National Nightmares — A Ghost Tour Website Redesign
A modern, atmospheric redesign for D.C.'s premier ghost tour company.
Overview
Client: National Nightmares, Washington, D.C.
Industry: Tourism & Entertainment
Services Provided: Web Design, Custom Development, Accessibility, SEO, Booking Integration
Project Duration: July–August 2025
National Nightmares is a ghost tour company in Washington, D.C., offering both public and private experiences that weave together history and the paranormal. Their existing website lacked the polish, functionality, and user experience needed to match the immersive nature of their tours. I was brought on to redesign their digital presence from the ground up, creating a modern, atmospheric site that could drive bookings and set them apart in a competitive tourism market.
Objectives
- Elevate the aesthetic to reflect the brand’s eerie, elegant identity.
- Streamline booking through seamless integration with FareHarbor.
- Improve accessibility and mobile usability.
- Optimize performance with better structure, SEO, and responsive layouts.
- Enable client independence with easy-to-update tools for ongoing management.
Process
Discovery & Planning
We began with a detailed audit of the existing site. I identified several key pain points: inconsistent branding, difficult navigation, non-optimized images, and accessibility gaps. Together, we defined priorities around aesthetic cohesion, accessibility compliance, and streamlined bookings.
Design & Development
- Visual Identity: Crafted a dark, cinematic theme with high-contrast typography and atmospheric imagery, capturing the moody elegance of ghost lore without slipping into clichés.
- Navigation & Structure: Rebuilt the homepage and tour pages for clarity and flow, introducing hover states, intuitive menus, and a refined mobile layout.
- Booking Integration: Embedded FareHarbor booking modals directly into the experience, reducing friction in the purchase journey.
- Accessibility: Added screenreader support, optimized button/label contrast, and verified WCAG standards across pages.
- Performance: Optimized images, cleaned code, and implemented consistent spacing to create a faster, more cohesive browsing experience.
Iteration & Feedback
Throughout July and August, I worked closely with the client, delivering updates in stages:
- Copy and spacing refinements
- Policy blurbs and taglines
- Favicon variations
- Footer restructuring
- Mobile testing and adjustments
The iterative process ensured the site matched the client’s vision while keeping the project on-budget and timeline.
Outcome
- Atmospheric & branded — a polished aesthetic that reflects the company’s identity.
- Accessible & responsive — fully functional across devices, meeting accessibility best practices.
- Conversion-focused — clear calls-to-action and seamless booking integration.
- Maintainable — structured so the client can easily manage content and updates.
Following launch, the client praised the site as “better than ever” and immediately began testing and enjoying the new design. Discussions are already underway for ongoing monthly maintenance to keep the site optimized and secure.
Key Metrics & Impact
- Faster load times and optimized assets
- Improved accessibility (screenreader + contrast verified)
- Streamlined booking flow with fewer clicks
- Elevated SEO readiness for tourism keywords in D.C.
Tools & Tech
- Languages/Frameworks: React, HTML, CSS, JavaScript
- Integrations: FareHarbor, Formspree
- Hosting/Deployment: Verio, iPage
- Accessibility: WCAG-compliant markup, contrast and ARIA optimizations
Reflection
This project was an exciting balance of creative branding and technical problem-solving. Designing for a ghost tour business required sensitivity to tone — eerie but elegant, historical but modern. By focusing on usability and atmosphere in equal measure, the new site delivers a hauntingly effective experience that enhances both the client’s storytelling and their bottom line.