VISIBILITY, RUNG ONE OF THE GROWTH LADDER
Get found and get booked. In 90 days.
Visibility is a 90-day build. We install six systems on your business that make you easier to find and easier to book, we run them live so you can see them working, and then we hand you the keys with everything documented so you can run it yourself.
Thirty minutes, free, no pitch.
WHERE THIS COMES FROM
Visibility is a 90-day build. We install six systems on your business that make you easier to find and easier to book, we run them live so you can see them working, and then we hand you the keys with everything documented so you can run it yourself.
In 2018 I took over Aquaduck Gold Coast. Good product, good crew, good reviews. Four percent of turnover came through our own website. The rest came through everyone else.
By the time I sold it, direct was 47 percent of turnover. Revenue was up 36.1 percent in ten months and net profit per passenger had trebled. Nothing about the boat changed. What changed was how many people could find us and how easy we made it to book us without going through somebody else first.
That is the whole idea behind Visibility.
Both channels grew. The business more than doubled before exit.
What I am not going to tell you
You need a market mix.
I am not going to tell you to walk away from your OTAs.
OTAs solve discovery, and they are good at it. If you are on Viator and GetYourGuide and you are getting bookings, that is a channel working. The problem is not that you use them. The problem is that they are carrying the whole business on their own, so you are paying commission on people who would have booked you directly if they had been able to find you.
You need a market mix. Direct above 45 percent of your total bookings is the target, and getting there does not mean fewer OTA bookings. It means more of everything, with your own channel finally doing its share.
So we do both. We make your OTA listings work harder, and we build the direct engine alongside them.
Who this is for
Owner-operators of tour, attraction, cruise and charter businesses, and accommodation with an experience attached. Usually somewhere between $500,000 and $20 million a year.
You are probably running below capacity. Your Google Business Profile has not been touched in two years. Reviews come in when they feel like it. Someone asks ChatGPT for the best thing to do in your region and you are nowhere in the answer. And every booking you do win costs you a slice you never get back.
This is not for you if you are in your first year and still working out whether the idea holds up. It is also not for you if what you actually want is someone to run your Instagram. That is a different job and I am not the person for it.
THE SIX SYSTEMS
In the order that pays fastest
They are in this order on purpose. The work that pays fastest goes first, on the traffic and the guests you already have. The work that takes months to compound gets started early and left to build. Each system gets installed during the 90 days, run live so you can see it working, and handed to you documented.
Booking path and conversion fixes
Most operators do not have a traffic problem. They have a conversion problem. People are already finding you and leaving before they book, and every fix in this section works on traffic you are paying for right now. That is why it goes first.
This is not a website rebuild. These are small, tested changes that lift conversion on the traffic already arriving.
A booking widget placement audit and repositioning, trust signals sitting next to your calls to action, a mobile checkout audit with the friction points fixed, exit capture on your highest traffic pages, and a documented before-and-after baseline.
The change log with the reasoning behind every fix, the conversion baseline report, and a quarterly checklist so you spot new friction before it costs you bookings.
Email lifecycle
Your past guests are the cheapest bookings you will ever get and most operators never speak to them again.
The other half of this sits before they arrive. Tell them what they are about to experience, what to wear, what the day actually looks like, who they will meet. That email cuts your no-shows, cuts the calls asking what to bring, and gets people turning up already connected to the business. It lifts your reviews too, because nobody is disappointed by something they understood before they got there.
A segmented database pulled from your booking platform, a pre-arrival sequence that sets expectations and builds the connection before the guest walks in, an automated post-experience sequence covering the thank you, the review request, the referral offer and the return incentive, four seasonal campaign templates, and 90 days of it running live so we can see what converts before handoff.
The live sequences, still running. The seasonal templates. A list health SOP and a re-engagement campaign. A monthly newsletter template.
Google Business Profile, built and running
An OTA cannot hold a Google Business Profile. This is the one piece of ground where a small operator can outrank the big platforms on their own name, and almost nobody is working it properly. Ranking movement takes a few weeks, but the fixes convert straight away. A missing booking link or wrong holiday hours is costing you bookings today.
A full audit and rebuild against Google's current guidelines, 12 weekly posts published during the build, a photo refresh with geotagging and captions, Q&A seeded with the questions travellers actually ask, and your services, products, holiday hours and offers all loaded properly.
A 12-week rolling content calendar, post templates by type, a photo library organised for a monthly refresh, and a posting SOP that takes about 30 minutes a week.
OTA listing optimisation
Better listings mean better visibility and better conversion on the platforms, and more guests who come back to you directly the second time.
A full audit and rewrite of your listings on whichever platforms you use, photography sequencing and captions, a clarity check on price and inclusions, and every direct booking magnet the platform rules allow.
The rewritten listings, live. A quarterly refresh checklist for when the platform algorithms shift, which they will.
Review generation and response
Reviews feed your Google ranking, your OTA ranking and your conversion rate on every channel at the same time. This one takes 60 to 90 days to build enough volume to move anything, so we start it early and let it compound while the faster work pays. Get it right once and it keeps working for years.
An automated review request firing after every completed booking through your booking platform, response templates written in your voice for every star rating, a protocol for the bad ones, and 90 days of live responses so you can see the system working before we leave.
The automation, still firing. The template library. An AI prompt library trained on your voice. The negative review protocol. A monitoring SOP that takes about 15 minutes a week.
AI search visibility
People are asking ChatGPT, Perplexity and Google's AI answers where to go and what to book. That is a real discovery channel now, and most operators are invisible in it because their site does not answer questions the way those tools read. It is the slowest of the six to pay, and it is the one that will matter most in two years.
FAQ content structured for how travellers actually query AI, schema markup on your tour and experience pages, and a baseline visibility audit across the major AI tools for 15 to 20 target queries for your destination and your product.
The published FAQ library, the schema deployed and documented, a quarterly refresh SOP, and the 15 to 20 tracked queries with the prompts, so you can re-run the whole check yourself in about 20 minutes.
WHAT THE 90 DAYS ACTUALLY LOOK LIKE
Three months, a fixed finish
Month 1. Foundation, and the fast money first.
We start with a 60 minute call where I capture your voice, your channel mix and which experiences we prioritise. Then access to everything, a written brand voice guide, and a full baseline audit so we know where you are starting from. The booking path audit happens in week one, because that is where the quickest return sits. The review request automation gets switched on early as well, so it has the full 90 days to compound.
Month 2. Build.
The booking path fixes go in and get measured. The pre-arrival and post-experience email sequences go live. Your Google profile gets rebuilt and starts posting weekly. The OTA listings get rewritten. The FAQ content and schema get published so the AI work has time to be indexed.
Month 3. Run, refine, hand over.
Everything runs live and we tune it twice based on what the data shows. SOPs get written, then tested by a VA against real tasks so we know a normal person can follow them. Week 12 is your handoff call. Week 13 is your strategic review.
The handoff pack
This is the part that matters, and it is the part most agencies never do because it ends the relationship.
You get an SOP binder with one plain-English procedure per system, written so your admin person can run it. The full template library. The prompt library. A monthly self-audit checklist that takes 30 minutes on the last Friday of the month. And a 90-day baseline report showing what shifted on your booking conversion, your review velocity, your profile performance, your AI visibility, your direct booking share, and the dollar value of the commission you did not pay.
Week 12 is a 60 minute handoff call where I walk you and your admin person through all of it. That call is delivery, nothing else. There is no pitch in it.
Week 13 is a 60 minute strategic review where we go through the baseline report together. What shifted, what did not, and what your business needs next.
From day 91 you are running it in two to three hours a week.
What you should feel by day 90
More of the people already landing on your site are finishing the booking. Past guests are getting the right email at the right moment without you thinking about it, and the guests coming in know what to expect before they arrive, so fewer of them ring you to ask what to bring. Reviews are landing several times more often. Your Google profile is producing more calls and more website clicks than it was. And you can see, on one page, what the whole engine did in 90 days, with a folder holding everything you need to keep it running.
PROOF
The numbers tell the story
Oceania Tours. Sebastian runs Spanish and Italian language tours through Phillip Island and the Great Ocean Road. Good product, posting when he remembered, mostly product shots, leaning on OTAs and word of mouth. We rebuilt the organic content around who he is and what actually makes the tours different. Within 60 days of taking over the socials, two private bookings at $6,000 each came through, plus a 40 percent lift in direct booking enquiries. The product was always good enough to command those bookings. The content was the thing standing between the product and the people who wanted it.
Hot Air Balloon Brisbane, Gold Coast, Cairns and Port Douglas. A 39 percent increase in website click-through from socials over seven months, across four destination brands.
QuackRDuck. A 34 percent increase in website click-through in three months.
All three results came from organic social media alone. No paid promotion, no ad spend.
at $6,000
each
Plus a 40 percent lift in direct booking enquiries, within 60 days, Oceania Tours
Increase in website click-through from socials over seven months, Hot Air Balloon Brisbane, Gold Coast, Cairns and Port Douglas, across four destination brands
Increase in website click-through in three months, QuackRDuck
What Visibility is not
It is not a retainer and it is not a subscription. It is a build with an end date. You are not signing up to pay me forever, and the whole design of it is that you can run the thing yourself when I am gone.
It is not a website rebuild. We fix the booking path on the site you have.
It is not anti-OTA. Your platform listings come out of this stronger than they went in.
And it is not the answer to every problem in your business. If your pricing is wrong or your product mix is losing money, more bookings will make that worse, not better. I will tell you on the call if that is what I am seeing.
Investment is discussed on the Growth Gap Call.
If you are working as hard as you have ever worked and the bank balance does not reflect it, the first thing to look at is where your bookings come from and what each one costs you.
I suggest you start there. What are your numbers telling you about your business?
Book a Growth Gap Call with me. Thirty minutes, no pitch, and you will leave knowing what to fix first whether or not you ever work with me.
The questions that stop people booking
-
Ninety days. Week 12 is your handoff call and week 13 is your strategic review. There is a fixed start and a fixed finish.
-
The booking path fixes and the email sequences work on people who are already finding you, so they move first. Reviews take 60 to 90 days to build enough volume to shift a ranking. AI search visibility is the slowest of the lot. That is exactly why we build them in that order.
-
No. Visibility is a build with an end date and the handoff pack exists so you can run it without me. Some operators choose to keep me involved afterwards and we talk about that at the week 13 review, not before.
-
About two hours in month one for the onboarding call and access setup, then very little while we build. From day 91 you or your admin person run it in two to three hours a week.
-
No, and I would not advise it. We make your listings work harder while we build the direct engine. The aim is a healthier mix, with direct above 45 percent, and more bookings overall.
-
Usually. We are fixing the booking path, not rebuilding the site. If the site is genuinely holding you back I will say so on the call before you commit to anything.
-
We work with the main ones including Rezdy, FareHarbor, Bókun and Checkfront. If you are on something else, tell me on the call and I will check.
-
Me and my team. I run the onboarding, the handoff call and the strategic review personally, which is why I only take a small number of builds at a time.
-
Investment is discussed on the Growth Gap Call, once we both know your business is the right fit for this.
-
Yes. Australia, New Zealand, the UK, Ireland, the US and Canada. Everything is delivered remotely and anything quoted is billed in your own currency.