Helping a Small Business Attract More Customers Online
Through Strategic Custom Website Design & Cost-Effective Marketing
How Custom Website Design Helped a Small Business Rank Higher on Google and Bring in Customers
Like many small businesses with a weak online presence, this traditional English pub in Northern California’s South Bay struggled to bring in customers during the pandemic.
Their challenges are still common today: getting noticed, turning visitors into customers, and keeping people coming back.
The Business Goal and Solution
To support their recovery and growth, I delivered a full-service solution: custom website design services for small businesses, paired with integrated marketing—to help them get found on Google, attract customers, and drive repeat business.
The well-rounded approach strengthened every key part of their digital presence—from boosting visibility to building customer engagement and loyalty.
Why Having a Strong Online Presence—Especially a Website That Actually Works for You—Matters
If your small business website isn’t working—or worse, not showing up on Google—you’re losing potential customers every day.
These days, most people start online.
Whether they’re looking for a bite to eat, a service, or something new to try—they’ll likely find (or miss) you through Google first.
97% of people learn more about a local business (or org) online than anywhere else. (SEO Tribunal)
83% of shoppers research online before stepping foot in a store. (Google, U.S. shopper study)
80% of consumers turn to search engines like Google to find local info and services near them. (TechTarget)
So how does your business show up when people search?
Your small business website needs to rank well on Google and be easy to find—because a “pretty” site won’t grow your business if customers can’t discover it.
And if your website isn’t making a strong first impression or guiding customers to take action, it’s likely costing you valuable opportunities.
75% of people judge a company’s credibility based on its website design (Source: Stanford Web Credibility Research)
A website that doesn’t inspire action won’t deliver results to help grow your business—it’s just sitting there, not doing its job.
See the full-service digital solutions provided for the small business.
Effective Website Design & Marketing That Helped the Small Business Bring in Customers
With a Strategic Focus on the Most Impactful and Cost-Effective Marketing Proven to Drive Results
Project Duration: August 2021 – June 2023
.Website redesign provided a user-friendly and seamless experience, with a focus on connecting with visitors and getting them to take action.
Search engine optimization (SEO) strategies helped the business show up higher on Google search results for better online visibility, making it easier for customers to find the business.
Targeted social media marketing connected with the right audience, built brand awareness, and kept customers coming back.
Email marketing campaigns, designed to stay in touch with customers, kept the business top-of-mind, built loyalty, and encouraged repeat visits.
Click the button for the full-service solutions overview or click on any of the links to explore each strategy in action.
The Overlooked Secret Behind Small Business Website Design That Delivers Real Growth
This case study features a local pub—but the same strategy works wonders for just about any small business or organization.
Whether you run a salon, spa, wellness brand, school, creative, social impact, or entertainment business, the same core challenge comes up again and again:
Your website should do more than exist—it should actually help your business grow.
That means having a site that’s:
Easy for customers to find on Google
Simple to use and navigate
Clear and compelling in how it connects, while being aligned to your brand
Built to drive action—like bookings, calls, purchases, or sign-ups
What made the biggest difference here was the strategy behind the design: a customer-centered approach that aligned every part of the website and digital strategy with what people actually needed—and what motivates them to act.
Transforming a basic online presence into a growth-focused website and marketing system that repeatedly attracts, engages, and keeps customers coming back isn’t just for pubs. Without a doubt it’s a smart move for any small business ready to turn clicks into customers.
Background Story: Bringing the Charm Online
The Duke of Edinburgh pub has been a beloved community hub in Northern California for decades—a place where friendships formed, stories were shared, and memories made.
There’s nothing quite like it in the Bay Area—or likely across the U.S.—in terms of authenticity. Nearly everything used to build it over 40 years ago was imported from England, giving it a standout business differentiator and good old-fashioned charm.
But that rich tradition came with challenges. For years, the pub thrived on foot traffic, word-of-mouth, and its in-person atmosphere. But when the pandemic hit and people stayed home, their in-person community appeal couldn’t keep the business flowing.
Once bustling with regulars and Apple employees from across the street, the pub saw a steep drop in customers when office workers went remote.
A longtime regular suggested I help with digital marketing.
At first, there was understandable hesitation—why change something that worked for 35+ years? But the reality was: the old ways just weren’t bringing people in anymore.
I explained that we needed to meet people where they were—online, searching for places to go, eat, and connect.
Thankfully, they took the leap.
Because its biggest strength—the in-person experience—deserved a bigger stage. And that meant building a strong digital presence that could bring its charm online and help new customers feel the connection, even before they walked through the door.
Understanding the Customer Experience Problems & Missing Digital Strategies
Identifying the Digital Roadblocks Holding the Business Back
The business didn’t just need marketing help. It turns out it also faced significant digital experience challenges.
Here’s what needed to be addressed:
The website struggled to appear in search results, making it hard for potential customers to even find the business online.
2. Frustrating Website Experience
When people did land on the site, they couldn’t easily find key info—like what the experience was like in person, or easy ways to take the next step.
3. Limited Reach and Customer Awareness
Without paid social media campaigns, the business missed chances to get in front of new local customers who were already interested in similar places.
4. No System to Re-Engage or Retain Customers
The business had no email marketing in place to follow up with visitors or customers.
No tools to promote events, send offers, or stay top-of-mind—resulting in missed chances to drive repeat business and build customer loyalty.
What it needed was a stronger digital presence—one that reflected the pub’s unique charm, helped people feel connected, and made it easy for them to visit, engage, and keep coming back.
My Roles
This project started as a simple request for marketing help—but quickly grew into a full-service transformation that combined web design, strategy, and digital marketing to support long-term business growth.
Web Designer: Created a clean, user-friendly website that’s easy to navigate, visually on-brand, and designed to turn visitors into customers.
Digital Experience Strategist: Planned the full online journey to ensure every part of the website—design, content, and layout—was built to connect with visitors and guide them to take action.
Content Developer: Curated images and helped shape the messaging to reflect the pub’s personality while keeping it clear, relevant, and engaging.
Marketing Consultant: Built integrated email and social media strategies to increase visibility, drive repeat visits, and strengthen customer loyalty.
This combined approach helped the website deliver more than just a great online experience—it also drove measurable results in terms of customer interaction and business growth.
Understanding the Challenges
A. For High-Intent Users
Before we dive in, who exactly are high-intent users? Great question! These are people who know what they need and are actively searching for it online — whether it’s information, a service, or a product. Because they’re already closer to making a decision, their attention is incredibly valuable to any business or organization.
Overlooking these users can be costly, which is why it’s so important to prioritize their needs and create a clear path for them to take action.
Poor Site Discoverability Issue
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With people relying on online searches to decide where to go, it's crucial for websites to be easy to find.
The pub’s website struggled to appear in search results, making it harder for potential customers to discover the business.
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When users searched for “authentic pub in Cupertino”, “authentic English pub bay area”, “traditional English pub bay area” — highly relevant searches that included the business’ primary offering and location, it required a lot of scrolling to come across the business
In these cases, we would expect the business to rank highly or be among the top search results.
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Since most people don’t keep scrolling, potential customers were likely finding other options first.
That’s fine if they found what they needed, but it’s a missed opportunity if the pub didn’t show up at the top of Google search results for those specifically looking for it.
Takeaway
Improving online visibility was key to ensuring the pub didn’t miss out on valuable opportunities.
See how search engine optimization helped make it easier for people to discover the business on Google.
Site Usability Issues
Original website active until August 2021
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Missing Visual Content (e.g. of the Staff, Food, and Their Authentic Interior, which is Supposed to be Their Claim to Fame)
Missing Testimonials or Reviews
Missing About Information
Missing Contact Form
Missing FAQ
Missing Actionability of Key Information (no interactive address and phone # links)
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Missing Visual Content (Staff, Food, Interior): Lack of Visuals Made It Hard for Users to Get a Sense of the Place
Missing Testimonials or Reviews: Without Testimonials or Reviews, Users Felt Less Confident
Missing About Information: Not Having an 'About' Page Left Users with No Clear Story
Missing Contact Form: Without a Contact Form, Users Struggled to Reach Out
Missing FAQ: Users Lacked Quick Access to Common Questions Leading to Confusion and Possibly Missed Engagement
Missing Actionability of Address and Phone #: Not Having These Information Clickable Does not Make it Easy for Users to Connect with the Business
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This issue created unnecessary barriers to user engagement and trust.
Takeaway
Customers need important details and features that enhance their experience to make a decision on choosing a business. So key info, effective visuals, and actionable elements needed to be added to the site where users can easily find them, to help meet their needs, build trust, and enable them to connect more easily.
See how we transformed the business’s online presence through a custom, user-friendly website design, with a customer-focused approach to attract more customers online and drive in-person visits.
B. For Low-Intent Users
What do we mean by low-intent users? These are the users who aren’t actively looking for a solution at this moment. They might be casually browsing or exploring general information, but they’re not yet ready to make a decision or take immediate action.
While their intent is low, this part of the user journey is still important. It’s about capturing their interest, nurturing their curiosity, and setting the stage for when they’re ready to take the next step.
Limited Visibility Hurt Awareness and Engagement
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Without paid social media exposure, low-intent users casually browsing couldn’t discover promotions, events, or updates about the business.
• The absence of targeted ads meant fewer opportunities to capture their attention and drive engagement.
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Without seeing special offers or events through targeted social media campaigns, users missed out on exclusive deals, reducing their chances to engage.
This lack of visibility meant fewer opportunities to convert casual browsers into loyal visitors.
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• Low visibility on social media meant that potential customers were unaware of the pub’s events and promotions, limiting engagement and conversions.
• Without this visibility, there was a missed opportunity to attract new customers and drive repeat visits.
Takeaway
To reach a broader audience and raise awareness, it’s crucial to invest in social media outreach (paid boosted posts) to reach low-intent users who aren’t actively searching but still need to be engaged.
Increased exposure through paid ads boosts visibility, enhances user interaction, and ultimately improves conversions by reaching potential customers who may not have otherwise found the pub.
Explore how the targeted paid social media strategy increased visibility and engagement.
Lack of Re-Engagement Tools Reduced User Retention
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Without email marketing and other re-engagement strategies, it was difficult to bring back past visitors.
Missing tools like email follow-ups and reminders for events and offers blocked opportunities to retain and re-engage customers.
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If users can’t easily sign up for email updates or reminders about upcoming events and special offers, they miss out on the latest news, leading to lower engagement and reduced satisfaction.
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Visitors who may have shown interest before are likely to lose connection with the brand, especially with the distractions online and short attention spans.
Takeaway
To retain users and keep them engaged, integrating clear sign-up options like email newsletters or subscriptions is crucial.
In this case, a sign up for a newsletter that will allow users to receive timely event updates and special offers would be beneficial to the customers and the business. It re-engages past visitors encourages repeat visits.
Learn how the email marketing strategy nurtured loyalty and encouraged repeat visits.
Custom Website Design & Marketing Strategy That Brings in Customers
This project shows how combining custom website design with integrated marketing creates a growth-focused strategy that actually delivers results.
Visitors were guided through a smooth, engaging journey—and every element, from visuals to messaging, was thoughtfully designed to resonate with the right audience and encourage action.
The goal: Help more people find the business online, access the info they need, and feel inspired to visit in person.
User-friendly, conversion-focused website that turns visitors into customers
SEO for small businesses to climb Google rankings, and make the business easy-to-find
Social media marketing to build awareness and increase engagement
Email marketing to keep the business top-of-mind, strengthen customer relationships, and drive repeat visits
By aligning all elements into a cohesive system, we turned the online presence into a tool that attracts the right customers and keeps them coming back.
Conversion-Driven Digital Experience That Inspires Action
The user journey was thoughtfully mapped—making it easy for customers to find what they need and take action.
This flow shows how visitors might find the business through a search or social media post, then easily take the next step—like filling out the contact form, clicking the phone number to call, or signing up to the newsletter for event updates.
We designed a smooth, intuitive, customer-centered experience focused on meeting people where they are, and guiding them toward taking action.
That means making it easy to:
Sign up for the newsletter to get event updates
Click on a phone number or address to plan a visit
Engage with posts and promos that drive foot traffic
Strategic calls-to-action were placed across the site, email campaigns, and social media—creating touchpoints that nudged people forward.
Because a website can’t just look good—it has to work hard for your business. And this one did.
Every element was built to help customers find what they need and take the next step, which ultimately drove measurable results for the business, turning visitors into customers.
Seamless, Multi-Channel Experience That Keeps Customers Engaged
A full-service website and marketing system working together to attract, engage, and convert customers—while reflecting the brand’s unique identity.
This flow highlights how connecting the website, email, and social media creates a seamless journey. Users can discover or interact with the business through search or social posts, then easily find event details, sign up for updates, or take action—whether that’s visiting in person or engaging online.
We connected the website, social media, and email into one unified system—so whether someone was casually browsing or ready to buy, their path was smooth and clear.
For example:
A low-intent user might find a fun event post on Facebook, click to learn more, visit the site, and either sign up to get updates on future events or stop by the pub.
A high-intent user might search for a local pub, find the optimized website on Google, view the menu, and use the address link to get directions.
Both users ended up taking action—because the system was built to meet them where they are.
By creating a cohesive, consistent, and connected digital experience that guided users to take action and stay engaged, we transformed the pub’s online presence into a high-performing system—built to attract customers, boost visibility, and turn clicks into meaningful results.
Website Experience & Navigation Improvements
Capturing the Heart of the Business:
Traditional, Nostalgic, Communal Experience
UI Color Palette
While designing the following sections of the site, I focused on adding elements that evoke feelings of tradition, nostalgia, and community to craft an inviting, user-centered, and brand-aligned experience.
Through visual storytelling with the aid of colors that bring out feelings of rich traditions, familiar comfort, coziness, and warmth, I connected with users emotionally, enhancing engagement and setting the tone for a nostalgic, communal atmosphere before they even stepped inside.
I. Creating a Seamless Website Experience that Drives Action:
Engaging and Providing Customers’ Needs
Goal:
Create a user-friendly website that’s easy to navigate, engaging, and aligned with business goals of attracting customers and improving engagement.
User-Centered Design:
The entire site was redesigned to highlight key business information and feature visuals like photos of the staff, food, and the pub’s authentic interior. I collaborated with the owner to add content for the About Page, menu, and FAQ, ensuring these details were easy to find. Key elements like the location and phone number were made clickable, with an interactive Google Maps address for easy navigation.
Enhanced Navigation & Accessibility:
I simplified navigation, ensuring that the site was intuitive and mobile-responsive. Added a contact form and FAQ page to reduce friction. Interactive features like clickable phone numbers made it easier for users to take action.
Conversion-Focused Design:
The design was crafted to guide users toward taking action, with clear calls to action (CTAs) encouraging visitors to see the menu, sign up for the newsletter updates, dine in the patio, or pick up food and drinks. By adding visual content that highlights the pub’s rich tradition and vibrant community, and ensuring interactive elements, users can quickly find the information they need, boosting their confidence in engaging with the business.
Brand Consistency:
The new design fully reflects the pub’s authentic identity, showcasing staff portraits, food images, and shots of the interior, helping users connect with the brand and fostering trust in their decision to visit.
Fixing Pain Points:
Missing Visual Content: Added images of the staff, food, and the interior to give users a sense of the pub's atmosphere which helps in their decision to visit or not.
Missing Testimonials/Reviews: Included customer reviews to build trust and encourage new visitors.
Missing Substantial About Info: Painted a clearer picture of the pub’s beginnings in the About Page and shared some of the owner’s sense of humor to build an emotional connection with users.
Missing Contact form: Added a contact form so users can easily submit their questions or requests.
Missing FAQ page: Added an FAQ page to give self-service support for user efficiency so users can quickly access answers to common questions without having to look elsewhere.
Missing Actionable Features: Implemented clickable phone numbers and an interactive map to simplify navigation and reduce friction.
Results:
With a focus on user-friendly design and addressing key pain points, the new site is easier to navigate and more engaging, leading to better alignment with business goals. The content collaboration helped create an authentic experience, improving engagement, reducing visitor drop-offs, and increasing conversions.
Enhanced Usability and Engagement
The redesigned website transformed the user experience, making it easier for visitors to find key information, take action, and stay in touch.
With better navigation, accessibility, and interactive features, the site reduced bounce rates and boosted customer interaction. More users called the pub, signed up for updates, and visited in person—resulting in higher engagement and increased customer visits.
The seamless integration of interactive features, mobile responsiveness, and engaging visual content increased user confidence and drove higher conversions. These website experience improvements strengthened the business’s online presence and growth, and led to a more enjoyable customer experience, increased engagement, and in-person visits.
II. Discoverability Solution Through Search Engine Optimization (SEO)
Goal:
It’s very important for any business to have high-visibility in search results especially for relevant queries of high-intent customers who are close to making a decision.
In this case, the relevant search topics or keywords that the pub should rank high has to do with what it offers and its location. So people searching for a traditional/authentic pub or traditional English/authentic English pub in the area should easily find the business.
Fixing Pain Points:
Built the site with SEO best practices to ensure strong rankings.
Strategically placed targeted keywords to help Google recognize the pub for relevant searches.
Designed a clear site structure with optimized content so Google could easily understand and rank it.
Implemented local SEO enhancements, ensuring the pub appeared in Google Maps and local searches.
Results:
Boosted visibility: The pub started ranking on page 1 for key searches.
Increased website traffic, which led to more foot traffic.
Customers searching for a traditional or authentic pub in the area could easily discover the pub.
Thankfully for this particular business they have a unique offering that makes them stand out. This helped in the work of improving their ranking on Google’s search results.
By optimizing for Google search, local SEO, and user intent, I’ve set up the website to help make it easy to find on Google.
But the fact is there’s no guarantee of appearing on the top results.
Efforts to optimize websites for ranking higher on search engines like Google are best kept as continuous improvement action items, to be treated as a marathon race, not a sprint.
Improved Online Visibility Impact through SEO
The business’ website started ranking high on Google search results for relevant queries such as: “authentic English pub Cupertino”, “authentic English pub bay area”, “traditional English pub Cupertino”, “traditional English pub bay area”, and even more general terms such as “traditional pub Cupertino”.
Discoverability Goal: For the business to show up in one of the top Google search results when people use the keyword “authentic english pub cupertino”.
Successful Result: The business, via its site link, is ranking highly on Google as the 1st search result listed top of page 1.
Discoverability Goal: For the business to show up in one of the top Google search results when people use the keyword “authentic english pub bay area”.
Successful Result: The business, via its site link, is ranking highly on Google as the 3rd search result listed top of page 1.
Discoverability Goal: For the business to show up in one of the top Google search results when people use the keyword “traditional english pub cupertino”.
Successful Result: The business, via its site link, is ranking highly on Google as the 1st search result listed top of page 1.
Discoverability Goal: For the business to show up in one of the top Google search results when people use the keyword “traditional english pub bay area”.
Successful Result: The business, via its site link, is ranking highly on Google as the 3rd search result listed top of page 1.
III. Paid Social Media Marketing Solution:
Boosting Brand Awareness and Community Engagement
Goal:
Increase brand awareness and engagement by using social media to connect with a wider audience and promote the pub’s events and offerings.
Why Focus on Facebook and Instagram Social Media Marketing?
It’s a good question—why use Facebook and Instagram instead of channels like display ads, paid search, or YouTube to boost brand awareness for low-intent users?
At the time, it was crucial to be very efficient and productive since the business had taken a big hit, and conversions were down. Narrowing down to the most effective platforms that could deliver results quickly, was the smartest move.
Display ads can be used for low-intent users, but people have developed banner blindness so it wouldn’t be effective to use. All other channels will take a while to develop and gain traction.
Facebook and Instagram have proven to deliver a massively higher return on investment (ROI) compared to other social media channels then. With the business needing fast, effective results, prioritizing these platforms was the clear choice.
Stats on Social Media Platforms’ Return on Investment (ROI) performance shared with the business owners in 2021, as part of the business proposal to launch paid Facebook and Instagram social media campaigns.
Social Media Marketing That Builds Awareness and Engagement
Alongside organic posts in the pub’s Facebook group, we developed a paid social media strategy to reach a broader audience—including people who weren’t yet aware of the business or its events.
But it wasn’t just about promoting events—it was about creating connection.
Brand-consistent visuals and messaging made the pub feel familiar, and evoked a sense of community, while interactive posts encouraged likes, shares, and comments.
This boosted engagement and expanded reach—making the business more visible to potential new customers.
Results:
The social media campaigns helped the business connect with new customers, build brand awareness, and increase engagement—especially with users who weren’t actively searching for the pub.
By consistently sharing content that resonated, the campaigns made it easier for people to discover upcoming events and updates—strengthening customer relationships and encouraging repeat visits.
The result: more visibility, deeper community connection, and more customers walking through the doors.
Elevated Engagement Impact through Social Media
By creating content that really spoke to what customers wanted to hear — while staying true to the brand’s offerings — we got people excited about special offers and events. This drove a solid 4% average engagement rate, which is actually a big win.
To put it in perspective, an engagement rate of 1-5% is considered great for this kind of marketing, so hitting 4% shows people weren’t just seeing the posts but actively interacting. It’s like being at a concert with 100 people, and 4 of them stopping to chat with you — real, meaningful engagement that shows the content really resonated and got people involved.
Strong Customer Engagement with Social Media Promos Despite Short Time Allotted of 2 to 3 Weeks
This boosted anniversary celebration social media post drew a strong 4% engagement.
And this live music event social media promotion delivered a solid 5% engagement.
Finally, this watch party boosted post scored big with an impressive 9% engagement!
IV. Email Marketing Solution: Driving Repeat Visits
The Goal:
To drive repeat business and build brand loyalty with personalized, impactful email marketing strategies.
Why Use Email Marketing for Customer Retention:
Email marketing is still one of the most powerful ways to drive conversions and sales, and it's a go-to channel across many industries.
When I was designing the pub’s website, I recommended adding email marketing to stay connected with customers and encourage repeat visits. With email marketing offering an average $36 return for every $1 spent, it’s not only highly effective but also cost-effective for small businesses looking to boost engagement and sales.
Research shows email marketing gets an average 2.8% conversion rate for small businesses like pubs, restaurants, and cafes in the food and beverage industry.
While that might seem small, it adds up fast—about 3 out of 100 people who get an email will take action. So you can have significant attainable results, especially when you can gradually build a big email list.
Personalized Email Marketing Solution Details:
To keep users engaged and coming back, I implemented a newsletter signup for users who had visited the website either organically (e.g. through Google search, word-of-mouth, etc.) or through paid media (e.g. Facebook and Instagram ads). This made it easy for users to stay updated on new menu items, upcoming events, and exclusive offers—giving them more reasons to return.
Emails were designed to feel like friendly, personal invitations rather than traditional sales pitches. To capture the reader's attention, make users feel more connected to the brand, and drive action (such as clicking through to reserve spots for events), I crafted newsletters with the following:
Engaging visuals
Brand-consistent cotent
Personal and relatable touch
Curiosity-driven subject lines
Emotionally resonant messaging
This approach led to higher open rates, increased click-through rates, and more conversions (e.g. event reservations through platforms like Eventbrite), ultimately increasing in-person visits.
Engage users who may have found the pub through organic search or paid ads and encourage repeat visits through personalized and compelling email marketing strategies.
Results:
By staying true to the pub's brand voice and keeping users informed and engaged, the email marketing campaigns significantly boosted engagement, fostering stronger connections with the brand, which helped strengthen customer loyalty and increased repeat visits.
Reengagement and Customer Retention Impact through Email Marketing
Re-engagement * Follow Through
Re-engagement * Follow Through
With compelling and relatable newsletters written in the brand’s voice, the email campaigns achieved an impressive 67% open rate—a massive win in email marketing!
To put that into perspective, the average open rate across industries is just 22.61%. That means these emails performed nearly three times higher than the industry standard—about 196% better!
Imagine sending an invite to 100 people and having 67 of them stop what they’re doing to check it out—compared to the usual 22. That's a huge jump in visibility and a major opportunity to boost sales, event attendance, or customer engagement!
This success came from thoughtful content, strategic timing, engaging design, and sparking curiosity—proving that the right approach can turn emails into a powerful tool for driving results in digital marketing.
Turning Clicks Into Customers with Full-Service Web Design, SEO & Marketing Built for Small Businesses
This project shows how custom website design for small businesses—combined with local SEO and integrated marketing—can drive real results both online and in person.
The user-friendly, customer-centered design made it easy for visitors to take action. Local SEO improved the business’s visibility on Google, while targeted social media and email marketing kept the brand top-of-mind and brought customers back.
By creating a cohesive, customer-focused system, we transformed an underperforming site into a growth tool—built to attract more customers, increase visibility, and deliver a better experience. It’s the kind of small business website design that actually works—what the best website design for small businesses should do.
Find out how your small business can grow through a website and digital presence that attract and repeatedly bring in customers.
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