Xcape Singapore
Xcape runs the largest escape room operation in Singapore, 12 themes across 55 chambers with more than 1.5 million players through the doors since 2013. The website in front of that was not carrying its weight. We rebuilt it around the neon identity the rooms already had, restructured the games into a catalogue people can actually choose from, and moved the proof to where the decision happens.
Project Details
- Client
- Xcape Singapore
- Industry
- Entertainment & Attractions
- Duration
- 1 month
- Date
- September 2025
- Services
- Web Design Web Development SEO Optimisation
- Technologies
- WordPress
What They Were Facing
Xcape has been open since 2013, is ranked first for escape rooms in Singapore on TripAdvisor, holds a 4.9 star average across more than 8,000 Google reviews, and has been covered by Mediacorp Channel 8, Channel U, myPaper, Lianhe Zaobao and YES 933FM. Almost none of that reached anyone landing on the old site.
Scale that never showed
Fifty-five game chambers is more than any other provider in Singapore, and 12 distinct themes sit behind them. Visitors had no way to see that range, let alone work out which room suited the group they were bringing.
Groups arrive knowing size, not room names
People book escape rooms for a birthday, a date night or a team of 14. They do not arrive knowing which theme they want. Nothing on the site routed a group to a chamber that could actually fit them.
Reputation buried below the decision
The TripAdvisor ranking, the 8,000 plus reviews and the Mediacorp and Lianhe Zaobao coverage were all real, and all sat far enough down the page that most visitors never reached them.
Ranked first by players, not by Google
The brand won on reputation but not on search. The site was not structured or written around the terms people use when they go looking for an escape room in Singapore.
How We Solved It
We treated the site as the front door to a physical attraction rather than a brochure. Terris handled the design, the build and the SEO personally, so the visual work and the search work were decided together instead of being bolted on afterwards.
The neon identity carried into the interface
Black canvas, acid green, glow treatments on every heading and a neon outline of the Singapore skyline across the masthead. The site now looks like the rooms feel, which is the whole point of selling an experience.
A catalogue organised around the group
The 12 themes and 55 chambers were restructured so a visitor picks by group size and occasion rather than by theme name, with Games and Groups & Parties split in the navigation so a party booking and a walk-in pair take different routes.
Proof moved above the decision point
The TripAdvisor Travelers' Choice badge and first place ranking, the 4.9 star average from 8,000 plus reviews, the 1.5 million player count and the press wall carrying Mediacorp Channel 8, Channel U, myPaper, Lianhe Zaobao and YES 933FM now sit where people are still deciding.
One booking path, held open throughout
A persistent Book Now button in the header, a Get Directions link for walk-ins heading to Bugis, and a WhatsApp channel for the group and party enquiries that never fit a standard booking form.
“Love working with Terris! He went the extra mile to give a lot of thoughts into user journey, SEO, and conversion when designing our website. Both mobile view and desktop view designs look awesome and brand coherent! Will continue using his services.”
Daphne Teo
Client, Xcape Singapore
How We Got There
4 phases from kickoff to launch.
Discovery & Structure
1 weekAudited the existing site, mapped all 12 themes and 55 chambers, and worked out how real groups choose a room so the information architecture could follow that instead of the internal catalogue.
Design
1 weekBuilt the neon system out from the physical brand: the glow treatments, the skyline masthead and the dark canvas, designed on mobile and desktop together.
Build & SEO
1.5 weeksDeveloped the site, restructured the game catalogue, integrated the booking and WhatsApp paths, and optimised page structure, metadata and copy for escape room search terms.
Launch
0.5 weekTesting across devices, redirect mapping from the old URLs, and handover.
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