South Carolina’s Hammock Coast Website Content Strategy Case Study


Situated between Myrtle Beach and Charleston, South Carolina’s Hammock Coast is defined by wide, sandy beaches and ancient rivers. Its slower and more laid-back than its neighbors, drawing people back year after year to Pawleys Island, Litchfield Beach, Murrells Inlet, Garden City Beach and Georgetown.

In May 2020, Hammock Coast began working with ITI Digital to improve their website content by using our proprietary website content widgets. These widgets provide automated listings for their events calendar and detailed information about places featured on their website. The events widget pulls information from Facebook and other event-creation platforms, which allows for complete listings (dates, place, photos, and ticket sales) to be delivered seamlessly to the website with minimal staff time. The places widget utilizes Google’s API to deliver photos, business information, reviews, directions and nearby places to explore.

The destination didn’t know what results to expect; there’s no experience with launching website upgrades during a pandemic that effectively shut down leisure travel. However, the May 2020 – January 2021 results were staggering.

  • The number of returning visitors increased by 20 percent over the same period the previous year. More than 16,000 visits to the Hammock Coast website were by return visitors.
  • Page metrics are even more impressive. Due to the constantly updated website content, time on page increased by more than 41 percent. Homepage traffic more than doubled, increasing by 136%.
  • Time spent on the accommodations page increased 30%.
  • The average time spent on the dining page increased to 2:10, which is now the “stickiest” part of the Hammock Coast website.
  • The engaging content also significantly reduced the site’s bounce rate.

For more information about ITI Digital’s suite of website content solutions, visit or contact us at