The Creative & Digital Agency
CLIENT

Paxton House

SECTOR

Tourism / Heritage / Weddings

SERVICES

Website Strategy, UX Design, Website Design & Development, CMS Development

THE CHALLENGE

Paxton House is one of Scotland’s finest Palladian houses that welcomes visitors throughout the year for exhibitions, events, weddings, accommodation stays, and outdoor experiences.

However, the previous website no longer reflected the quality or scale of the experience on offer. The site was outdated, difficult for the internal team to manage and lacked the clear customer journeys needed to support today’s visitor expectations.

With a range of audiences to cater for including day visitors, tourists, families, wedding couples, and accommodation guests users often struggled to quickly find the information most relevant to them. Key commercial offerings such as weddings, glamping, cottage rentals, and caravan stays also lacked visibility within the wider website experience.

Our challenge was to transform the website into a modern digital destination that:

  • Created clearer pathways for different visitor types
  • Improved usability and accessibility across the site
  • Increased visibility of the experiences that drive revenue
  • Encouraged more ticket bookings and enquiries through stronger calls to action
  • Balanced the heritage and character of Paxton House with a modern user experience
  • Gave the internal team more flexibility and control over website content and updates

Our Approach

Blumilk’s approach was to restructure the website around visitor intent, creating a more intuitive experience that allows users to quickly self-select their journey whether that’s booking tickets, planning a stay, exploring events, or making a wedding enquiry.

The design and content strategy focused on reducing friction and improving conversion by strengthening navigation, clarifying content structure, and prioritising key actions throughout the site.

Visually, the design blends heritage-inspired styling with a contemporary tourism feel, using immersive imagery and experience-led storytelling to reposition Paxton House as a destination rather than just a historic attraction.

A flexible CMS was also introduced to give the internal team full control over updates, campaigns, and event content, allowing the site to evolve and change throughout the seasons.

What We Delivered

  • A Modern Visitor Experience

    Blumilk redesigned the Paxton House website to create a modern, immersive digital experience that better reflects the quality and character of the destination. The website was restructured to make key areas easier to navigate, allowing users to quickly access information about visiting the house, the grounds and gardens, accommodation stays, weddings, and the Stable Tearooms.

    Improved usability and clearer calls to action were introduced throughout the site to better support bookings and enquiries. Additional educational content including the history of Paxton House, information about its trustees, and inspiring imagery now helps tell a richer story about the destination which is something the previous website lacked.

     

  • Supporting Commercial Growth

    Previously underrepresented offerings including weddings, glamping, cottage rentals, and caravan stays were given greater visibility through dedicated content, enhanced storytelling, and more prominent positioning within the user journey.

    A bespoke wedding experience was also developed to position Paxton House as a premium wedding venue, combining aspirational imagery with simplified enquiry pathways. Beautiful photography and real wedding case studies help present the experience and inspire prospective couples planning their day.

    To support the internal team long term, we implemented a flexible CMS that provides greater control over content management, seasonal campaigns, events, and ongoing website updates.

The Impact

The new website has delivered a clearer, more intuitive experience for visitors, making it easier to find essential information such as opening times, access details, pricing, and FAQs.

Improved navigation and stronger UX patterns have also supported increased engagement with key areas of the site, particularly bookings and enquiries across multiple visitor types.

Commercial offerings such as weddings and accommodation are now more prominent and better integrated into the overall journey, strengthening their role within the wider visitor experience.

Internally, the flexible CMS has significantly improved day-to-day management, giving the team more autonomy and control over content updates, seasonal campaigns, and event promotion.

Overall, the website now better reflects the quality, heritage, and ambition of Paxton House, positioning it as a modern visitor destination with stronger commercial potential.

At Blumilk, we help brands evolve digitally without losing their identity. Our work with Paxton House demonstrates how strategic UX, storytelling, and conversion focused design can transform visitor experiences while supporting long term commercial growth for heritage and tourism brands.

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