Luxury customers decide in seconds whether a brand feels credible, and the website is where that decision happens.
I provided consultation to the Baroque Group, advising on UI/UX, technical priorities, and a practical roadmap that aligned digital improvements with revenue outcomes.
Background and problem
Baroque Group operates in high-consideration markets where customers expect premium experiences before they ever pick up the phone. Yet the website—while visually modern—did not consistently communicate inventory value, destination inspiration, or booking confidence. Discovery was constrained by limited search depth, technical SEO gaps, and performance friction on mobile, creating a leaky funnel from interest to inquiry.
Baroque’s goal was straightforward: strengthen online presence, showcase products more effectively, and convert more high-intent visitors into qualified leads.
Approach and insights
I framed the engagement around business-first outcomes: increase qualified inquiries, improve search visibility, and reduce drop-off on mobile. Through a rapid diagnostic of user journeys (browse → compare → trust signals → contact), I identified issues that typically suppress conversion in luxury verticals: unclear differentiation, content-light listings, and “hidden” contact paths.
Solution delivered
I provided a prioritized roadmap spanning UX, SEO, and development, designed to be implemented in phases without disrupting ongoing operations.
UI/UX recommendations
- Improve navigation hierarchy so charter, sales, and management paths are unmistakable.
- Redesign yacht/product cards to reduce visual clustering and increase scannability.
- Increase color contrast and typographic clarity for readability and accessibility.
- Reposition immediate contact options (phone/WhatsApp/email) to high-visibility, high-intent locations.
- Strengthen lead-capture flows with simpler forms and clearer calls to action.
Development and SEO recommendations
- Upgrade the front-end framework to reduce security risk and improve maintainability.
- Implement server-side rendering to improve indexability and organic reach.
- Compress and consolidate front-end assets to materially improve mobile load speed.
- Expand content strategy via destination guides, charter insights, and yacht explainers to support long-tail search demand.
Results and business impact
Within the implementation window, the work enabled measurable improvements by targeting the primary funnel constraints: visibility, speed, and decision support.
Reported outcomes
- Faster mobile experience through payload reduction and performance tuning.
- Improved search discoverability through indexable rendering and keyword-aligned content planning.
- Higher inquiry readiness driven by clearer navigation, stronger listings, and prominent contact pathways.
- A repeatable optimization playbook applicable across Baroque Group digital properties.
Key takeaways
This engagement reinforced a core principle in luxury commerce: premium design is only effective when it accelerates trust, discovery, and action. By aligning UX improvements with technical foundations, Baroque gained a practical path to stronger demand capture and more qualified leads.