As a destination marketing organization (DMO), Visit Phoenix is tasked with showing off the desert-city mashup to potential visitors, which is why it needed a stunning, cohesive, updated website. 

Visit Phoenix was no stranger to Simpleview prior to this website redesign. The DMO is a longtime user of Simpleview CRM and CMS, along with MINT+, DTN, FuturePace, Act-On, and its Cvent integration. Because of this extensive history and trusted relationship with Simpleview, the DMO felt confident diving into a website redesign, which was long overdue.

Some of these goals included ensuring the new website would: 

  • Improve key website engagement and conversion metrics
  • Reflect the destination’s new, modern branding 
  • Inspire and ignite in travelers a desire to visit Phoenix, Arizona 

Since the redesign, Visit Phoenix has reported the most monthly website sessions ever and was able to point out destination-specific content that was missing on many competitors’ websites. Below are other results reported from Visit Phoenix’s SEO report for March 2022:

  • Organic traffic was up 48% compared to 2021
  • Sessions that entered on “Event pages+details” were up 137%
  • “Things to Do,” the top landing page for the month, was up 45%

Other YoY organic highlights included:

  • Listing referrals increased 51%
  • Event referrals increased 186%
  • “Trail Guide” requests increased 87%
  • Email sign-ups increased 109%

“The website redesign with Simpleview has pushed our marketing team to think critically about what a potential visitor is searching for, and how to design content in a way that will encourage them to interact with the website and eventually encourage future visitation,” said Steven Totten, digital marketing manager at Visit Phoenix. 


Visit Phoenix Case Study page 1