How a website refresh and data tidy up reduced marketing spend by 90%

Key achievements:

74% year on year increase in organic traffic
Doubled direct site traffic year on year
Improved credibility online contributed to achieving 6 major media pieces/appearances
Tripled website user figures year on year
New blog software led to one blog post overtaking the home page traffic figure for 30 days running, delivering in excess of 500 unique visitors
Reduced paid acquisition marketing spend by 90%

The brief:

Laure Moyle aka the Pudding Fairy, designs, bakes and delivers stunning celebration and wedding cakes along with clever chocolate creations.

Laure wanted to achieve several things during a relaunch of her company website. Pudding Fairy needed to rank for key phrases in the search engines and be seen on Google Maps, Laure also aspired to able to change the website content more easily and blog more frequently. She wanted to gather additional newsletter sign-ups via the website and have her Google Analytics data capture refined.

Pudding Fairy needed a local web developer along with some search engine optimisation consultancy.

The work:

Having provided her with a choice of homepage designs, Laure selected her favourite and we installed a new WordPress theme, redesigning the website to improve the look, structure and ease of editing. Both the Yoast SEO plugin and the Bloom plugin (for email list subscriptions) were installed and configured along with an image slideshow plugin.

Laure already had recent keyword research, so following some guidance she was able to do some search engine optimisation activities on the website herself. We also looked at her Google My Business profile and advised her on what to change to increase her chances of being listed alongside competitors in local searches. Our specialist then tweaked settings in the Pudding Fairy Google Analytics account to ensure obscure data wasn’t being recorded.

Prior to these changes, Pudding Fairy’s spend in paid acquisition marketing channels had been over £1k per year with poor results and no significant ROI.

The results:

Pudding Fairy now appears on page 1 of the Google search results for 3 highly competitive keyword phrases and on Google Maps for geographical searches. Utilising the blog plugin, Pudding Fairy produces regular, quality content which she also shares via her social media channels which supports her SEO activity. The business no longer spends marketing budget on pay-per-click or print advertising.

Whilst Laure does her own PR work, she knows that having credible online visibility has also contributed to her cake business being selected for features in The Guardian, The Telegraph and on BBC Sussex Radio. Laure has also been an expert speaker/demonstration guest at two Country Living events and been on the experts panel for Your Sussex Wedding magazine.

“Having a blog post overtaking the traffic to the home page for a whole month, delivering in excess of 500 unique visitors, is a significant result for a boutique business like Pudding Fairy. New customers regularly comment on how they started by reading Pudding Fairy blog posts, finding them really useful so they then decided to get in touch for a quote. The business was nowhere to be seen for any keywords and now regularly appears alongside and above a leading London wedding cake designer. Thanks for all your fantastic work, commitment and advice. My website is now a lot more versatile to showcase my products and tell the unique story of Pudding Fairy.” – Laure, Chief Pudding Fairy