Case file — PRJ-001
Kurt Safari.
A Kruger Park safari operator with a packed catalogue of tours and one job for the website: turn researchers into booked guests.
The brief
Kurt Safari runs daily and multi-day safaris out of the Kruger area. The old site buried the packages, loaded slowly on mobile data, and every after-hours question waited for the morning shift.
The build
We rebuilt the package browsing flow so visitors compare tours without digging, restructured the site for the search terms safari travellers actually type, and added an AI assistant that answers guests at any hour. Performance work went in last, then the rankings followed.
Scope of work
- S-01UX/UI design
Journeys mapped before screens: what visitors need, in what order, with the action always visible.
- S-02Development
Hand-built front end on a clean stack: fast to load, documented, and readable by the next developer.
- S-03Technical SEO
Structure, markup and speed tuned so search engines and AI assistants parse every page without guessing.
- S-04AI assistant
Trained on the client's own content with a visible human handoff, answering enquiries around the clock.
The details that mattered
- Mobile-data first. Most safari research happens on phones, often on roaming data. Every page was budgeted for that reality.
- Package comparison without dead ends. Tours link sideways to alternatives, so a wrong click never strands a visitor.
- The 2am test. The AI assistant answers availability and inclusion questions while European time zones are awake and the office is not.
Quick answers
Can an AI assistant really handle safari booking questions?
For availability, inclusions and pricing questions, yes, trained on the operator's own packages. Anything needing judgement hands off to the team with the conversation attached.
What stack is the Kurt Safari site built on?
WordPress, tuned hard: stripped of builder bloat, image-optimised and structured for travel search terms.