Booking site for a live escape room.
Lock & Lore runs a live-action escape room. The site sells a feeling, and feelings don't survive a booking engine that looks like every other one.
The hero is a single room photograph at full width, shot on set, not stock. The copy under it is short enough to read before the photograph finishes resolving. There is no book-now button in the navigation. It appears after the visitor has scrolled past a room brief, because the booking is the result of being sold, not the call to action on a cold page.
Each room gets a brief that's three or four lines long, enough to tell a visitor what they'll feel without telling them what they'll do. The photography carries most of the weight. The briefs are written in the same voice the guides use in the lobby, so the site feels like it belongs to the company a booker is about to meet.
The site splits on page one: book a room, or inquire for a group. Individuals get a booking widget. Groups get a short form that lands with a real person. Forcing both paths through the same widget was the failure mode of the old site, so it became the first decision on the new one instead of the last.