Fred. Olsen Cruise Lines is a family-owned cruise company, based in Suffolk.

It has an incredibly loyal customer base, and with four beautiful ships sailing to all corners of the globe, it’s no wonder. The relationship that we have with Fred. Olsen Cruise Lines is very much a partnership. We’ve been working together for so long that we are lucky to count the people who we work with there as friends as well as clients.


Fred. Olsen Cruise Lines came to SimpleClick in 2009 with a requirement to rebuild their existing website using the SimpleClick CMS to make website updates quick and easy. This was a highly complex project due to the level of third party integration and bespoke functionality, the specification for the technical work alone was 104 pages long!

We are still managing the Fred. Olsen Cruise Lines website years later, and in this time the website has seen a huge amount of redesign & development following a path of continual improvement.

usability study

We ran a usability study for Fred. Olsen Cruise Lines back in 2010, when they were about to embark on some major site redevelopment. The findings that came out of the study were astounding, and the easy-to-digest report that we gave them meant that recommendations were already defined and could be implemented quickly. Online excursion bookings increased from 20% being made online to 40% following the changes we recommended.

‘writing for the web/SEO’ workshop

With no official training in writing for the web, the Fred. Olsen Cruise Lines web team were producing content without taking into account the SEO impact or web readability. They asked SimpleClick for guidance.

Claire ran a half-day training session at their offices with the web and PR team, covering:

  • What is SEO?
  • How to find your target keywords
  • Competitor research
  • How to structure your page and sentences for best SEO impact
  • How users read on the web
  • How to make your content more readable

“Thanks again for today’s training session. It was really well received by all and positive feedback all round.” eBusiness Manager – Fred. Olsen Cruise Lines