Barlows Caravan Park is a family-run caravan park in North Wales. Its new website went live in March 2026. For a local business, success in search isn’t about millions of impressions. It’s about making sure the people already looking for the park find it quickly and click. Since launch, the site has earned 2,084 clicks from 14,436 impressions, a 14.4% click-through rate.
At a glance
| Client | Barlows Caravan Park |
| Type | Local business, holiday and residential caravan park |
| Location | North Wales |
| Work | New website, local SEO, plus a community app for owners |
| Impressions since launch | 14,436 |
| Clicks since launch | 2,084 |
| Click-through rate | 14.4% |
Figures are from Google Search Console, launch in March 2026 to 14 September 2026.
The starting position
A caravan park’s search audience is small and specific. Most people searching already know the park or the area: existing owners, visitors checking details, people who’ve driven past, and locals looking for pitches or holiday homes nearby. What they need is the right information, fast, often on a phone.
That changes what good SEO looks like. The job is to own the searches for the park’s name and location, answer practical questions clearly, and turn searches into visits and enquiries.
The SEO and AI search strategy
| Area | The aim | What it involved |
|---|---|---|
| Brand and location searches | Be the result people click when they search for the park | Clear page titles and descriptions naming the park and its location |
| Practical information | Answer what visitors and owners need on the page | Facilities, directions, contact details and park information laid out for phones |
| Local visibility | Show up in local and map results | Consistent name, location and contact details across the site |
| Technical basics | A fast, mobile-friendly site Google can index | A lightweight static build on Netlify with a clean structure |
| AI search readiness | Be described accurately when people ask AI assistants about parks in the area | Clear, factual description of the park, its location and what it offers |
| Owner communication | Keep existing owners informed and connected | A community app for notices, alerts and local information, in development |
What was done
I built barlowscaravanpark.co.uk as a lightweight static site hosted on Netlify, launched in March 2026. It covers the park’s static holiday homes, seasonal touring and motorhome pitches, with page titles and descriptions that name the park and its location near Caerwys, and pages laid out for people checking details on their phones.
Alongside the website, a community progressive web app for the park is in development. Owners and visitors can install it on their phones to see notices, local information and, once the production version is built, alerts such as storm warnings. The Barlows community app case study covers it separately.
The result
Since launch in March 2026, the site has generated 14,436 impressions and 2,084 clicks from Google, a click-through rate of 14.4%. For comparison, the ecommerce sites in my portfolio see click-through rates of roughly 0.6% to 1.6% over the same kind of period, because their visibility is spread across thousands of broad searches. A local business with a focused audience should see a much higher rate, and Barlows does.
What I learned
For a local business, the most useful number in Search Console often isn’t impressions. It’s the click-through rate on the searches that matter, because it shows whether people who find you actually choose you.
For a local business, most searches are for the business by name. The job isn’t chasing new keywords, it’s making sure the result people are already looking for is clear enough to click. That’s why the page titles and descriptions mattered more here than any content plan.
Limitations
Most searches for Barlows are for the park by name or postcode, so the high click-through rate reflects a focused, local audience as much as the website itself. Caravan park searches are also seasonal. The figures cover six months since launch rather than a full year.
Services used
This project drew on SEO-first site builds and progressive web apps. It sits in local businesses and communities, and River Bend shows a very different kind of new site built for search from the start.
FAQ
What is a good click-through rate from Google?
It depends heavily on the search. Searches for a business by name often see very high click-through rates, while broad informational searches see low ones, especially where AI Overviews appear. Barlows Caravan Park earns 14.4% across its searches, largely because most people searching are already looking for the park.
Does a small local business need SEO?
Yes, but it looks different from SEO for an online shop. For a local business, the priorities are being found when people search for you by name or nearby, a well-maintained Google Business Profile, accurate details everywhere, and a website that answers visitors’ practical questions quickly.
What should a caravan park website include?
The essentials visitors and owners look for: pitch and holiday home information, prices or how to enquire, availability, directions, facilities, rules and contact details, plus clear photos. Pages should load quickly on phones, since many people check details on the move, and link to the park’s Google Business Profile and reviews.
Local business? Let’s get you found.
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