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ABC Reef Safaris Needed A New Website

ABC Reef Safaris is locally owned and operated by Jay and Astrid Wink. We first met Astrid and Jay 11 years ago, when they were starting their new business, then named ABC Scuba Diving Port Douglas. We’ve been proud to continue to work with them ever since, watching their business flex and grow, through the challenging times of COVID – when they became ABC Snorkel Charters – to this new era, with the addition of a new boat enabling expanded operations. The rebrand is complete and the new ABC Reef Safaris website went live in September 2025.

"For 11 years RJ New Designs have been our go-to team, and this is the fourth site they have built for us - our favourite yet. Julie and Richard are unfailingly calm under pressure, lightning-fast with answers, and wonderfully patient with our quirks. Most importantly, they get us: Julie’s words capture our voice perfectly, and Richard’s UX turns our products into an intuitive, customer-friendly journey. Our website is the doorway for most of our customers, and we trust RJ New Designs completely with that space. Thank you for another brilliant job. You are the best.”

Astrid Wink - ABC Reef Safaris

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We absolutely love the new ABC Reef Safaris website and invested creatively into every aspect of its creation, from design and development, to copy writing and project management. The deadline was tight, but by working closely with Jay and Astrid from the very beginning, we had clarity in project requirements and outcome expectations. We maintained seamless communication throughout the project, which enabled completion and on-time delivery.

All of the visual assets on the website have been gathered by Jay and Astrid over their many years of working on the Great Barrier Reef. Fun fact, Jay is an accomplished underwater photographer so most of those images were taken by Jay.

We’ve designed the website and its navigation to prioritise engagement on the key experiences and tours being delivered, snorkelling and scuba diving, as well as private charters. With the exciting addition of a new vessel to the ABC fleet, we also created a dedicated boats page on the site to showcase the two vessels. In conjunction with this, we used AI to generate an artist impression of the new vessel Voyager. This helps to bring the new boat ‘to life’ for future guests, while the boat itself is still in the final stages of completion, due be in the water in October 2025.

The core values of ABC, which is to provide simply amazing small group experiences on the Great Barrier Reef are promoted across the site with messaging and images. This and additional information are highlighted on the about page in the top navigation. The footer navigation allows people to access other information, whilst providing the freedom to have a clean top level navigation.

Jay and Astrid have invested tirelessly into their business and their team, always striving to deliver the best customer service and experience, which has seen them named Australia’s #1 Reef Tour and ranked #19 in the Best Water Activities in the world by Tripadvisor.

At RJ New Designs we feel very privileged to have many long-term clients, who in turn become friends. We’ll share your story and collaborate with you to create a website appropriate for your business, appealing to your customers and the search engines. Contact us today for a free quote on 4041 0776 or info@rjnewdesigns.com