~ Joseph Pack

+927% increase in organic search for Luton DART

The Challenge

Luton DART is the new automated shuttle service linking Luton Airport Parkway station to London Luton Airport. Advance ticket sales are a key revenue stream, yet the previous website was poorly optimised for organic search.

Competing sites – including Luton Airport’s own site and Luton Airport Express – were outranking the official DART pages even for branded keywords such as “Luton DART tickets”. The user experience was confusing: people searching for tickets often landed on third-party sites that did not always link back to the DART site, resulting in significant lost advance sales.

The Solution

SEO

I began work in late 2024 with extensive keyword research to understand what British travellers going abroad and overseas visitors arriving in the UK were searching for. We balanced traffic potential against keyword competition, prioritising terms most likely to drive ticket sales.

The selected keywords were mapped to specific pages of a brand-new ticketing site built by RE-Systems. I wrote title tags, meta descriptions and on-page copy for every page. And implemented technical SEO, internal linking and tracking to ensure the new site was set up to capture organic search traffic from launch.

Copywriting & UX

I wrote all on-site copy from scratch. Every page was crafted with SEO in mind but with a clear focus on giving visitors the information they needed and the simplest steps to book in advance. Tone of voice and layout were designed to reinforce trust and streamline the booking journey.

The Results

When we began work in December 2024, the existing site attracted just 16,128 unique visits, with only 2,247 from organic search.

The new Luton DART website launched at the end of January 2025. Growth was immediate:

Within three months of launch, organic search traffic had grown from 2,247 to 23,094 sessions — an increase of over 927% — and total visits more than tripled. Analytics also showed improved engagement and a higher proportion of visitors purchasing tickets in advance.

Key Outcomes