The Climbing Company came to ASTRE with two businesses (and legacies to match) together as one merged business and a services list so comprehensive it was doing the opposite of its job. Visitors to the site were confused and unsure what service was right for them, bounce rates were high, and conversions relied on back-and-forth emails.

The work started with a visual identity refresh before we rebuilt the entire web architecture around their audiences, not their offer list. The key shift was from "here are all our services" to "is this you? Here's your adventure." This new approach met visitors where they’re at, and recommended adventures or skills courses based on self-selected skill level. A dual mirrored structure gave outdoor rock climbing and alpine adventures equal, distinct space on the site, and the refined brand carried through across digital and print, so every touchpoint told the same story.

The Climbing Company is now positioned as Victoria's premier outdoor adventure company, and the site does the selling. Visitors book directly. Skills courses fill in advance. And their newly launched skills course program “Couch to Crag” sold out within two weeks, with a waitlist already formed for the next cohort.