Case study
Srdce Vysočiny Apartment
- 5+ guests acquired through the website
- Lower fees from expensive listing platforms
- Control over how the apartment is presented
What is Srdce Vysočiny?
It’s the apartment of my client Jitka Komínková, right in the heart of the Vysočina region. The website presents the apartment with a focus on young couples in love. A secondary goal is to reduce the high fees hosts pay on platforms like Booking.
Challenge
Build an emotional website for a small apartment on a limited budget — attract young couples, win direct bookings, and reduce dependence on expensive platforms like Booking, without losing control of the presentation.
How the collaboration unfolded
An intake questionnaire as the starting point
The intake questionnaire was the perfect starting point. It gave me a clear picture of what mattered to Jitka — from presenting the apartment and its amenities, to recommending nearby activities, to specific design and technical expectations.
Defining the target audience
The budget for a project this small isn’t large. That means there’s no room for broad research — and it wouldn’t make sense anyway. I relied on Jitka’s experience with past guests and the intake questionnaire. Together we quickly defined two potential guest groups.
Nearby opportunities for guests
Most of us look for accommodation only after we already know why we’re going. Sometimes we miss activities — or never learn about them. That’s why Jitka and I compiled a list of up to 14 best nearby activities. Guests can plan where and when to go before they arrive.
The booking-flow dilemma
For a small apartment, how guests book matters: a fully automated system versus a simpler contact form. Budget and the host’s day-to-day reality shaped what made sense — the goal was direct enquiries, less Booking dependence, and a process that stayed simple and trustworthy.
Creating moodboards
I needed to decide how to present the apartment visually and what tone to use with the audience — that’s what moodboards are for. Solid foundations with Jitka paid off: moodboarding wasn’t as time-consuming, because the questionnaire and our conversations already pointed the direction.
Creating the graphic design
Before designing, I need to know what I’m designing. Goals, the moodboard, and every available input all feed the work.
Writing copy with AI (ChatGPT)
Even though people read less on average, copy still matters — especially late in the decision. Skipping it would be a waste. With no copywriter budget, I briefed ChatGPT well and got strong drafts.
The generated base was solid, but I still tweaked word order and rephrased a few sentences. The edited version was better.
How I built the website
I built the site to match the graphic design in WordPress, so Jitka can make small edits herself — like updating or rewriting copy — without deep technical knowledge.
Collecting baseline data
Data is often called digital gold — so web analytics is foundational. I installed Google Analytics so Jitka can see, for example, which cities or countries her visitors come from.
In practice, that means Jitka can plan marketing moves from real data — and if she ever sells the property, she’ll have numbers any spreadsheet-obsessed investor will appreciate.
Key website features
- Google Map
- Simple review uploads that auto-propagate into every relevant site section
- Contact form with background reCAPTCHA — no image puzzles for guests
- Responsive design that adapts to every device
Gallery
Client feedback
“Kamil is very skilled — he can sense from the client what their priority is and then turn the client’s vision into a concrete project. He is creative, determined, and I am very happy with the result of his work. Thank you once again, and I recommend him.”
Jitka Komínková
Sales team manager and trainer at ČSOB Stavební spořitelna.