How we helped
+274%
Increase in traffic from social channels
Page 1
Rose to page 1 of search results for competitive keyword
Just Catering is a Birmingham-based catering company that specialises in high-quality catering for corporate events.
They first approached us when they needed to develop an online presence. The company had just been set up, and they had no branding and no website.
The Problem
Just Catering wanted to position itself as a high-quality, luxury caterer. The company particularly wanted to appeal to the corporate market but also wanted to provide catering to the highly lucrative wedding industry.
The company did not have a steady stream of enquiries coming in. Up to that point, all their enquiries had been from existing personal referrals. They needed to widen their brand awareness, ensure they were easy to find online, and ensure they were generating enquiries through their website.
Branding
Just Catering required a brand identity that matched their aspirations for delivering a quality service and also reflected their personable approach to their clients.
Through our research and understanding we came up with a look and feel that married the luxury of a gold plated service with the personal touch of a caring host. The Gold and dark brown colour pallette, complemented by a mix of fonts that speaks into the brand personality, allows Just Catering to project their professionalism and affable nature. The logo mark is simple and memorable allowing for use across a variety of media.
Website
We begun the web design process with user research (as always). Identifying the target audience, their pain points, objections and key tasks. Being SEO experts we also ran our keyword research and competitor analysis.
With all this in place we were able to map out the user journey for a smooth user experience, create the right messaging addressing customer pain points and answering objections.
Once that was in place we implemented the design using the brand established earlier, which strengthened their position in the market as service selling luxury catering.
Content Marketing
To ensure that Just Catering started generating enquiries through their website, we began the process of writing high-quality content that would inform their target audience and capture keywords that users might be searching for. This took the form of a content marketing retainer, and we sought to create at least two pieces of high-quality content a month in order to generate the traffic required to move the website up the search results. The content was posted on the company’s social media channels.
Defining the target market
As the company grew and developed, it was clear that there were blockages in the sales funnel that was preventing the company from growing. To help identify the problems, the company approached us to run our Digital Marketing workshop. The workshop helped the Just Catering team understand the customer’s journey – from no awareness all the way through to requesting recurring business. We also identified that the target market that Carl wanted to reach had changed from the original brief. The workshop helped the team identify the new target market and adjust the sales process accordingly.
The Impact
Within 19 months of creating and distributing content, the company had risen to the first position on the Google organic results page for certain keywords in their city.
Within five months, Just Catering was receiving leads through their website, future-proofing their enquiry line. The website is attracting high-profile clients.
Just Catering now has a much clearer view of how their customers feel when moving along their sales funnel. They understand how to deal with leads at each stage of their customer journey. They have identified their target market and adjusted their marketing accordingly.
What our client said
[The website]'s attracting high-profile [client's] which is what I want.
Carl Gauntlett, MD and Founder of Just Catering