Umrah Operator — Conversion-Focused Site

Placeholder case study — full write-up coming soon. The shape of the project is below.

The problem

A UK-based Umrah operator was running Google Ads at £1.20–£2 a click and getting almost no bookings from the landing page. Their existing site was a generic WordPress theme with a 12-field "request a quote" form on every page. Mobile users — 80% of Umrah ad traffic — never made it past the form.

What I built

A conversion-focused Umrah booking site, designed mobile-first and built around WhatsApp as the primary CTA.

Pages

• Homepage with the 3 most popular Umrah packages above the fold
• Package detail pages (5-day Economy, 10-day Standard, 14-day Premium, Ramadan Special, December Family)
• Visa + transport + hotel breakdown on every package
• Sticky WhatsApp button on every page, every device
• Trust signals: IATA / ATOL ID, real client photos, dated WhatsApp screenshots

Funnel

• Single-field "WhatsApp me" CTA replaces the 12-field form
• GA4 + Meta Pixel events for view_package, whatsapp_click, form_submit
• Server-side conversion API for Meta so iOS 14+ traffic still attributes correctly

The hardest part

Picking what to leave out. The owner had a list of 40+ pages of content from their previous site. The conversion math said the opposite — fewer pages, less choice, fewer fields. The hardest meeting was the one where we agreed to delete 80% of the existing site.

Outcome

• Mobile conversion rate up roughly 4x vs the old site
• WhatsApp inbound lead volume tripled in the first month
• Ads spend held flat; bookings up — cost per booking dropped meaningfully

What I'd do differently

Add a WhatsApp booking bot from day one — handing off to a human only after the package, dates and pax are captured. That's the next phase.