Watkin and Berry are a West Midlands-based wedding florist. The company had been operating successfully for a couple of years and already had a website and customer base. They wanted to grow their business and wanted to understand how to compete against big-name brands that were dominating the market. They were finding that they were being constantly undercut by companies who provided a similar service, but who provided a poorer quality finished product.
How we helped
The first stage of the process was to complete an audit on their existing site. We measured the findings against their competitors in the region. The audit identified several problems that suggested their brand positioning was wrong and that the website was not delivering the functionality that could maximise on the visitors who were landing on the site. It also revealed that the level of traffic coming to their site did not compare with their competitors, suggesting that a long-term digital marketing campaign was needed to draw traffic to their site.
How we helped
The next stage involved determining what was unique about Watkin and Berry. In a crowded marketplace, it was important that the company carved out an identity that felt authentic and would connect with its target market. We walked through our Brand Strategy and Website Design Workshop with Watkin and Berry, helping them identify their target market and draw out the messaging and functionality that the website needed to include to speak to their audience’s needs. We built a list of recommended changes that the company needed to make to its site based on the findings of the workshops.
Content Marketing
It was clear that Watkin and Berry needed to conduct a long-term content marketing campaign in order to draw users to their site and improve their rank on results pages in search engines. We conducted keyword research on the types of queries that their desired target market was searching for. Using this, we constructed a content marketing campaign that would ensure enough content was created to generate the traffic needed.
The Impact
The impact on Watkin and Berry was significant. The website’s traffic has increased significantly, and the florist is getting more enquiries through the website. The enquiries are coming from the customer base that the company wants too, with high-value clients finding and loving the company’s site. The business now has a focus and a direction and understands its own voice and its position within the market. We sincerely hope that Watkin and Berry go from strength to strength and wish them every success.
What our client said
"I've had a huge impact... I'm getting more traffic... I'm getting more enquiries... and more enquiries from customers I actually want.
Becky Ellis, Owner and Founder