targeting the right people with the right message, HeLa Ventures saw a massive increase in ad-driven inquiries and conversions. The campaigns not only boosted program sign-ups but also raised brand awareness, attracting new customers who were previously unaware of their offerings.

Targeted social media post for HeLaVentures featuring a mountain biker with a search bar overlay

Building Momentum with Strategic Changes

HeLa Ventures’ transformation is a powerful reminder that small, focused changes can drive big results. By addressing their website, branding, and advertising strategy, they achieved measurable growth while enhancing the overall customer experience.


Key Takeaways:

  1. Invest in a user-friendly, search-optimized website.

    Your website is often the first impression customers have of your business. Make it fast, intuitive, and easy to find through strategic content SEO optimization.

  2. Modernize your branding to reflect your value.

    A strong visual identity and cohesive messaging can build trust, inspire loyalty, and make your business more memorable.

  3. Leverage highly targeted social media advertising.

    Focus on connecting with the right audience at the right time, using clear messaging and compelling visuals to drive action.


At Best Marketing Co., we specialize in helping businesses unlock their full potential through strategic, data-driven marketing. Our expertise in SEO and SEM services, social media advertising, and branding is tailored to deliver results that matter.


Are you ready to take your business to the next level? Contact us today to see how we can help you achieve your goals with the same precision and creativity that fueled HeLa Ventures’ success.

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