The Challenge
Summits.com, a new online travel agency focused on climbing mountains in Southeast Asia, needed a website to attract and engage climbers. The challenge was to create a user-friendly, content-driven platform that would excite potential adventurers and test marketing approaches—without any paid marketing—using only organic traffic.
The Solution
xCelery took over the project after the initial content creation, designing an intuitive user experience and interface that showcased content about Southeast Asian mountain climbing. We optimized the site for search engines (SEO) and employed lean marketing techniques to build organic traffic. This involved strategies like securing backlinks from regional newspapers, engaging niche communities in trail running and mountaineering, and creating shareable content for social media. We also reached out to climbers for interviews to generate additional content that would increase engagement and boost visibility.
The Outcome
xCelery successfully grew organic traffic to Summits.com, but our market testing showed that the niche was too limited to justify further investment. The client was satisfied with the lean, data-driven approach that demonstrated the business’s lack of viability. While the website remains live, the project was concluded based on these insights.
