Surf school website to improve local visibility and increase bookings
Stoked Surf School
A bespoke surf school website built to support local discovery, reflect a premium experience, and drive long-term growth through Local SEO.
BUSINESS SNAPSHOT
Business Type: Surf School
Customers: Holidaymakers and local surfers
Service Area: Perranporth, Cornwall
PROJECT DETAILS
Project Type: Website redesign & ongoing Local SEO
Services Provided: Surf school website, Local SEO, Google Business Profile optimisation, ongoing website maintenance
Primary Goal: Improve local visibility, stand out from competitors, and increase bookings
The Client
Stoked Surf School was founded in 2022 after its owner, Julian, left an established local surf school, who were moving to a new location, and decided to launch a new, independent operation in Perranporth.
Entering a competitive market with established competitors, the business needed a surf school website that reflected a premium experience and helped it get found quickly by both visitors and locals.
The Problem
When Stoked Surf School first launched, it relied on a basic, hand-coded website created by a freelancer. The site offered little flexibility, was difficult to manage, and had no meaningful SEO foundations in place.
Images were low quality, copy lacked clarity, and the website did not reflect the high standard of equipment, training, or experience the school offered. This made it harder to compete with more established surf schools in the area, despite Stoked delivering an excellent service in person.
Visibility was also a major issue. Operating initially from a temporary location, the business struggled to appear prominently in local search results, limiting its ability to attract new customers during the crucial early stages.
The Challenge
Competing with established surf schools in a popular coastal location
Standing out as a premium surf school in a crowded market
Building visibility quickly for a brand-new business
Managing strong seasonality in demand
Working to a tight turnaround ahead of peak surf season
Limited initial access to high-quality, original imagery
The Strategy
The website and SEO strategy were designed to work together from day one. The focus was on creating a surf school website that was fast, mobile-friendly, and easy for customers to understand, while also laying strong foundations for Local SEO.
Mobile experience was prioritised first, recognising that most potential customers would be searching for “surf schools near me” on their phones while visiting or already in Perranporth. Clear lesson information, safety messaging, and location signals were built into the site structure.
Alongside the surf school's website design, competitor research was carried out to identify realistic keyword opportunities. Rather than chasing broad, highly competitive terms, the initial focus was on achievable local keywords that could deliver early visibility. This approach allowed Stoked Surf School to begin ranking among the top results within the first few months.
What We Delivered
A bespoke surf school website built in WordPress for ease of management
Mobile-first design optimised for speed and usability
Clear lesson and pricing structure to support conversions
SEO-friendly copy aligned with local search intent
Ongoing Local SEO campaign, focused on steady growth
Full optimisation of the Google Business Profile
Monthly website maintenance to ensure security and performance
How This Helped
Stoked Surf School's website now acts as both a discovery and trust-building tool. Customers can easily find the business through Google search or Google Maps using common queries such as "surf schools near me" or "surf schools in Perranporth", understand what lessons are available, and feel confident booking with a professional, well-established business.
Optimising the Google Business Profile has also allowed customers to book directly through it. Whilst this may mean not needing to visit the website itself, it reinforces the need to ensure the GBP is able to give Stoked's potential customers another avenue to engage with their services.
By pairing a high-quality surf school website design with consistent Local SEO and review generation, Stoked has been able to compete directly with long-established surf schools, despite being a newer brand. The new site supports bookings during peak season while continuing to build visibility during quieter winter months.
The Results
Within the first few months, Stoked Surf School began ranking alongside established competitors for key local search terms. Over time, continued SEO work has strengthened visibility, authority, and enquiry quality.
The website has supported increased bookings, stronger brand perception, and growing confidence in directing potential customers online, especially since the introduction of the booking system.
Key Metrics & Milestones
3,900% increase in organic search traffic over two years
495% increase in organic keywords
Authority Score of 21 (SEMrush)
Top-three rankings achieved for key local surf school searches
Over 500 five-star reviews on TripAdvisor
These figures reflect consistent, sustainable growth rather than short-term spikes.
increase in organic search traffic in two years
increase in organic keywords
Why This Worked
This project worked because it recognised the realities of a seasonal, experience-based business. Rather than slowing down during quieter months, SEO efforts continued year-round, ensuring Stoked was well-positioned when peak season returned.
Experience working with similar service businesses helped anticipate challenges around content availability and time pressure. By working closely with Julian, locking in a clear design and SEO strategy early, the project stayed focused while still allowing the business to evolve.
The combination of a strong website, Local SEO, and combining review platforms ensured Stoked Surf School was discoverable, credible, and competitive.
Is This Right For Your Business?
This type of website and SEO approach is ideal for:
Surf schools launching or rebranding
Activity providers in competitive tourist locations
Seasonal businesses relying on local search visibility
Experience-based services needing long-term SEO growth
Get a surf school website that drives bookings
If you run a surf school or activity-based business and need a website that helps customers find and book you, we can help.
From bespoke surf school websites to ongoing Local SEO, we focus on building visibility that lasts beyond a single season.
