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Website Design and Optimisation

Extreme Edge Indoor Rock Climbing is one of those activities that keeps you coming back for more. Healthy, vibrant and reaching some heady heights delivers a winning experience. Illuminate By Design wanted to harness that energy in a website that captured the imagination and help drive passion (and sales of course).

We started with creating brand imagery and Photography that showed the enjoyment of the climbers. Then we layered the website experience to be akin to the activity with scrolling artwork.

The website development was centred around intensive Search Engine Optimisation as this industry sector ('things to do in Auckland' / 'activities for families') is highly competitive for page rankings. 

We developed several strategies to implement robust SEM and SEO tactics site-wide to ensure we had maximum visitor traction from launch.

Illuminate By Design was also appointed to develop the website for the partnered American operation in Laurel, Maryland. Having our full data and research insights of the local NZ marketplace has been a powerful benefit to the launch in the USA. From day one, Climbzone USA has been generating an avalanche of visitors and passionate climbers.


The content for Extreme Edge is highly website optimised to achieve top Search Engine performance. Our research and development of the website concentrated heavily on keywords using long-tail variations from the highest quantity of search engine data. Creating the initial sitemap was then a case of marrying up those key website traffic signals to place the website right in front of the oncoming traffic. That's dangerous on a road, but in this case ensures we perform at the highest level from launch.

They now also have a site that they are proud of and with three centres (Panmure, Glen Eden and Hamilton) the CMS integration allows them full access to update or amend any content throughout the website.

Over the past 12 months, Illuminate By Design have improved the website efficiency by:

Increasing website visitors by 22.57%

That's a potential visitor increase of 1450 a month

OR a sales increase of $365,400 annually

NOTE: the increase is actual, however sales numbers are examples as rough estimates assuming all website visitors converted to customers (which is the Holy Grail of Marketing)

I want some Illumination – let's chat

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