Language: By talking to clients, we discovered that the words “cruise boat” are widely used by the client’s target market, yet not being leveraged SEO wise. This was a golden opportunity, hence the website name: Harties Cruise Boat. Talk to all ages and in a way which creates an instant desire to drop everything and go on a cruise. Connect them emotionally with what they’re missing out on if they don’t. Front-End: Easy-to-navigate, visually appealing website with great images of people, especially families, having fun. Back-End: Leverage area specific staycation CEO search words / phrases. Create an area specific dominant micro-network.