2,324 visitors in July 2024. 8,926 in July 2025 – a 284% increase! Same business. New website.
Jacksons at Jedburgh is a family-run farm in the Scottish Borders offering rural experiences for families, couples, and groups. From meeting Highland cows and feeding lambs to farm walks, outdoor play, and seasonal activities, the Jackson family invite visitors to slow down and reconnect with nature. The farm is open April to October and serves visitors from across Scotland and beyond.
The problem with the old website
The previous website had a booking system in place, but the overall experience was holding it back. The website was visually busy, slower to load, and harder to navigate than it needed to be. For a seasonal tourism business, every unnecessary click or moment of confusion between a visitor arriving on the website and completing a booking is an opportunity lost.
How the new website transformed the booking experience for visitors
The new website is built around the visitor journey. Clear sections cover everything a family needs to know before they arrive: opening times, entry fees, directions, accessibility, parking, and what is included in a visit. Each experience has its own dedicated page, covering day tickets, Highland Cow encounters, lamb feeding, Farm Toddler sessions, gift vouchers, and Rustic Romance experiences for special occasions. Online booking is integrated throughout, making it simple to secure a visit in minutes.
The family is introduced warmly, with photos and a personal story that gives the farm a human face and builds trust with visitors who have never been before.
Conversion rates and booking growth in the first year after the new website launched
Online booking launched alongside the new website in July 2024 and the website was rebuilt on WordPress in May 2025. From the first full month of trading, the website consistently converted visitors into bookings above the industry standard for tourism websites, reaching 9.22% in February 2025 and sustaining strong performance through the peak season. By summer 2025 the site was attracting over 10,000 visitors per month, with bookings continuing to grow year on year.
