Website Copy + SEO Case Study: Skagit Tourism Bureau

This SEO case study shows how a tourism bureau redesigned its website and increased its impressions, keyword count, traffic, and backlinks.

I was introduced to Kristen at the Skagit Tourism Bureau through one of my blog writing clients, Rachael. Rachael was their project manager for their rebrand and website redesign project. She recommended me for website copywriting and SEO.

Although I don’t typically offer website copywriting services, I was so grateful for the referral and wanted to do my client a solid. We started working together on the bureau’s website copy in September 2024 and wrapped it up in December 2024. It was a huge project, but it’s something I’m super proud of!

(You can read Rachael’s side of the project right here!)

Business Overview

Skagit Tourism Bureau is your one-stop shop to plan your visit to the quaint county of Skagit Valley. They are passionate about sharing the beauty and spirit of their region. The bureau aims to help tourists discover all the valley has to offer, or the Magic of Skagit, as they like to say.

Skagit Valley is an agricultural community, and a lot of its tourism comes from its annual tulip festival in April. However, they have activities and events year-round that allow visitors to experience the region’s rich culture, history, and natural beauty.

I learned so much about Skagit Valley while writing their website copy that I want to plan a visit!

Challenges

The Skagit Tourism Bureau was going through a lot of changes in 2024. They recently hired a new CEO and were planning a complete rebrand, website redesign, and strategy. The goal was to enhance the user experience and increase local businesses’ involvement and recognition within the community.

A website redesign is no easy task. As a tourism bureau, their website was massive, with over 100 pages of information and blogs. It required a full audit to determine which pages to keep or eliminate, identify what was missing, and identify what needed to be added. Rachael did a lot of this work, and I don’t envy her!

With a project of this size, they needed a lot of help. They had a project manager, development team, graphic designer, and a few writers, including me. As the project manager, Rachael was my primary point of contact since she was communicating regularly with Kristen and her team.

“Eden was a detailed and extremely valuable partner during our website rebuild. Her SEO work has already proved to be invaluable as our site is trending higher than anticipated. We are so happy with the work that was done and our partnership.” – Kristen

Solution

As a tourism bureau, they had a lotttttt of information to share, including:

• Dine, sip, and stay recommendations
• Things to do in all seasons
• Year-round events and festivals
• Tourist information

Although they audited the original website, there were still over 100 pages of copy to write, and I wrote 74 of them.

I did all the SEO research first, choosing relevant keywords for each of the pages. This gave me an idea of how I needed to word certain things on the pages. It took me about a week to do this step.

Once the keyword research was approved, I began writing the copy. We agreed to prioritize sections throughout the website, finishing one at a time. This was the order I worked through:

• Seasonal Travel (5)
• Communities (10)
• Dine (10)
• Sip (7)
• Stay (7)
• Discover (31)
• Other (4)

I also wrote the SEO metadata for each page. This included the SEO title, meta description, and URL slug. 

My drafts were being reviewed as I finished each section, so I was constantly rotating between drafting new copy and reviewing and making revisions. 

They had a hard deadline to have all website copy drafts written, reviewed, and completed by the end of December 2024. And, of course, with the holidays, that actually meant by December 20.

Luckily, we got it done so we could all enjoy some much-needed time off.

Results

Their new website looks absolutely gorgeous. The layout and navigation are user-friendly, the images are appealing, and it gives you everything you need to know about visiting the Skagit Valley.

Take a look at their completed website!

From an SEO perspective, they are seeing increases across the board. This comparison is between Sept 2024 – Feb 2025 and March 2025 to August 2025, showing the increase in each data point.

• Organic Pages: 38%
• Average Traffic: 29%
• Search Impressions: 86%
• Referring Domains: 48%

They always see a spike in traffic in the spring due to the tulip festival (it’s a BIG deal!)

This was a MASSIVE project – probably the biggest I’ve ever done. It was a wonderful experience working with the Skagit Tourism Bureau team and, of course, my client Rachael. The website redesign was definitely a team effort, and I was happy to be a part of it.

Although this SEO case study might make you think you have to do an entire website redesign to see SEO results, you don’t! Small changes can make a big difference.

While I don’t do website copywriting projects, I’m always accepting new blog writing and strategy clients! Explore my services and find the best one for you.