Shan’s Wales Tours is a specialist tour company offering carefully curated experiences that showcase the culture, landscape and stories of Wales. Candid first designed and built the website in 2017, with the brief focused on creating a platform that felt personal, informative and easy to navigate, while being robust enough to grow alongside the business.
From the outset, the project was underpinned by a solid WordPress setup, using well-chosen themes and software that prioritised flexibility, longevity and ease of maintenance. Rather than chasing short-term trends, the aim was to create a website that could evolve over time, avoiding the need for wholesale redesigns or rebuilds every few years. Nearly a decade on, the site continues to perform strongly, supporting the business day to day while remaining technically sound and visually relevant.
Most recently, Candid completed a further round of updates to refresh the site and keep content current, including the addition of new suggested itineraries and refinements to structure and presentation. The work reflects an ongoing relationship built on trust, collaboration and shared understanding. Over the years, my working relationship with Shân has grown into a genuine friendship, allowing the website to be shaped with care, continuity and a deep understanding of the business and its audience. It’s a clear example of how thoughtful design choices, made early, can support long-term growth and save time, cost and disruption in the years that follow.
Before
The original site had a strong sense of place and personality, but the experience was dated and text-heavy. The pages in particular relied on long paragraphs, mixed formatting and older imagery, making it hard for visitors to quickly grasp Shân’s offer, credentials and personality. Navigation and layout reflected an earlier era of web design, with limited visual hierarchy and little emphasis on storytelling or inspiration.
After
The refreshed site puts experience and storytelling first. Bold, immersive imagery now leads the page, immediately showcasing the landscapes, culture and moments that define Shân’s tours. Content has been tightened and structured, allowing key messages, services and highlights to be understood at a glance. The overall look feels lighter, more contemporary and more confident, while still retaining the warmth and individuality of the brand. The result is a site that feels timeless, welcoming and much easier for potential customers to explore and engage with.
Why longevity matters
Well-chosen platforms and software allow websites to grow with a business rather than be replaced every few years. By prioritising flexible systems and thoughtful structure from the outset, the Shân’s Wales Tours website has remained relevant, reliable and easy to update over time — saving unnecessary rebuilds while supporting steady, sustainable growth.