Menu
The Brewery offers fantastic venues in London for hire including conference, wedding and Christmas party venues. We have been working with them for many years to improve the performance of their website through website design, user journey workshops and SEO, helping to position them as a leading London venue.
The Brewery wanted to create a platform that reflected their brand values and innovative approach to providing award-winning events for their customers, drive enquiries, showcase expertise and provide flexibility for the in-house team to update the site.
First and foremost, it was crucial that the website was designed and built to allow users to easily find information and a venue to match their requirements, as well as showcasing their various events services. Optimising the user journeys and creating a dynamic and engaging user experience was a key focus in order to drive maximum conversions, as well as consistency within the templates throughout the site.
Before any design could begin, we conducted a UX review, including an overarching visual review of the site to flag accessibility, compatibility and calibration issues. We also carried out a heuristic analysis of the visual strengths and weaknesses in a competitor analysis and provided insights from user interviews, statistical breakdowns from Google Analytics findings and Microsoft Clarity.
We then compiled core scenarios and personas in preparation for a user journey workshop in which we worked through empathy maps for key personas. This enabled us to work through their individual journeys – establishing strengths, pain points and opportunities available to us when looking to plan and design a new site.
Post design and build stages, we carried out thorough testing on the site, such as smoke tests, cross-browser checks, integration testing and checks to ensure the site adhered to SEO best practices. We performed user acceptance testing with The Brewery stakeholders to ensure they were completely happy with the site, and ensured they were comfortable using the CMS.
Throughout the website development, our SEO specialists were on hand to ensure the on-going optimisation of the site. From a technical SEO standpoint, we are constantly optimising the site to ensure it remains in optimal health. This has included creating a new HTML sitemap, creating new internal links to boost the main topics, and implementing schema on the venue pages. We have also focused on optimising top landing pages and boosting low-performing pages where we identified quick wins.
One important change we made was merging the Grubstreet blog into The Brewery. The Grubstreet is a sister venue with a different site and after analysing its blog performance, we decided the content was better targeted under the new Brewery website. This had an immediate impact – the Brewery started increasing their keyword footprint and sending positive signals to the search engines. The website went on to beat all year-on-year numbers!