Speyside Executive Hire

The Business

Speyside Executive Hire runs private, chauffeur-driven whisky tours, corporate and airport transfers, and wedding cars, on Speyside and across Scotland.

Its sister company, I Fraser & Sons, has worked in distilleries across Speyside and Scotland for years, and most of the drivers have worked in the whisky industry too. The fleet is three Mercedes-Benz Vitos and two Audi A8 Ls, and every journey is chauffeur-driven.

The Challenge

People come to Speyside from all over the world for its whisky, and many plan their visit from home, months ahead. The website needed to show what makes a day with Speyside Executive Hire different, the insider knowledge, and make it easy to go from “which distilleries should we see?” to an enquiry.

• Show the people behind it: drivers who have worked in the whisky industry
• Help visitors choose distilleries, even if they don’t know the area
• Give tours, airport and corporate transfers, and weddings a page each
• Feel as polished as the cars
• Be found by visitors searching from Inverness and further afield

The Solution

I designed and built a new website from scratch, in near-black and warm cream with a whisky-red accent, Cormorant Garamond headings and Jost for the text, and photographs from the road: the cars at distilleries, castles, lochs and weddings.

At the heart of it is a tour planner, so a visitor can choose their distilleries on a map and send the shortlist straight to the office.

• A Plan your day tour planner: tap distilleries on a map to build a shortlist, add the date, party size and pick-up, then send it, or copy a link to share it with the rest of the party
• A scrolling map of malt whisky country that follows the Spey from the upper river to Spey Bay, with the distilleries along each stretch
• Links from other pages that open the planner ready-filled, with a suggested set of distilleries or a pick-up from Inverness or Inverness Airport
• Pages for whisky tours, the Malt Whisky Trail, tours from Inverness, the Spirit of Speyside festival, chauffeur hire, airport transfers and wedding cars
• The fleet, with what each car is best for
• Guest reviews from distillery tours, events and weddings, and the distillers, hotels and estates they work with
• An enquiry form that asks for the date, party size and pick-up, with the right service already chosen from each page
• Structured data describing each service, so Google understands what they offer

The outcome

Visitors can now see who will be driving them, choose their distilleries on a map and send a shortlist from anywhere in the world. The office gets an enquiry with the date, party size, pick-up and distilleries already filled in, ready to plan the day around tour availability.

With a page for each service and for the trips people search for, from the Malt Whisky Trail to tours from Inverness, the site is built to be found as well as chosen.

Screens from the site