Howth Cliff Cruises is a renowned family-owned business offering boat trips in Howth, Dublin (Ireland). Led by Mark, a Master Mariner and Chief Engineer Officer with over 20 years of experience, the company boasts a unique distinction as they are the only boat tour that offers landings on Ireland’s Eye for passengers to explore its beautiful biodiversity. Their impressive lineup features four main cruises: the popular Ireland’s Eye Tour, the iconic Howth Cliff Cruise, the Cruise and Dine, and the Sunset Cruise.
The client came to us to modernise their website and envisioned a sleek look for Howth Cliff Cruises with a variety of layouts to provide an interesting user experience. The introduction of a blog was also suggested to provide a platform for storytelling and to boost search engine optimization opportunities. The company has a rich history and the client wanted the story of their Master Mariner to be showcased more throughout the design.
This website initiative is part of Fáilte Ireland’s Digital that Delivers program, aimed at enhancing digital accessibility for tourism businesses throughout Ireland and promoting growth within the sector. The program seeks to enrich digital transformation in visitor experiences, fostering more engaging and interactive online interactions.
New brand identity
The brand refresh of Howth Cliff Cruises introduces a vibrant new look that celebrates the company’s deep-rooted maritime heritage and its popular coastal tours, including the Ireland’s Eye and Sunset Cruises. The updated color palette (featuring shades of blue, white, and teal) draws inspiration from the sea, symbolizing professionalism, clarity, and the dynamic beauty of marine life. A charming puffin favicon and the Howth Harbour Lighthouse on the main logo adds a local touch, honoring the beloved seabirds of Ireland’s Eye and reinforcing the brand’s connection to Howth’s natural landscape and history.
Turning Browsers into Bookers: A Seamless, Story-Driven User Experience
The user experience of the Howth Cliff Cruises website is carefully crafted to convert casual browsers into enthusiastic bookers by blending visual impact, intuitive design, and strategic storytelling. From the moment visitors land on the homepage, they’re greeted with immersive drone footage and powerful imagery that instantly communicates the beauty and excitement of the cruises. This emotional connection is reinforced by a clean, modern aesthetic and a simple color palette that reflects the maritime spirit—creating trust and professionalism at first glance.
Website Design & Visual Identity
The Howth Cliff Cruises website embodies a clean, modern look that is user friendly and accessible. A simple colour palette inspired by the maritime landscape sets a calming tone, while the use of local images, immerses visitors in the scenic beauty of the cliffs and sea in the area. The use of a minimalist, icon-based logo ensures consistent branding across all pages, ensuring recognition and credibility for the users when they come onto the website. The use of self-captured imagery and video backgrounds are woven throughout the site to evoke the sensory experience of the cruise, making the digital journey feel familiar to the browser. This makes sure that they know what to expect and to reinforce safety concerns that they might otherwise have.
Tour Presentation & Booking
Tour information is presented in a summary card format, allowing users to quickly scan and compare options side by side. This layout reduces decision fatigue and empowers users to make informed choices with ease. Each tour page features a striking main image banner with overlay details such as duration and highlights, offering instant clarity. The integrated booking system is visually aligned with the site’s design and optimized for simplicity, ensuring a smooth, satisfying experience that minimizes drop-offs and maximizes conversions. The booking buttons are also tailored specifically in the bright teal colour (which makes it stand out against the contrasting dark background), making the button easy to locate and see.
Storytelling & Local Connection
The “Our Story” page uses a graphical timeline to narrate the company’s journey, adding emotional depth and authenticity. This storytelling approach builds trust and connection, positioning Howth Cliff Cruises as a family-run business with heritage and heart. The emphasis on local knowledge—highlighting wildlife like puffins and the unique coastal landscape—adds cultural richness and educational value to the experience. Strong imagery supports this narrative, making the story not just informative but visually compelling.
Layout & Content Strategy
The pages of the website consists of varied layouts that keep the user journey dynamic and engaging, showcasing different aspects of the cruise experience. Strategic use of background colors helps segment content, guiding users naturally through the site and reducing cognitive load. Consistent branding, including the puffin favicon and icon-based logo, reinforces the refreshed identity across every touchpoint. This cohesive visual strategy ensures that users feel confident and connected, increasing time on site and boosting the likelihood of booking.
