Greenhillock Glamping & Camping: A Digital Transformation Story
When Greenhillock Glamping & Camping first opened their gates in 2016, they had a simple dream: to share their special corner of Angus with nature-loving families and outdoor enthusiasts. Nearly a decade later, that dream has blossomed into something far beyond their initial vision. Their eco-campsite has become a beloved destination, complete with wildflower meadows, luxury Hobbit Houses, and magical events like their famous Potterfest celebration.
But there was one problem. Their website hadn't grown alongside their business.
The Challenge
When we first approached Greenhillock, the disconnect was immediately apparent. Here was a thriving business offering everything from basic camping pitches to luxury woodland retreats, hosting elaborate themed weekends, and championing environmental conservation. Yet their online presence told a different story, one that was outdated, difficult to navigate, and simply not doing justice to the incredible experience they'd built.
The site was aesthetically behind the times. The user journey was confusing, the booking process wasn't optimised for conversions, and visitors couldn't easily discover the full range of accommodations and experiences on offer. For a business that operates seasonally and depends on advance bookings, this was a genuine barrier to growth.
Starting Fresh
Rather than attempting to patch up what existed, we made the bold decision to start from scratch. We wanted to build something entirely new that could truly represent where Greenhillock is today and support where they want to go tomorrow.
A New Visual Identity
The first step was developing a fresh colour palette that captured the essence of Greenhillock's natural setting. We drew inspiration from the wildflower meadows that guests wake up to, the woodland canopy sheltering the Hobbit Houses, and the starlit skies that make this one of the UK's best spots for stargazing. The result was a palette that feels organic, inviting, and distinctly Greenhillock.
Rethinking the User Journey
We completely reimagined how visitors would move through the site, optimising for both mobile and desktop experiences. This was crucial because many people plan camping trips on their phones during lunch breaks or evening browsing sessions. The navigation needed to be intuitive whether you're using a 6-inch screen or a 27-inch monitor.
The new structure allows visitors to explore the different accommodation types, understand what makes each option unique, make confident booking decisions with clear information, and discover the wealth of activities and experiences available.
Streamlining the Booking Experience
One of our primary objectives was creating a better booking flow. We worked iteratively with the Greenhillock team to understand the pain points in their previous system and designed a process that removes friction at every step. Clear calls to action now guide visitors naturally from inspiration to reservation, with transparent pricing and availability front and centre.
New Content Sections
A website for a destination like Greenhillock needs to do more than facilitate bookings. It needs to help visitors envision their experience, answer their questions, and build excitement for their stay.
Events
Greenhillock hosts memorable events like Potterfest, pizza nights, and outdoor first aid courses. We created dedicated event sections that let the personality of these experiences shine through. Whether you're a Harry Potter-obsessed family or a group of friends looking for a unique outdoor adventure, these sections help visitors discover experiences they didn't know they needed.
FAQs
The new FAQ section addresses everything from fire safety to check-in times, reducing uncertainty and building confidence in first-time glampers. These answers are tailored to Greenhillock's unique car-free site, composting toilets, and back-to-nature philosophy.
Things To Do
We developed informative sections highlighting both on-site activities like pond dipping, den building, and meadow exploring, alongside nearby attractions from the wild beauty of Lunan Bay to Dundee's V&A museum. This positions Greenhillock as a gateway to exploring the best of Angus.
Accommodation Pages
Each accommodation type now has its own detailed page. Visitors can properly understand the difference between a standard pitch in the Home Paddock and a group pitch at Lyon, or decide whether the six-person Sparrowhawk or romantic Buzzard Hobbit House suits their needs. High-quality information leads to happier guests who know exactly what they're booking.
Designing for Every Device
In redesigning the site, we ensured that the experience was seamless across all devices. The mobile version is a thoughtfully adapted experience that recognises how people actually use their phones. Touch targets are appropriately sized, images load quickly, and the booking process is thumb-friendly.
On desktop, visitors get to immerse themselves in beautiful, expansive imagery of the meadows and accommodations, with plenty of screen real estate to explore all the details that make Greenhillock special.
An Ongoing Partnership
Perhaps the most important aspect of this project is what we emphasised from the beginning: this is the start of Greenhillock's digital journey, not the end.
As the business continues to expand, as they capture more beautiful photography of the site through different seasons, and as they introduce new offerings and experiences, we'll be there to help. The new website is built on a flexible foundation that can grow and evolve alongside the business.
This iterative approach means we're committed to ensuring their online presence continues to match the quality of their real-world experience. Whether it's refreshing imagery, adding new accommodation types, or optimising based on user behaviour data, we're invested in their ongoing success.
The Results
The new Greenhillock website finally does justice to this special place. Visitors can now easily discover whether they want a simple camping pitch or a luxury Hobbit House. They can learn about upcoming events, understand what makes the site unique, and complete their booking with confidence.
For the Greenhillock team, the site now works as hard as they do, clearly communicating their values around sustainability and nature connection while efficiently converting interested visitors into happy campers.
The website now tells the same story that guests experience when they arrive at Greenhillock: that this is a place where nature, comfort, and magic come together to create something truly special.
About Greenhillock Camping & Glamping
Located in Angus, Scotland, Greenhillock is an award-winning eco-campsite offering everything from wildflower meadow camping pitches to luxury Hobbit Houses. Originally a family rewilding project, the 25-year conservation effort has created a biodiverse haven where families can connect with nature. Visit them at greenglamping.co.uk.