date
2022
client
Artfarm
The Artfarm estate is a collection of completely unique and lovingly created hospitality venues, each venue a one off work of art in its own right. Across the UK, Europe and the USA, the estate includes restaurants and private dine venues, hotels, and eCommerce stores. For over 4 years we have been partnering Artfarm to create an equally befitting estate of websites, that not only reflect the venues in design and technical excellence, but that also work hard to deliver quality visitors and resulting bookings via organic and paid search marketing.
We designed a full funnel Paid Media strategy utilising Google Ads and Meta Ads platforms focusing to increase Mount St. Restaurant’s brand awareness and table bookings. For both the restaurant and their exclusive private dining spaces.
As Mount St. is a premium brand, the challenge was to maximise paid ad performance whilst adhering to their strict brand guidelines.
To improve performance & maximise ROAS it was essential that we implemented continuous testing across the board including audience, keywords, ad copy and even landing pages.
Comprehensive tracking was essential for us to maximise performance, and whilst there are challenges in tracking walk-in conversions we agreed to track direct online bookings by fully integrating with the restaurants booking systems. This allows us to report covers per booking, booking times and average spend per cover/booking.
This data was then compiled into automated reporting & data visualisation tools to allow them access to the data in near real-time.
Increase in restaurant bookings
Increase in restaurant conversion rate
Using automated reporting tools
Looking to expand their e-commerce capabilities, Artfarm wanted to migrate Farm Shop from their old platform to a new system that could better support their growing operations. A brand new visual overhaul was done to link their online branding with their physical product branding present in their two stores.
Working alongside the many facets of the Farm Shop operation, from the marketing team to the warehouse fulfilment team, we built an e-commerce site that allows each level of the Farm Shop to use the platform to deliver the high-quality products and services they are known for.
The team delivered bespoke and technical solutions to get the absolute most out of the WooCommerce platform and ensure that the website is future-proof, so Farm Shop can extend and expand its e-commerce capabilities.
ArtFarm tasked us with creating an SEO strategy for their new restaurant and fishmongers in Ballater, aiming for top search rankings in a limited timeframe. Through in-depth competitor research and keyword optimization, we integrated SEO best practices into the website development, while also securing valuable backlinks by converting unlinked brand mentions. The challenge of establishing “Fish Shop” as a brand, despite its generic name, was met by strategic targeting, helping us secure top 10 search positions for seven high-volume keywords within a month.
Over the past year, organic search became the primary source of traffic and bookings, achieving a 5.9% conversion rate, exceeding industry averages.
High volume keywords in top 10 positions within the first month
Organic search conversion rate
Top source of traffic and bookings
