Context
Wanyama Trail Safaris runs the classic northern Tanzania circuits — the Serengeti plains, the Ngorongoro Crater, and the forest belt up Kilimanjaro. It is a competent operator in a crowded category, where dozens of websites compete for the same international traveller and most of them look identical.
The problem was not traffic; it was conversion. Visitors arrived, skimmed a generic itinerary grid, and left without enquiring because nothing told them what a day on this operator's trip actually felt like. The site needed to do two jobs: give enough genuine detail to build confidence, and make the enquiry itself effortless.
Decisions
01
Decision
Write itineraries with real day-by-day detail.
Each circuit is presented not as a bullet list of parks but as a sequence of days a traveller can picture — where you wake, what you see, how long you drive, where you sleep. Specificity is what separates a trusted operator from a brochure, and it is what gives a nervous first-time safari-goer the confidence to send an enquiry.
02
Decision
Treat the enquiry funnel as the product.
The whole site funnels toward one action: a clean, low-friction enquiry. The form asks for what the operator actually needs to respond well — dates, party size, circuit interest — and nothing that would make a traveller abandon it. Booking a safari is a conversation; the site's job is to start it, not to close it.
03
Decision
Build for an international audience on variable connections.
The traveller researching from abroad may be on hotel wifi or a phone in transit. The site is built to load fast and read well on any device, because a slow itinerary page is an itinerary page that never gets read.
Outcome
Wanyama Trail now has a site that does more than list trips — it sells the experience of them and makes enquiring the path of least resistance. The itinerary pages carry the persuasion; the funnel carries the conversion.
3
Signature circuits
Day-by-day
Itinerary detail
Low-friction
Enquiry funnel
Replace with the operator's real numbers — enquiries, enquiry-to-booking rate — when confirmed.
- Next.js
- Tailwind CSS
- Vercel
What I’d do differently
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I would have pushed for original photography per circuit. Stock and mixed-source imagery undercuts the specificity the writing works so hard to build. Each circuit deserves its own visual identity.
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The enquiry form could capture budget gently. Without it, the operator does an extra email round to qualify. A single optional budget band would shorten the path to a useful first reply.