CTTC revamped visitcalifornia.com with a new "hero" design for a fresh look and feel, while bumping engaging content to the home page. These enhancements ensure that as CTTC’s search engine marketing (SEM) campaign drives potential California tourists to the site, they’re met with engaging, relevant content, complementing CTTC’s messaging of "abundance." Now, the home page showcases easily navigable tiles (72 in total) that present everything from videos to fun facts about popular California destinations—even local weather. Only a month after the launch, average page views per visit increased by 33%, and average time spent on site increased by 7%.