1000 TRADES PUB.
NEW WEBSITE. NEW TONE OF VOICE.
01: CHALLENGE
A beloved independent pub in Birmingham, UK, felt like their website no longer reflected the pub they'd become.
They needed a brand-new website, style, and tone of voice that captured their personality and atmosphere while showing off all the reasons for regulars and fresh faces to walk through the door, focusing on their pub events, pop-up kitchens, comedy, and live music nights.
02: APPROACH
Based on collaborative workshops to agree the brand's new objectives and audience personas, my role was to:
Tone of voice: Craft a TOV that reflected their quirky personality & atmosphere
Website content: Write SEO-optimised content for new & existing pages
03: RESULTS
Within three months, the new website, branding, and TOV directly impacted:
Website conversions: 1,775 clicks on "Book a table"
Events awareness: 1,665 page views for the ‘Events’ section
New sources of revenue: Guests placed order on the pub's new Shopify store
Visits from social: 893 people came from Instagram, Twitter, or Facebook
Audience growth: 7,393 new users and 904 returning users
Local pub, national awareness: 5,402 users between London & Birmingham
