Ski school, Borovets
A ski school in Borovets that guests can now find on Google and message before they arrive.
- Four weeksfrom the first commit to both languages live
- 2.3sto the first screen on a slow phone over 4G
Built for tourists planning their trip from home.
Georgi’s team teaches skiing and snowboarding in Borovets, next to the Martinovi Baraki lift. The season runs from December to March, and the instructors are out on the slope every day the lifts run. Someone who has never been on skis or a board makes their first turns in the first four-hour lesson.
Returning guests and their friends booked through Instagram, Facebook and WhatsApp. Georgi wanted tourists searching from home to find the school as well.
- Client
- EPIC Ski & Snowboard School
- Where
- Borovets, Rila Mountains
- Season
- December to March
- Scope
- Positioning, copy, design, build, two languages, SEO
- Stack
- Next.js, next-intl, Resend, Cloudflare R2
Every page answers the same question. How far can I get in the days I’ve got?
Three days from never skiing to blue runs is the answer for a beginner. Every rider gets their own answer, counted in the days they’ve got. That answer runs through the promo bar, the pricing headline, the booking steps and the About page.
- The home page sorts readers by what is stopping them. Never tried it, a child who’d rather be on YouTube, a rider stuck on red runs. Each one gets four sentences on what day one, day three and day five look like.
- The About page is Georgi talking in the first person. Borovets isn’t a destination for him, it’s the walk home.
- The FAQ answers the things people say out loud, including the strong skier who wants to know whether an instructor will push him at all.
Pick a package and the form fills in the details for you.
A guest who picks the three-day package for two finds the form already filled in.
- Come in from a package card and the form opens with a banner naming what you picked, fills in the people, days, hours and kit, and hides those fields. Come in from the rate tables and the fields stay. Come in cold and it’s a general enquiry.
- The calendar only offers the season. December to March, from tomorrow up to the 1st of December two winters out. Dates that can’t work never show up.
- Every submission sends two emails. Georgi’s has the trip details in it, and the reply-to is set to the guest. All he has to do is hit reply.
- The guest gets a confirmation with a copy of what they sent and a promise of an answer inside one working day.
- There’s a second route for anyone not ready to commit. A free fifteen-minute call, booked from half-hour slots on weekdays, Sofia time, and both of them get the email.
Google scores the site 98 out of 100 on a phone.
We ran it through PageSpeed Insights, Google’s own test. It loads the page on a mid-range phone over slow 4G and scores what a visitor would feel.
The site scored 98 for performance, 96 for accessibility, and 100 for best practices and for SEO. The main photo was on screen in 2.3 seconds, and the layout held still while it loaded.
Full-screen video usually pulls a score down, and this page opens on one. So we load the photo first and bring the video in a moment later. Google also counts speed when it ranks sites in mobile search.
Google PageSpeed Insights, mobile, 14 September 2026.
Aimed at the searches that book a lesson in Borovets.
Tourists look for lessons in Borovets in English and in Bulgarian. We wrote the pages with the same words they type into Google. Every page has a title and description in both languages, and that’s the text people read before they click. We built the site so it’s clear to Google that this is a ski school in Borovets.
Seven articles answer what guests search before they book: what a private lesson costs, how fast anybody learns to ski, whether to go group or private, and what parents need from a kids’ ski school. The cost guide gives Alpine and North American hourly rates first and puts Borovets at a third to a half of them.
What the school has now.
- Being found
- BeforeThrough Instagram and word of mouth.
- NowSeventeen pages in each language, and Google has every one of them.
- Enquiries
- BeforeMessages on Instagram and WhatsApp.
- NowA form that arrives ready to answer, with both emails already sent.
- Prices
- BeforeKept in a spreadsheet and quoted on request.
- NowThree packages, an hourly matrix and the ski-school tiers, all on one page.
- Languages
- BeforeEnglish and Bulgarian, in messages with Georgi.
- NowBoth, everywhere, down to the form errors and the emails.
- BeforeStrong reels that people watched on Instagram.
- NowNineteen reels on the site, each one linking back to the post.
- Advertising
- BeforeReady to start once there was a site to send people to.
- NowGoogle Ads that count the enquiries each ad brings in, from the first euro.
- Off-season
- BeforeEight months when guests found the school through Instagram and friends.
- NowA site that costs almost nothing to keep up and takes next winter’s enquiries.
The address
epicskisnowboard.comThe service
SEO web designWhat Georgi said when we asked.
“The communication was quick and easy, and the team paid attention to every detail. We got some useful advice on the structure, a few good ideas for the design, and everything was delivered right on the agreed deadlines. I’d definitely recommend the company!”
Georgi VasilevFounder · Private ski schoolTranslated from Bulgarian