Totally Latin America is a boutique travel agency specializing in tailor-made luxury journeys across South America. Their approach is deeply personal: every trip is carefully curated with a strong emphasis on cultural authenticity, ethical travel, and meaningful connections.
Unlike typical tour providers, Totally Latin America aims to showcase not just destinations, but the people—guides, locals, and staff—who bring those places to life.
When we started, the existing website had several core issues.
- The design felt dated and lacked emotional resonance compared to competitors.
- The content management experience was difficult for the internal team, who struggled to update content through a complex builder interface.
- Additionally, the site’s structure required improvement to better support SEO growth.
Importantly, the client wanted to refocus the narrative of the website—putting their people at the center of the story, rather than simply showing destinations.
P.S. Look at the cute llama below 🙂
We approached the redesign by creating a fresh, modern interface that feels immersive and human-centered. Inspired by the best in the travel industry – but tailored to Totally Latin America’s unique brand – we introduced clean layouts, soft transitions, and subtle animations that echo the sense of movement and discovery present in their journeys.
To address content management challenges, we replaced the old builder with a custom editing experience using structured fields and dropdowns, making updates fast and intuitive for the team. For blog content, we integrated the Gutenberg editor to provide flexibility while maintaining simplicity.
Performance was another key focus. We optimized assets, streamlined frontend code, and enhanced caching. As a result, the site became significantly faster, improving the user experience and technical SEO.
Average session duration increased noticeably—showing that users were spending more time exploring content
This improvement aligned with the qualitative goal of creating a more engaging and emotionally resonant experience.
And, of course, the users and site owners were happy with new design!
At the same time, we saw an upward trend in keyword rankings, especially for destination-specific and branded search terms. The new structure and improved technical setup contributed to higher visibility in search engines.