I was recently approached by a local building company to "build them a website" for the Garden Rooms branch of their business. I always approach this type of enquiry with some trepidation, especially from a small business. It could mean they need everything, from branding to a complete advertising campaign.
Sure enough, after the initial meeting, it was apparent that they needed help with every aspect of their new venture. Fortunately, the client is aware of their limitations and has realistic expectations.
The Strategy
The overall strategy that I came up with called for:
- Branding
- Website, including photography and copywriting
- Print Collateral - Business cards, brochures, site boards, etc.
- Advertising Collateral - advertisement design
- Print Advertising - research, cost & purchase
- Back-office Support
All this has to be delivered affordably over some time; as is usual with most small businesses, doing everything at once isn't an option. As a consultant, I always have to identify where to most effectively spend the budget, and this project is no exception.
Website Build
Photography
We used stock images where possible, but to add authenticity to the website, I felt it was essential to have photos of their products too. So I arranged for photography of four of their existing builds, giving us a bank of images to use in future campaigns, literature, and the website.
Copywriting
Copywriting has been more challenging. While the company has been trading for many years, they have never advertised their services. Also, because, in some ways, this venture was a departure from their usual work, they had nothing for me to work with. As a result, I had to complete a great deal of research to determine the website's approach, what I should write about, and what voice I should use.
I expect the content to grow organically, but the initial content I've written should provide a foothold in search results and be persuasive enough to encourage leads.
SEO
Local SEO is a primary channel that I will take advantage of as the company only wishes to trade within a 25-radius of Bournemouth. As usual, I built standard SEO into the website's cost, which includes six months of optimisation from the go-live date.
Future Support
This project will be ongoing, with me providing or coordinating printed collateral and back-office services and building their website into a more proactive marketing tool. I will also identify and cost suitable local print advertising outlets for their garden room venture.
A Pleasure to Work With
Having got to know the clients over the last couple of months, I have to say I'm impressed by their approach to their Garden Room venture. The quality of their work is exceptional, and their garden buildings are more like tiny houses and have absolutely nothing in common with garden sheds! (Unlike some of their competitors.)
If you are in the market for a garden room or annexe, ask them for a quote. I don't think you'll be disappointed.
Four Seasons Garden Rooms provide a bespoke garden building design and build service within a 25-mile radius of Bournemouth, Poole & Christchurch. This includes Ringwood, Ferndown, Wimborne, most of the New Forest and the Purbecks. You can find them at: https://fourseasonsgardenrooms.co.uk/
