The Artfarm estate is a collection of completely unique and lovingly created hospitality venues, each one a one-off work of art in its own right. Across the UK, Europe, and the USA, the estate includes restaurants and private dining venues, hotels, and eCommerce stores.
For over four years, we have been partnering with Artfarm to create an equally befitting estate of websites that not only reflect the venues in design and technical excellence, but 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, focused on increasing 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 and maximise ROAS, it was essential to implement continuous testing across the board, including audience, keywords, ad copy, and landing pages.
Comprehensive tracking was essential 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 restaurant’s booking systems. This allows us to report on covers per booking, booking times, and average spend per cover/booking.
This data was then compiled into automated reporting and data visualisation tools to give the client access to near real-time performance insights.
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 undertaken to better align their online branding with the physical product branding present across 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 enables each part of the business to use the platform to deliver the high-quality products and services they are known for.
The team delivered bespoke technical solutions to get the absolute most out of the WooCommerce platform and ensure the website is future-proof, allowing Farm Shop to 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 within a limited timeframe. Through in-depth competitor research and keyword optimisation, 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 through strategic targeting, helping secure top-10 search positions for seven high-volume keywords within a month.
Over the past year, organic search has become the primary source of traffic and bookings, achieving a 5.9% conversion rate and exceeding industry averages.
High volume keywords in top 10 positions within the first month
Organic search conversion rate
Top source of traffic and bookings
