FEATURED project: Arbutus Chauffeur

Luxury Chauffeur Website Design & SEO Launch

Arbutus Chauffeur came to us with a bold idea: launch Kelowna’s premier private chauffeur service, beginning with a Rolls Royce Cullinan and a commitment to high end, discreet service. We helped shape the brand, elevate the name, and build a search-driven website designed to establish instant credibility and attract qualified reservation requests. This case study reveals how we helped an emerging luxury brand enter the market with confidence and a digital foundation built for growth.

A luxury car interior featuring beige leather seats and modern dashboard controls, with the Arbutus Executive Chauffeur & Transport logo, a car icon, and a subtle nod to Willson Design Website Design overlayed in the center.
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A close-up of a person’s hand wearing a watch on a Rolls-Royce steering wheel, overlapped with an image of a white Rolls-Royce SUV in a showroom, showcasing luxury and elegance—perfect inspiration for Willson Design Website Design.
about the client

Arbutus Executive Chauffeur & Transport

Arbutus Chauffeur in Kelowna, BC, partnered with us to launch a premium private chauffeur service designed for high net worth individuals seeking refined, discreet transportation throughout the Okanagan. Starting with a Rolls Royce Cullinan, their goal is to provide elevated chauffeur services including airport transfers, wine tours, weddings, and private bookings. As a brand new business entering the market, they needed a professional, modern, and SEO friendly website that would establish credibility quickly and support long term growth as their fleet expands.

Website
getting it right

Strategy & Approach

When the founders first approached us, the business name was “Okanagan Chauffeur.” It was descriptive, but it did not fully reflect the elevated, high end experience they were aiming to build.

Although branding was not formally part of the project scope, we felt strongly that the right name would immediately influence perception, trust, and long term positioning. So we developed and presented a series of refined brand name and logo concepts designed to better align with the luxury market they were entering.

The client ultimately chose Arbutus Chauffeur from our recommendations. The name feels distinctive, locally rooted, and quietly sophisticated. It carries more presence and credibility, which matters when your target audience values discretion, quality, and exclusivity.

For us, this was not about changing a name. It was about ensuring the brand could stand confidently in a premium space from day one.

From the beginning, search visibility was the primary growth strategy for this business. That meant SEO could not be layered on after design decisions were made. It had to shape the structure of the site from the first wireframe.

We built the architecture, service pages, and messaging around real search intent. Each core offering, from private chauffeur services to airport transfers and Okanagan wine tours, was given its own focused page designed to support specific search queries. This allows the site to rank for meaningful terms while reinforcing the overall brand.

Our team also recognizes that search behaviour is changing. Businesses are now discovered through AI summaries, rich results, and conversational queries, not just traditional rankings. To support this, we implemented clear content hierarchies, descriptive headings, logical internal linking, and clean technical foundations so both search engines and AI systems can easily understand what the business offers and who it serves.

The result is a website designed not just to rank, but to be clearly interpreted, cited, and surfaced as search continues to change. When SEO and AI Search readiness are built into the foundation rather than retrofitted later, the entire site performs differently.

When your target market expects premium service, your website cannot feel generic.

For Arbutus Chauffeur, that meant removing anything that felt busy, promotional, or overly flashy and focusing instead on clarity, structure, and restraint. The Rolls Royce Cullinan was positioned as the visual centrepiece, supported by clean layouts, intentional spacing, and confident, straightforward messaging.

We introduced the chauffeur and service offerings in a way that felt professional and composed, clearly outlining private chauffeur services, airport transfers, Okanagan wine tours, and wedding packages without overwhelming the visitor. Each section was designed to answer key questions quickly while reinforcing trust.

The result is a modern, understated aesthetic that reflects the level of service being offered. The experience feels calm, polished, and intentional from the first scroll to the reservation request.

Although the current call to action invites users to “Request a Reservation,” the experience was intentionally designed to feel streamlined and intuitive, similar to what a future booking engine would provide.

The layout, user flow, and structure anticipate the next phase of growth. When the business is ready to integrate a full booking system, it can be implemented without rethinking the entire website or disrupting the brand experience.

This approach allows the founders to launch cost effectively while still building a digital platform that can evolve alongside their fleet and service offerings. We built it lean enough for a startup, but strong enough to support long term expansion.

  • “This was an exciting project because we were helping launch something completely new. We wanted the brand to feel elevated from day one, and that meant thinking beyond just a website. From the name to the structure to the SEO strategy, everything was built to support long term growth. The client trusted our guidance, and it shows in the final result.”
    A person with red hair and a beard is smiling and standing with arms crossed, wearing a black sweater. The background features rocks, trees, and an out-of-focus body of water.
    Keiran Griffiths
    Project Manager, 1st on the List Managing Director
A smartphone displays a Willson Design Website Design for Arbutus Chauffeur, promoting luxury chauffeur services in the Okanagan with bold text and orange “Book Your Reservation” buttons.
what happened

Finished Results

Arbutus Chauffeur launched with:

  • A premium brand identity
  • A polished, modern website
  • Search and AI optimized service pages
  • A scalable structure for growth

The current business objective is clear: Test the model over 6 to 12 months and measure traction through traffic and reservation requests.

Early feedback has been extremely positive. The client loved the direction from the outset and had very few revision requests. They especially appreciated the additional effort our team put into presenting elevated brand name and logo concepts to strengthen market positioning.

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Does Your Website Reflect the Level of Service You Provide?

For premium and growing brands, perception matters. If your website does not communicate credibility, rank well in search, or support long term scalability, we can help you build a stronger digital foundation designed to attract the right audience. Book a strategy session to explore how we do this.

  • “Your expertise has been a tremendous asset to our company …  in the last 6 months of 2024, we had larger average job size, qualified leads and some we didn’t need to bid and compete for.”
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    Salvatore Lavorata
    Manning Elliott LLP

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