Website Design - Dancing Badger

When a project goes live, the finished result is the part everybody sees.

A new website. An ecommerce store. A campaign. A new customer journey. Something that looks polished, works properly and hopefully appears as though it was always meant to be that way.

What is less visible is everything that happened before it.

The conversations. The questions. The research. The ideas that were explored and discarded. The details somebody spotted at the last minute. The decisions that moved backwards before they moved forwards.

So we thought it would be useful to go behind the scenes at Dancing Badger and explain what actually happens when we take a digital project from an initial brief through to launch.

Not every project follows exactly the same path.

A website project is different from an ecommerce build, and both are different from a marketing campaign.

But the thinking behind them has a lot in common.

A good project isn’t a relay race where one department finishes its bit and passes the baton on. The strongest work happens when the right people are involved at the right points.

The project starts before anybody starts designing

One of the easiest mistakes in digital work is to begin with the output.

“We need a new website.”

“We need to improve our SEO.”

“We should run Google Ads.”

“We need an ecommerce store.”

Those may eventually be the right answers.

But first we need to understand the question.

What is the business trying to achieve?

Who are the customers?

What is working already?

What is getting in the way?

Is there a technical problem, a visibility problem, a conversion problem, a commercial problem — or several of those things happening together?

That initial understanding shapes almost everything that follows.

Because if we misunderstand the problem at the beginning, there is a very real risk of delivering the wrong solution extremely well.

01 Understand

Clarify the business objective, audience, existing challenges and what a successful outcome should look like.

02 Explore

Review the current position, available data, competitors, customer journeys and wider digital environment.

03 Plan

Agree priorities, scope the work and decide how the different parts of the project need to fit together.

04 Shape

Develop structure, user journeys, content direction and the ideas that will form the experience.

05 Design

Turn the thinking into something visual, usable and appropriate for the people who will actually use it.

06 Build

Develop, configure and integrate the technical parts while continuing to test assumptions from earlier stages.

07 Test

Check content, functionality, devices, journeys, tracking and the details that determine whether the finished project works properly.

08 Launch & learn

Put the work in front of real users, measure what happens and use that information to decide what comes next.

A brief tells us where to start — not necessarily where to finish

Clients normally come to us with an idea of what they need.

Sometimes that idea is already very well developed.

Sometimes the brief is effectively a problem that still needs turning into a project.

Both are perfectly normal.

Our job at the beginning is not simply to write down everything we have been asked to do and begin producing it.

We need to understand why it is being requested.

A client might ask for a redesign when the underlying issue is actually poor navigation.

They might want more website traffic when the bigger opportunity is improving the proportion of existing visitors who enquire.

They might want to advertise a particular service when search behaviour suggests customers describe that service in a completely different way.

Challenging the brief does not mean ignoring what the client wants.

It means making sure the project being built is connected to the outcome they actually care about.

Research is how we reduce expensive guesswork

Before making important decisions, we want to know as much as we reasonably can about the environment the project is entering.

That may involve existing website data.

Search behaviour.

Competitors.

Existing customer journeys.

Advertising performance.

Ecommerce data.

Previous content.

Or simply conversations with people inside the business who understand the customers better than any dashboard ever could.

The purpose is not to delay the creative work with endless research.

It is to make the creative and technical work better informed when it begins.

The earlier we understand the real problem, the less time everybody spends solving the wrong one.

The right specialists need to be involved before their ‘stage’ begins

Digital projects can look very tidy on a project plan.

Strategy first.

Then design.

Then development.

Then content.

Then SEO.

Then analytics.

Real projects are rarely that neat.

A developer may spot a technical implication while something is still being designed.

An SEO specialist may identify an important search opportunity before the site structure is agreed.

A designer may notice that the planned content hierarchy does not make sense visually.

Analytics may show that users behave very differently from the way everybody assumed.

Account management may bring context from the client that changes how a decision should be approached.

That is why collaboration matters.

The objective is not to have everybody involved in every decision.

It is to make sure the right expertise can influence the project while there is still time for that expertise to make a difference.

Client & account

Business context

Keeping the project connected to objectives, priorities, decisions and what is actually happening inside the client’s organisation.

Strategy & data

Evidence

Looking at performance, opportunities, audience behaviour and the information that should influence the direction of the project.

UX & design

Experience

Turning objectives and information into journeys, layouts and interfaces that make sense to the people using them.

Content & search

Language

Making sure the project communicates clearly while considering what customers search for and what they need to understand.

Development

Delivery

Turning the planned experience into something robust, manageable and technically capable of doing what the project requires.

Performance

What happens next

Tracking what users actually do once the project is live and using that information to challenge assumptions and identify improvements.

Collaboration without committee design

More expertise does not mean every decision needs ten opinions.

The point of bringing different disciplines together is to improve the decision, not make the process unnecessarily complicated. Clear ownership still matters. So does knowing when specialist input is useful — and when somebody simply needs to make the call and move the project forward.

Design is where strategy starts becoming visible

By the time a project reaches design, a significant amount of thinking may already have happened.

The audience.

The objectives.

The structure.

The journeys.

The actions we want people to take.

Design turns those decisions into something people can actually experience.

That is why we do not see design as decoration added after the strategy has been completed.

A design decision can change how easy it is to understand a page.

It can alter what somebody notices first.

It can make an important action obvious — or practically invisible.

And sometimes seeing the strategy represented visually exposes a problem nobody had noticed while it existed only as words on a document.

That feedback is useful.

Projects should be allowed to improve as they become more tangible.

Development is not where the thinking stops

Once a design has been approved, it can be tempting to think the difficult decisions have been made and development is simply the process of assembling them.

It rarely works like that.

Development introduces another set of questions.

How should the content be managed?

How does something behave on a smaller screen?

What happens if the client adds significantly more content later?

How should different systems communicate?

What happens when information is missing?

How do we make the feature maintainable rather than merely making it work today?

This is where the experience of people working across website development and ecommerce becomes important.

Good development is partly about writing the code.

It is also about anticipating what the project will need after launch.

Content, SEO and tracking are not jobs we want to discover at the end

Some of the most expensive project problems begin with the phrase: “We’ll sort that out later.”

Content is one example.

A layout that looks perfect with three lines of placeholder copy may behave very differently when the real information arrives.

Search is another.

If SEO only enters the conversation after the structure and URLs have been finalised, opportunities may already have been missed.

The same is true of analytics.

Knowing what should be measured before launch is considerably better than launching first and trying to reconstruct the missing data afterwards.

This is one of the reasons DB Analytics and wider performance measurement are increasingly connected to the work we do.

If success matters, we need a way to recognise it.

Launch day should not be the first time we ask how we are going to know whether the project worked.

Testing is where we deliberately look for problems

By the time a project is close to launch, everybody involved has normally spent a lot of time looking at it.

That familiarity can be dangerous.

You know where the button is, so you stop noticing whether it is obvious.

You know what a field means, so you forget somebody else may not.

You have seen the same page dozens of times, so your brain quietly corrects a typo every time you read it.

Testing means deliberately changing perspective.

Does it work technically?

Does it work across devices?

Does the content make sense?

Do forms and ecommerce journeys behave properly?

Are the important actions measurable?

And can somebody who has not spent weeks inside the project understand what they are supposed to do?

Check 01 Experience

Review navigation, user journeys, calls to action, readability and how the experience behaves across different screen sizes.

Check 02 Content

Check real copy, imagery, links, page titles, product information and the details users will actually encounter.

Check 03 Function

Test forms, ecommerce journeys, integrations, interactions and the technical behaviours the project depends upon.

Check 04 Measurement

Confirm that the important actions can be tracked so the team has useful information once real users arrive.

Then comes the part everybody sees: launch

Launch is an important moment.

It is the point where weeks or months of decisions finally become something customers can use.

But internally, we do not really think of it as the finish line.

It is the moment the project starts receiving a kind of feedback no workshop, prototype or staging site can fully reproduce: real behaviour from real users.

People may behave exactly as expected.

Or they may reveal something none of us anticipated.

A page we expected to be important may receive very little attention.

A secondary route may become one of the strongest conversion journeys.

Search behaviour may shift.

An advertising campaign may expose a weakness on a landing page.

Customers may repeatedly ask a question the new website still does not answer clearly enough.

That information is not evidence that the project failed.

It is evidence that we now know more than we did before launch.

01 Launch

The project moves from a controlled development environment into the real world.

02 Observe

Watch how people arrive, what they engage with and where journeys perform differently from expectations.

03 Learn

Combine analytics, commercial results, customer behaviour and client feedback to understand what the signals mean.

04 Improve

Decide what deserves changing, testing or developing next — then continue the cycle.

Good project management is partly about keeping all of that connected

With several disciplines contributing to a project, somebody also needs to keep sight of the whole thing.

Decisions need recording.

Dependencies need spotting.

Questions need getting to the right person.

Client feedback needs translating into clear actions.

Scope, priorities and deadlines need managing without allowing the project to become purely about administration.

That coordination is less visible than a design or a piece of development, but it has a significant effect on the quality of the finished work.

A project can contain plenty of talented individual work and still struggle if those pieces are not connected.

The process matters, but so does knowing when to adapt it

There is comfort in a perfectly defined process.

Step one.

Step two.

Step three.

Never go backwards.

Digital projects do not always behave like that.

Sometimes research changes the brief.

Sometimes design raises a strategic question.

Sometimes development reveals a better approach.

Sometimes testing exposes something that needs taking back a stage.

The process exists to give the project structure, not to prevent people from responding intelligently when new information appears.

Knowing when to follow the process — and when the project has given you a good reason to revisit something — is part of the experience an agency is there to provide.

What clients see is the outcome. Our job is everything behind it.

Most clients do not need to be involved in every internal conversation.

They should not need to know every technical decision or watch every iteration taking place behind the scenes.

But they should understand the important decisions, know why recommendations are being made and have confidence that the different parts of their project are connected.

That is ultimately what the process is there to achieve.

Not complexity for the sake of complexity.

Not endless meetings.

Not a rigid sequence of agency terminology.

A way of taking an objective, bringing the right expertise around it and gradually turning it into something useful.

Behind the scenes at Dancing Badger

The finished project might look simple. Getting to the right kind of simple usually takes a lot of thinking.

Research, strategy, design, development, content, data and client knowledge all influence the result. The value is not simply completing each stage — it is making sure those stages inform one another.

The exact process will continue to change.

The technology we use will change.

The platforms will change.

And, as we discussed in our article on how AI is changing the way we work at Dancing Badger , some of the tasks involved in delivering digital projects are already becoming faster and more automated.

What matters is that the purpose of the process stays the same.

Understand the problem properly.

Bring the right people to it.

Make informed decisions.

Build carefully.

Measure what happens.

And keep improving.

Start a project

Have something you’re trying to improve, build or solve?

You do not need to arrive with the finished brief. If you know what you are trying to achieve, we can help work out what the project needs to look like from there.

Start a conversation → Website Design Ecommerce SEO PPC DB Analytics Meet the Team

We’re pleased to announce that Dancing Badger is now an official Automattic partner and recommended WordPress agency .

It’s an important milestone for our team, but more importantly, it strengthens what we can offer businesses that rely on WordPress and WooCommerce as a critical part of their digital growth.

Automattic sits at the heart of the WordPress ecosystem, with products and platforms including WordPress.com and WooCommerce. Our partnership brings Dancing Badger closer to the people shaping and developing the technology behind many of the websites and ecommerce platforms we build every day.

For our clients, that means working with a WordPress development agency combining more than a decade of website and digital marketing experience with an even closer connection to the wider WordPress ecosystem.

A partnership built around better WordPress expertise, stronger digital foundations and long-term growth for our clients.

More than a technology partnership

At Dancing Badger, we have never viewed a website as an isolated piece of technology.

A high-performing website needs to support the wider commercial objectives of the business behind it. It needs to attract the right audience, communicate the right message, convert visitors effectively and provide a platform that can evolve as the organisation grows.

That thinking sits at the heart of how we work.

Today, our team brings together three connected disciplines — Digital Marketing, Web, and Design & Branding — because sustainable online growth rarely comes from one discipline working in isolation.

Our relationship with Automattic therefore isn’t simply about building more WordPress websites. It is about continuing to develop the technical knowledge, strategic thinking and platform expertise that allows us to create better digital foundations for our clients.

More than a decade of WordPress development expertise

Dancing Badger was founded in Exeter in 2014 with a straightforward belief: digital marketing and website development should be measurable, transparent and focused on genuine business outcomes.

As the agency evolved, so did our technical specialisms.

In 2019, we refocused our development offering around WordPress website design and development , building deeper expertise around the platforms increasingly relied upon by our clients.

Since then, WordPress has become central to much of our web development work, from ambitious corporate websites to complex WooCommerce ecommerce stores , integrations and ongoing optimisation projects.

Becoming an Automattic partner in 2026 represents the next stage of that journey and recognises the experience our development team has built within the WordPress ecosystem.

WordPress

Flexible website foundations designed around the needs of the business.

WooCommerce

Scalable ecommerce platforms built to support growth and conversion.

Integrations

Connecting websites with CRM, marketing technology and wider business systems.

Hosting

Secure, reliable infrastructure designed around performance and resilience.

Optimisation

Continuous improvement informed by data, behaviour and commercial objectives.

Flexible. Scalable. Built around growth.

What does the Automattic partnership mean for our clients?

Ultimately, partnerships only matter if they create value for the businesses we work with.

For Dancing Badger clients, our relationship with Automattic strengthens the WordPress and WooCommerce expertise behind the websites and ecommerce platforms we design, develop and support.

That includes creating websites that can scale alongside the businesses behind them, making informed decisions about the WordPress ecosystem and maintaining a close understanding of how the platform continues to evolve.

It also supports something we have always considered fundamental to good agency work: recommending the right solution for the client, rather than simply the most convenient solution for the agency.

Our approach is based around understanding a client’s commercial objectives first and then using technology, marketing and design to help achieve them. Transparency and measurable outcomes remain central to every recommendation we make.

Recognition of the team behind the work

The partnership is also an important endorsement of the people behind Dancing Badger.

“

Dancing Badger has been a valued partner to Automattic, and we have been consistently impressed by the team’s WordPress expertise, ambition and commitment to delivering meaningful results for its clients.

Baden Fowler
Partner Manager, Automattic

Automattic also highlighted the combination of technical capability and understanding of clients’ commercial goals within the Dancing Badger team — something that closely reflects the way we have deliberately developed the agency over the past decade.

Dancing Badger Managing Director Dave Warley said the partnership forms part of a wider period of evolution for the agency:

“We’ve evolved significantly as an agency over the last few years, but our focus remains the same: delivering exceptional websites, digital marketing and WordPress solutions that help businesses achieve measurable growth.”

Built for where our clients are going next

The way businesses use their websites is changing rapidly.

Websites increasingly need to connect with ecommerce platforms, CRM systems, analytics, marketing technology, automation and other third-party integrations , while remaining secure, fast and straightforward for internal teams to manage.

Underpinning that is reliable WordPress hosting , performance and ongoing conversion optimisation .

That is one of the reasons we continue to invest heavily in both our WordPress expertise and the strategic partnerships surrounding it.

Our aim is not simply to keep pace with changes in digital technology. It is to understand which developments genuinely create opportunities for our clients and turn those opportunities into practical improvements.

The Automattic partnership is another step in that direction.

As Dancing Badger continues to grow, we’ll keep combining technical expertise, considered design and data-led digital marketing to help ambitious organisations build stronger online businesses.

Looking for a WordPress agency for your next project?

Whether you’re considering a new website, rebuilding an existing WordPress platform or looking for a WordPress development agency that can combine technical delivery with wider digital marketing strategy, we can help you build a stronger digital foundation.

Better technology is only valuable when it helps your business grow.

Talk to Dancing Badger about your next project →

Executive summary Increasing your marketing budget can create more visitors, but it cannot fix a customer journey that is losing opportunities.

Customer journey optimisation helps businesses improve every stage of the path from first discovery to purchase. If your website, messaging, checkout or follow-up process is not converting effectively, increasing spend simply sends more people through the same experience.

Takeaway: More traffic creates more opportunity when the journey works. When the journey is weak, more traffic creates more wasted spend.

Many businesses assume growth is a traffic problem. When sales slow down, the first response is often to increase advertising budgets, launch more campaigns or reach more people.

But marketing performance is not created by one channel in isolation. Every interaction between a customer and a business contributes to the final decision.

A customer journey includes the first search, the first impression, the website experience, the decision-making process, the purchase and what happens afterwards.

More marketing activity only creates more opportunities when the complete customer journey is designed to convert those opportunities into customers.

01Discovery

The customer journey starts before someone reaches your website

The customer journey begins before someone clicks a link. People discover businesses through multiple touchpoints, often moving between channels before they are ready to buy.

This could include Google search, social media, recommendations, AI discovery tools, email campaigns or marketplaces. Each interaction shapes expectations before the website visit even happens.

01Discovery

Search, social, recommendations, AI, email and marketplaces.

02Interest

The customer recognises a need and explores possible solutions.

03Research

They compare options, evidence and trust signals.

04Website visit

The experience needs to answer questions quickly.

OutcomeRepeat customer

The relationship continues beyond the first purchase.

02Conversion

Your website is part of your marketing, not separate from it

Your advertising creates the opportunity, but your website determines what happens next.

Businesses should ask whether landing page messaging matches the advert, whether the value proposition is obvious, whether users can find information quickly, whether trust signals are visible, whether mobile experience is strong and whether calls to action are clear.

Your product and service pages are salespeople

Every page needs to answer the questions a customer has: What is it? Why should I choose it? Why trust this business? What happens next?

Checkout friction quietly loses revenue

Small barriers can stop customers completing a purchase, including unexpected costs, limited payment options, account creation requirements, unclear delivery information, poor reassurance and complicated checkout journeys.

The customers who don’t buy still have value

Not every visitor converts immediately. Email capture, abandoned basket recovery, remarketing and nurture campaigns help businesses continue conversations with interested customers.

Advertising works best when every channel learns together

Google Ads learns from conversion quality. Email learns from behaviour. Paid social learns from audiences. Analytics connects everything together.

08Checklist

Customer journey optimisation checklist

1Reach the right audienceAre adverts reaching people with genuine intent?

2Match user intentDo landing pages reflect what customers expected?

3Improve usabilityIs the website easy to navigate across devices?

4Build trustAre reviews, proof and reassurance visible?

5Remove frictionIs checkout and enquiry completion simple?

6Measure valuable outcomesAre conversions connected to real business results?

Customer journey optimisation

Successful marketing is not created by increasing activity in one channel.

It comes from improving the complete journey connecting Awareness → Consideration → Conversion → Retention.

The Great Barn Devon is a premium wedding and events venue located in Devon, offering exclusive-use weddings, luxury accommodation and event experiences.

The venue already had a talented internal marketing team and a clear direction for its brand and digital presence. However, specialist support was required to ensure that both the website and digital marketing infrastructure were implemented effectively.

Rather than taking ownership away from the client, Dancing Badger worked alongside the existing team, providing technical expertise, strategic guidance and implementation support where required.

This collaborative approach helped strengthen both online visibility and marketing performance whilst allowing the client to maintain control of its ongoing activity.

+24.7%

Increase In Organic Search Traffic Year On Year

View the The Great Barn Devon project

Key Results

+24.7%

Increase in Organic Search Traffic

Organic Search sessions increased from 728 to 908 year on year, helping The Great Barn Devon attract more prospective visitors through search engines.

+66.6%

Increase in AI Discovery Traffic

Traffic from AI Assistant platforms grew from zero to 66 sessions, helping position the venue for emerging search behaviours and AI-powered discovery.

+25%

Increase in Searches for “The Great Barn Exeter”

Branded local search demand increased significantly, indicating stronger awareness and local visibility.

121 Wedding-Enquiry Actions Generated Through Google Ads

The newly launched Google Ads campaign generated brochure downloads, lead form submissions, conversation starts and call interactions, creating a strong foundation for ongoing lead generation.

The Client

The Great Barn Devon is a luxury wedding and events venue offering exclusive-use celebrations, on-site accommodation and bespoke guest experiences.

As competition within the wedding venue sector continues to increase, ensuring strong visibility across local search, wedding-related searches and paid advertising channels is critical for attracting new enquiries and bookings.

The Challenge

The Great Barn Devon already had a strong brand and a clear vision for its digital presence.

However, there were several areas where specialist support would deliver greater impact:

Building and implementing the website effectively
Providing technical expertise beyond internal resources
Setting up and launching Google Ads campaigns
Improving local SEO visibility
Establishing systems for local search monitoring
Supporting long-term organic growth
Enhancing visibility for wedding venue searches
Providing guidance without disrupting internal processes

The objective was to strengthen performance whilst supporting, rather than replacing, the existing marketing team.

Our Role

Website Development & Technical Delivery

The Great Barn Devon approached Dancing Badger with an established vision and design direction for the website.

Our role was to provide the technical expertise required to transform those concepts into a fully functioning, user-friendly website capable of supporting long-term growth.

By working closely with the internal team, we helped ensure the final website reflected both the venue’s brand and commercial objectives.

SEO Consultancy

SEO support focused on helping The Great Barn Devon increase visibility across wedding and venue-related searches.

This included:

Technical SEO recommendations
Search visibility analysis
Keyword opportunities
Website structure recommendations
Local SEO improvements
Content guidance

As part of the project, we recommended and implemented BrightLocal, allowing the team to monitor and improve local SEO performance on an ongoing basis. The internal team continues to use and manage this platform independently.

Google Ads Setup

Dancing Badger helped establish Google Ads activity designed to generate qualified wedding enquiries.

Campaigns were configured to support:

Brochure downloads
Enquiry generation
Lead forms
Phone interactions
User engagement

From launch, the campaign generated more than 120 measurable engagement and enquiry actions, providing a valuable source of qualified leads.

Strategic Consultancy

A key part of the engagement was providing strategic input rather than simply executing tasks.

This included:

Marketing advice
Technical recommendations
Search visibility guidance
Audience insights
Platform recommendations
Best-practice implementation

This flexible approach allowed the in-house team to remain in control whilst gaining access to specialist expertise whenever required.

The Approach

Our role was never to replace The Great Barn Devon’s internal marketing team.

Instead, we focused on complementing and supporting existing resources.

By understanding the client’s structure and strengths, we were able to step in where specialist knowledge was needed whilst allowing the internal team to continue leading day-to-day marketing activity.

This consultative model ensured:

Growth could continue sustainably
Knowledge remained within the business
Internal resources were strengthened
Best-practice tools were implemented
Specialist expertise was available when required

Results

Key Outcomes

24.7% increase in Organic Search traffic
Increased visibility across wedding-related search terms
Improved local SEO infrastructure through BrightLocal implementation
Successful delivery of the website build
Google Ads campaign launched and configured
121 wedding-focused enquiry and engagement actions generated
Strong growth in branded local search demand
Improved rankings for key wedding venue searches
Ongoing support provided without replacing the in-house team

Improving Visibility for Wedding Venue Searches

One of the most significant areas of growth came through improved visibility for wedding-related searches.

Search performance improved across key terms including:

Devon wedding venue
Wedding venues in Exeter
Small wedding venues Devon
Wedding venues with accommodation

Several of these searches showed substantial ranking improvements, increasing opportunities for prospective couples to discover the venue through organic search.

Supporting, Not Replacing, Internal Teams

The Great Barn Devon perfectly reflects the philosophy behind DB Growth.

Not every business wants or needs a fully outsourced marketing function.

Many organisations already have talented internal teams and simply require additional expertise in specific areas.

Our role was to provide that expertise, helping the client move faster, avoid technical pitfalls and implement industry-leading tools and strategies while keeping ownership and knowledge within the business.

Conclusion

The Great Barn Devon project demonstrates the value of a flexible, consultative approach to digital marketing.

By combining website development expertise, SEO consultancy, Google Ads implementation and ongoing strategic support, Dancing Badger helped strengthen the venue’s digital foundations whilst supporting the existing marketing team.

The result was a successful website launch, a 24.7% increase in organic search traffic, improved wedding venue visibility and a paid advertising programme generating more than 120 wedding-related lead and engagement actions. Most importantly, the project showcases how specialist support can work alongside internal teams to accelerate growth without replacing existing capabilities.

Operating within the luxury home and interiors sector requires more than simply attracting traffic. Success depends on reaching the right customers, showcasing products effectively and creating a seamless path to purchase.

Dancing Badger worked with Brights of Nettlebed to improve visibility, strengthen customer acquisition and maximise the return from digital marketing activity. Through a combination of SEO, PPC optimisation, audience targeting and data analysis, we developed a strategy focused on delivering measurable commercial growth.

The result was improved engagement, stronger conversion performance and increased visibility across multiple acquisition channels.

+364%

Year On Year Ad Conversions

View the Brights of Nettlebed project

Key Results

+321%

Increase in Direct Traffic

Brand awareness and customer engagement increased significantly, resulting in more than three times as many direct sessions year on year.

+78%

Increase in Organic Search Conversions

SEO-led improvements helped organic search generate substantially more conversion events, demonstrating improved visibility and stronger user engagement.

+53%

Increase in Paid Search Traffic

Targeted paid search activity increased traffic volumes while maintaining strong engagement and conversion quality.

+58.9%

Increase in Paid Search Conversions

Campaign optimisation and improved targeting delivered significant growth in key conversion actions from paid search users.

+52%

Improvement in Paid Search Conversion Rate

Paid Search session conversion rates increased substantially year on year, demonstrating more effective traffic acquisition and optimisation.

The Client

Brights of Nettlebed is a well-established luxury retailer offering premium furniture, interiors and lifestyle products.

The business serves customers seeking quality craftsmanship, timeless design and exceptional products for the home. As competition within ecommerce continues to increase, maintaining visibility across organic and paid channels is essential for attracting new customers and driving online sales.

The Challenge

While Brights of Nettlebed already had a strong reputation, opportunities existed to improve digital acquisition performance and maximise marketing efficiency.

Our objectives included:

Increasing high-quality website traffic
Expanding organic search visibility
Improving paid advertising performance
Strengthening conversion rates
Improving audience targeting
Enhancing customer journeys
Increasing acquisition across multiple channels
Supporting long-term ecommerce growth

The goal was to create a joined-up digital strategy capable of delivering sustainable commercial improvements.

Our Role

Data Analysis & Growth Strategy

The project began with a comprehensive review of website and campaign performance data.

Our data analysis focused on:

Acquisition channels
User behaviour
Conversion performance
Campaign effectiveness
Audience segmentation
Product engagement
Growth opportunities

These insights allowed us to prioritise activity and focus investment on the channels delivering the strongest returns.

SEO Strategy

SEO activity focused on improving visibility and helping customers discover products through organic search.

This included:

Keyword research
Technical SEO improvements
Metadata optimisation
Content recommendations
Internal linking enhancements
Search intent analysis
Ongoing performance monitoring

These improvements helped maintain strong organic visibility while increasing conversion opportunities from search traffic.

PPC Management

Paid media activity was continually refined to improve performance and efficiency.

Our PPC work included:

Campaign optimisation
Audience targeting
Search term analysis
Bid management
Budget allocation
Ad testing
Landing page recommendations

These refinements generated stronger engagement and increased conversion performance from paid channels.

Audience Segmentation & CRO

Understanding customer behaviour played an important role throughout the project.

Through audience analysis and conversion rate optimisation recommendations, we identified opportunities to:

Improve user journeys
Enhance product discovery
Reduce friction during the buying process
Increase conversion rates
Improve marketing effectiveness

This helped maximise the value of incoming traffic.

AI Recommendations & Copywriting

Alongside manual analysis, AI-assisted recommendations were used to identify growth opportunities, enhance content and support optimisation efforts across the website.

This ensured ongoing improvements were informed by both data and user intent.

The Approach

The strategy was built around a simple principle: use data to identify where the greatest opportunities existed and focus resources accordingly.

Rather than treating SEO and PPC as separate disciplines, performance insights were shared across channels.

Search behaviour informed content planning.
Campaign performance informed acquisition strategy.
User engagement informed CRO recommendations.
Audience data informed targeting and segmentation.

This integrated approach created a more efficient and effective growth programme.

Results

Key Outcomes

321% increase in Direct traffic
78% increase in Organic Search conversions
53% increase in Paid Search traffic
58.9% increase in Paid Search conversions
52% improvement in Paid Search conversion rate
Improved engagement across paid and organic channels
Stronger customer acquisition performance
Enhanced audience targeting and segmentation
More effective conversion pathwaysIncreased visibility across key acquisition channels

Strengthening Acquisition Across Organic & Paid Channels

A key success of the project was creating stronger alignment between acquisition channels.

SEO activity helped attract highly engaged visitors through organic search, while PPC campaigns captured high-intent customers actively researching products and ready to purchase.

Together, these channels generated stronger customer acquisition opportunities and increased conversion performance across the website.

Turning Data Into Commercial Growth

Performance data sat at the centre of every recommendation made throughout the project.

By continually analysing customer behaviour, campaign results and engagement metrics, we were able to identify new opportunities, refine existing activity and ensure marketing investment remained focused on delivering measurable outcomes.

This approach allowed Brights of Nettlebed to make informed decisions and continually improve performance across digital channels.

Combining SEO, PPC & CRO for Sustainable Growth

The success of the project came from integrating multiple marketing disciplines into a single strategy.

SEO improved long-term visibility.
PPC generated targeted traffic.
Audience segmentation improved targeting accuracy.
CRO enhancements improved conversion performance.

Together, these activities delivered stronger acquisition performance and helped build a sustainable foundation for future ecommerce growth.

Conclusion

The Brights of Nettlebed project demonstrates the value of combining SEO, PPC, audience insight and conversion optimisation within a unified growth strategy.

Through ongoing analysis, campaign optimisation and customer-focused improvements, Dancing Badger helped Brights of Nettlebed increase traffic, improve conversion performance and strengthen marketing efficiency.

The result was a 321% increase in Direct traffic, a 53% increase in Paid Search traffic, a 58.9% increase in Paid Search conversions and a 78% increase in Organic Search conversions, creating a stronger platform for long-term ecommerce growth.

National Family Mediation operates within a highly sensitive and competitive sector where individuals often require support during significant life events. Ensuring that users can quickly find trusted information and access appropriate mediation services is essential.

Dancing Badger worked closely with National Family Mediation to improve online visibility, increase enquiry volumes and maximise the performance of digital marketing activity. By combining SEO, paid advertising, audience analysis and ongoing optimisation, we created a strategy focused on reaching users at the point they were actively seeking support.

The result was stronger campaign performance, increased lead generation and a more effective digital acquisition strategy.

+43.9%

Increase in PPC Conversions Year on Year

View the National Family Mediation project

Key Results

+43.9%

Increase in PPC Conversions Year on Year

Targeted campaign improvements and ongoing optimisation generated significantly more enquiries and conversion opportunities from paid media.

+47.4%

Increase in PPC Clicks Year on Year

Improved visibility and audience targeting helped National Family Mediation reach substantially more prospective service users.

+268%

Improvement in Paid Search Conversion Rate

Campaign refinements dramatically increased the proportion of users completing key actions after arriving via paid search.

+150%

Increase in Paid Search Key Events

Paid Search generated significantly stronger lead-generation performance compared with the previous year.

The Client

National Family Mediation is a leading, non-profit provider of family mediation services, helping families find constructive solutions to challenges involving separation, finances and child arrangements.

As more people turn to search engines when seeking information about mediation services, maintaining strong visibility across both organic and paid channels is vital for connecting individuals with appropriate support.

The Challenge

National Family Mediation already had a well-established service offering, but opportunities existed to strengthen digital performance and improve lead generation.

Key objectives included:

Increasing qualified enquiry volumes
Improving PPC efficiency
Strengthening visibility for mediation-related searches
Improving audience targeting
Enhancing user journeys
Increasing conversion rates
Expanding reach across key acquisition channels
Using data more effectively to support decision-making

The goal was to ensure marketing investment generated the greatest possible impact while helping more people access mediation services.

Our Role

Data Analysis & Strategic Planning

The project began with a detailed review of performance data across Google Analytics 4, Google Ads and website engagement metrics.

Our analysis focused on:

User acquisition channels
Conversion performance
Audience behaviour
Search demand
Campaign efficiency
User journeys
Engagement metrics

This insight allowed us to identify opportunities for growth and prioritise optimisation activity around channels with the highest potential.

SEO Strategy

Alongside paid advertising improvements, we delivered ongoing SEO support designed to strengthen organic visibility and improve website relevance.

Activities included:

Keyword research
Search intent analysis
Content recommendations
Metadata optimisation
Internal linking recommendations
Technical SEO improvements
Page-level optimisation

This ensured National Family Mediation continued to maintain a strong presence in organic search whilst supporting long-term visibility growth.

PPC Management & Optimisation

A significant focus of the project was improving the performance of paid search campaigns.

Our work included:

Campaign restructuring
Audience segmentation
Bid optimisation
Search term analysis
Budget management
Ad copy testing
Landing page recommendations
Ongoing performance reviews

These refinements helped improve campaign quality, attract more relevant traffic and increase conversion volumes.

Audience & Segmentation

Understanding audience behaviour was central to the strategy.

Through segmentation analysis, we were able to better understand how different users searched for and engaged with mediation services. This enabled more targeted campaign delivery and improved advertising efficiency.

AI Recommendations & Copywriting

Using a combination of expert analysis and AI-assisted recommendations, we identified opportunities to improve messaging, strengthen content and enhance user engagement throughout the website.

This supported both SEO performance and conversion optimisation efforts.

The Approach

The strategy focused on creating a joined-up digital marketing programme where every channel contributed towards the same objective: generating more qualified enquiries.

Rather than treating SEO and PPC as separate activities, insights were shared across channels to create a more cohesive acquisition strategy.

Search behaviour informed content improvements.
Campaign data informed audience targeting.
User behaviour informed conversion recommendations.
Performance analysis informed future optimisation priorities.

This integrated approach ensured activities remained aligned with measurable business outcomes.

Results

Key Outcomes

43.9% increase in PPC conversions year on year
47.4% increase in PPC clicks year on year
268% improvement in Paid Search conversion rate
150% increase in Paid Search key events
Improved lead generation performance
Greater efficiency from marketing spend
Enhanced audience targeting
Strong organic search visibility maintained
Increased acquisition opportunities across multiple channels
More users successfully engaging with mediation services

Improving the Quality of Enquiries

One of the project’s primary objectives was not simply to attract more traffic but to improve the quality of traffic reaching the website.

By refining audience targeting, improving campaign relevance and enhancing user journeys, National Family Mediation was able to connect with more individuals actively seeking mediation support and increase the likelihood of meaningful engagement.

This improvement in traffic quality contributed directly to stronger conversion performance across digital channels.

Using Data to Drive Better Decisions

Data analysis remained at the centre of every recommendation throughout the project.

Regular performance reviews allowed us to identify trends, uncover new opportunities and continually refine campaign activity.

This ensured optimisation decisions were driven by real user behaviour rather than assumptions, helping National Family Mediation maximise the effectiveness of its digital marketing investment.

Combining SEO, PPC & Audience Insight

The success of the project came from integrating multiple disciplines into a single growth strategy.

SEO supported long-term visibility.
PPC generated immediate demand.
Audience segmentation improved targeting.
Data analysis informed optimisation.

Together, these activities created a stronger and more sustainable digital acquisition framework capable of delivering measurable results.

Conclusion

The National Family Mediation project demonstrates the value of combining SEO, PPC, audience insight and data analysis to drive meaningful lead-generation growth.

Through ongoing optimisation, campaign refinement and a data-led approach to decision-making, Dancing Badger helped National Family Mediation increase visibility, improve conversion performance and generate substantially more enquiries.

The result was a 47.4% increase in PPC clicks, a 43.9% increase in PPC conversions and a 268% improvement in Paid Search conversion rate, creating a stronger platform for long-term growth and helping more individuals access the support they need.

English Roses operates within a highly competitive ecommerce market where customers are often purchasing for significant life events, celebrations and milestones.

Success depends on reaching customers at the right moment with the right message, whether they are searching for anniversary gifts, named roses, birthday presents or commemorative products.

Dancing Badger worked closely with English Roses to create a marketing strategy that combined organic search growth with more efficient paid advertising and conversion improvements. The objective was not simply to generate more traffic, but to increase the quality of visitors arriving on the site and improve overall return on investment.

+312%

ROI Increase Year On Year

View the English Roses project

Key Results

+312%

Increase in ROI Year on Year

A combination of SEO, PPC optimisation, audience targeting and conversion improvements delivered substantially stronger marketing efficiency and commercial return.

+544%

Growth in Traffic from Key Anniversary Search Themes

Improved rankings and visibility helped English Roses capture significantly more users searching for milestone anniversary gifts.

+208%

Growth in Ruby Wedding Anniversary Search Visibility

Targeted optimisation and improved content helped strengthen performance for one of the site’s most commercially valuable anniversary categories.

+530%

Increase in Referral Traffic

Broader brand visibility and improved digital performance contributed to substantial growth from referral channels.

The Client

English Roses specialises in named roses, anniversary roses and commemorative gift products designed to celebrate life’s most important moments.

The brand has built a strong reputation for quality and personalisation, making it a popular choice for customers searching for meaningful gifts to mark birthdays, anniversaries and special milestones.

As search behaviour continues to evolve, maintaining visibility across both transactional and informational searches became increasingly important for continued growth.

The Challenge

Although English Roses already had a strong foundation, several opportunities existed to improve performance.

These included:

Increasing visibility beyond brand searches
Growing market share across anniversary gifting categories
Improving PPC efficiency and return on ad spend
Identifying new customer acquisition opportunities
Strengthening rankings for commercial gifting searches
Improving conversion performance
Expanding visibility for rose-related informational searches
Creating a more data-driven growth strategy

The challenge was to develop a scalable approach capable of delivering sustainable growth across multiple marketing channels.

Our Role

Data Analysis & Strategic Planning

Every recommendation was informed by data.

Using Google Analytics 4, Google Search Console and advertising platform insights, we analysed:

Customer acquisition channels
Seasonal purchasing trends
Product performance
Search demand
Audience behaviour
Conversion opportunities
Campaign effectiveness

This analysis formed the foundation for both SEO and paid marketing strategies.

SEO Strategy

Our SEO programme focused on increasing visibility across commercially valuable search themes.

This included:

Keyword research
Search intent analysis
Metadata optimisation
Technical SEO improvements
Internal linking enhancements
Category page optimisation
Content development
Ongoing performance monitoring

Particular focus was placed on high-converting anniversary-related searches where demand and purchase intent were strongest.

PPC Optimisation

Paid advertising campaigns were continually refined through:

Audience segmentation
Search term analysis
Bid adjustments
Budget optimisation
Campaign restructuring
Ad copy testing
Landing page recommendations

This helped deliver greater efficiency from advertising spend while improving overall return on investment.

CRO & User Experience Improvements

Alongside acquisition activity, we identified opportunities to improve conversion performance throughout the customer journey.

Recommendations focused on:

User experience improvements
Customer journey optimisation
Landing page enhancements
Product discovery
Purchase decision support

These improvements ensured more traffic translated into commercial results.

Content Strategy

Search data revealed significant opportunities across content themes including:

Wedding anniversaries
Milestone birthdays
Named roses
Rose varieties
Gift inspiration
Rose meanings
Seasonal gifting occasions

Strategic content development helped English Roses capture additional search demand whilst strengthening topical authority across key product categories.

The Approach

The project was built around a unified growth strategy where SEO, PPC, content and conversion optimisation worked together.

Rather than treating channels independently, insights were shared across every aspect of the marketing programme.

Search data informed content creation.
PPC data informed SEO priorities.
Customer behaviour informed conversion improvements.
Seasonality data informed promotional planning.

This integrated approach ensured resources were focused on areas with the greatest commercial potential.

Results

Key Outcomes

312% increase in ROI year on year
544% growth across key anniversary search themes
208% increase in Ruby Wedding Anniversary search performance
530% increase in referral traffic
Increased visibility across gifting-related search queries
Improved rankings for milestone anniversary keywords
Enhanced PPC efficiency and campaign performance
Stronger audience targeting and segmentation
Greater reach beyond existing brand demand
Improved customer acquisition opportunities
Increased visibility throughout the customer buying journey

Strengthening Visibility for Anniversary Gifting

One of the most successful areas of the project was expanding visibility across anniversary-related searches.

Search data highlighted growing demand around milestone anniversaries, with particularly strong opportunities in categories such as Ruby, Golden, Diamond and other commemorative gifting occasions.

By improving category optimisation, refining keyword targeting and creating supporting content, English Roses strengthened its visibility across some of its most commercially valuable search themes.

This not only generated additional traffic but also introduced the brand to a wider audience actively researching meaningful anniversary gifts.

Building Demand Beyond Brand Searches

A key objective was reducing reliance on existing brand awareness by increasing visibility among new customers.

Through category optimisation, content development and strategic campaign management, English Roses expanded its reach across broader gifting and rose-related searches.

This allowed the business to appear earlier in the customer journey, creating more opportunities to influence purchasing decisions before competitors.

Combining SEO, PPC & Data for Long-Term Growth

The project demonstrates the power of integrating multiple channels under a single growth strategy.

Rather than focusing on individual tactics, every recommendation was driven by customer behaviour, search demand and commercial performance.

The combination of SEO, PPC, content, conversion optimisation and strategic analysis enabled English Roses to improve visibility, attract more qualified visitors and increase marketing efficiency across the business.

Conclusion

The English Roses project demonstrates how a data-led marketing strategy can unlock substantial ecommerce growth.

Through a combination of SEO, PPC optimisation, audience segmentation, conversion improvements and content development, Dancing Badger helped English Roses strengthen its online presence, increase customer acquisition opportunities and achieve a 312% increase in ROI year on year.

Most importantly, the project established a scalable framework for continued growth, enabling English Roses to expand visibility beyond existing brand demand and reach more customers at every stage of their buying journey.

LHP Medical Aesthetics operates within a highly competitive market where patients increasingly conduct extensive online research before booking a consultation.

The objective was to increase the clinic’s visibility across organic search, improve how users discovered treatments and create a website structure that better aligned patient concerns with available solutions.

Dancing Badger delivered a comprehensive SEO strategy combining technical optimisation, content development, keyword research and website improvements. The project was designed not only to increase traffic but to improve the quality of traffic arriving on the website and make it easier for users to find relevant treatment information.

+75.07%

Increse in Organic Traffic Year On Year

View the LHP Medical Aesthetics project

Key Results

+75.07%

Increase in Organic Traffic Year on Year

A strategic SEO and content programme delivered substantial year-on-year organic growth and established organic search as the clinic’s strongest acquisition channel.

+73.35%

Growth in Organic Search Sessions

Organic search sessions increased by more than 73%, demonstrating significantly improved visibility across treatment and condition-related searches.

+530.77%

Increase in Referral Traffic

Enhanced visibility and a stronger online presence contributed to a substantial increase in referral traffic year on year.

The Client

LHP Medical Aesthetics offers advanced non-surgical aesthetic treatments designed to address a range of skin, facial and ageing concerns.

The clinic’s focus on professional treatments and patient care meant there was a strong opportunity to attract more qualified traffic through organic search, provided the website could effectively match patient intent and answer key pre-treatment questions.

The Challenge

The website contained valuable treatment information, but several challenges were limiting its ability to maximise organic performance:

Opportunities to improve visibility for treatment-related keywords
Limited coverage of condition-based searches
Scope to strengthen internal linking between treatments
Opportunities to expand topical authority through supporting content
Potential to improve technical and on-page SEO signals
Need for a clearer patient journey between concerns and treatments

The challenge was to create a structure that worked for both users and search engines while supporting future growth.

Our Role

Data Analysis & Insights

The project began with a comprehensive review of performance data using Google Search Console and Google Analytics 4.

This analysis helped identify:

Treatment pages with the greatest growth potential
Search behaviour trends
User engagement patterns
Content gaps
High-value keyword opportunities
Areas requiring optimisation

By understanding how users interacted with the website, we could make more informed strategic recommendations.

SEO Strategy

A full SEO optimisation programme was implemented across the website, including:

Keyword research
Page title optimisation
Meta description updates
Heading structure optimisation
Content improvements
Internal linking enhancements
Technical SEO recommendations

Each key page was reviewed and optimised to improve relevance, search visibility and user experience.

Conditions Section Development

One of the most significant improvements was the introduction of a dedicated Conditions section.

Rather than focusing exclusively on treatment names, the new structure addressed the concerns patients were actively searching for, including issues such as skin ageing, pigmentation, acne and rosacea.

Each condition page was linked to the most appropriate treatment options, creating a more intuitive user journey while helping search engines better understand the relationship between concerns and solutions.

Content Cluster Strategy

To strengthen topical authority, we analysed search behaviour and developed supporting content clusters around key treatment areas.

This content strategy focused on building relevance around themes including:

Skin rejuvenation
Anti-ageing treatments
Acne and acne scarring
Pigmentation concerns
Facial aesthetics
Preventative treatments
Skin health and maintenance

The resulting content ecosystem helped support both category-level visibility and treatment page performance.

AI Recommendations & Copywriting

Alongside manual SEO analysis, AI-assisted recommendations were used to identify content opportunities, strengthen internal linking and enhance topical coverage across the website.

This allowed content improvements to be implemented strategically and at scale.

The Approach

The project focused on aligning the website more closely with real-world patient behaviour.

Rather than simply promoting treatments, the strategy was built around understanding:

What prospective patients were searching for
Which concerns generated the highest demand
How users moved through the website
Which content gaps existed within the patient journey

From this analysis, we implemented a joined-up strategy consisting of:

Technical SEO improvements
Enhanced site architecture
Conditions-based content
Treatment page optimisation
Strategic internal linking
Blog content cluster development

Together, these improvements created a website that was more visible, more useful and better positioned to attract qualified traffic.

Results

Key Outcomes

75.07% increase in organic traffic year on year
73.35% increase in organic search sessions
More than 530% increase in referral traffic
Organic search became the clinic’s primary acquisition channel
Improved visibility across treatment and condition-related searches
Enhanced internal linking structure
Creation of a dedicated Conditions hub
Stronger content relevance and topical authority
Increased engagement from organic search users
More opportunities for consultation enquiries and lead generation

Creating Condition-Led Patient Journeys

A significant factor in the project’s success was understanding how patients search.

Many prospective clients search for concerns such as acne, rosacea, pigmentation or ageing skin before they search for a specific treatment.

The dedicated Conditions section allowed LHP Medical Aesthetics to address this behaviour directly, helping users find relevant information faster and creating stronger pathways towards appropriate treatments.

Building Authority Through Content

The content cluster strategy enabled LHP Medical Aesthetics to grow beyond individual treatment pages.

By creating supporting content around key aesthetic themes and patient concerns, the website was able to address a wider range of search intents while strengthening the authority of core treatment pages through strategic internal linking.

This approach laid the foundations for continued long-term organic growth.

Conclusion

The LHP Medical Aesthetics project demonstrates the value of combining data analysis, SEO expertise and content strategy to drive sustainable growth.

Through a comprehensive programme of keyword research, website optimisation, condition-led content development and topical authority building, Dancing Badger helped transform organic search into the clinic’s leading digital acquisition channel.

The result was a 75.07% increase in organic traffic, a 73.35% increase in organic search sessions and significantly greater visibility across both treatment and condition-focused searches, helping more prospective patients discover the right solutions at the right stage of their journey.

Executive summary Search visibility is no longer limited to pages on your website.

Google can surface and measure content from platforms such as Instagram, TikTok, X and YouTube, while AI-led search experiences increasingly connect information from multiple sources before a customer ever reaches a website.

Your website still matters enormously. But modern SEO increasingly means making sure your brand is clear, useful and discoverable across the wider digital places where people search, research and compare.

Takeaway: SEO is becoming less about ranking one website and more about building a connected search presence wherever your customers look for answers.

For years, SEO was easy to picture.

A customer searched Google. Google showed a list of websites. The goal was to make your website appear as high as possible for the searches that mattered.

That is still part of search optimisation — and a very important part.

But it is no longer the whole picture.

Search results can now include videos, social posts, local listings, images, products, discussion content, AI-generated answers and traditional website pages. Customers can discover a business on one platform, research it on another and only visit the website much later in the journey.

Google itself is now acknowledging this change in the tools it gives marketers.

In July 2026, Google made new Search Console platform properties globally available, allowing businesses and creators to see how content from Instagram, TikTok, X and YouTube performs in Google Search, Discover and Google News.

That is a significant shift.

Search Console has traditionally been one of the clearest windows into the performance of a website in Google. It can now show search impressions, clicks and queries for content that does not live on your website at all.

If Google is measuring the search performance of your social and video content, SEO can no longer be thought of as something that happens only inside the website CMS.

01 The search result has changed

Your website is still important. It is just no longer the only thing that can be found.

The traditional ten-blue-links view of Google has been changing for a long time.

Maps, Shopping results, images, videos and featured results have already changed how people move through search. AI Overviews and AI Mode have pushed that change further by helping people explore more complex questions without following a simple one-query, one-result journey.

Google says its AI search features can use multiple related searches across different subtopics and data sources before building a response and linking people to supporting content.

At the same time, social and video content is becoming easier for Google to surface and measure.

This means a brand can appear in search through several different assets rather than one website URL.

Owned Website pages

Service pages, product pages, articles, guides, case studies and landing pages.

Social Social posts

Public content on platforms such as Instagram, TikTok and X can become part of search discovery.

Video YouTube & video

Video can appear across standard results, video search, images and Discover.

Local Business information

Profiles, reviews, locations and locally relevant information influence how a brand is discovered.

AI search Supporting sources

AI Overviews and AI Mode can surface links from a wider set of relevant pages and sources.

One brand, multiple search surfaces

The opportunity is no longer simply “rank the homepage”. It is to make the brand discoverable wherever the customer’s question is being answered.

This changes the role of SEO.

Technical health, site structure, page quality, internal linking and search intent remain fundamental. Google is explicit that the same core SEO best practices continue to apply to AI Overviews and AI Mode.

But businesses now need to think about the wider collection of content and profiles representing them in search.

02 Google has made the shift measurable

Search Console now measures social and video content

One of the clearest signs that search is expanding beyond the website came from Google Search Console in July 2026.

Google introduced platform properties for Instagram, TikTok, X and YouTube. After an initial rollout, Google confirmed on 29 July that they were globally available.

A verified platform property can show the Google search terms that led people to social or video content, along with clicks, impressions, trending content and broader performance information.

Google also encourages businesses and creators to compare performance across platforms and use the data to influence future topics, captions, titles and content formats.

Instagram

See which posts and search themes are generating visibility from Google.

TikTok

Track search discovery of short-form content and the queries behind it.

Measure the Google search performance of public posts and account content.

YouTube

Connect video discovery with the search terms and content driving visibility.

Google Search Console One search-performance view

Clicks, impressions, queries, trending posts and platform-level visibility can help shape a connected search and content strategy.

That creates a useful new relationship between SEO, social media and content.

A social team no longer needs to judge every post only by likes, comments or platform reach. Some content may also be answering searchable questions and building visibility outside the social platform itself.

Equally, an SEO team can use social and video performance as another source of customer-language and topic insight.

If a YouTube video or Instagram post is repeatedly being discovered for a particular question, that may be evidence for a new article, service page, FAQ, video series or campaign.

Search data can start informing social content — and social search data can start informing SEO.

Google’s platform-property guidance

Google announced platform properties in July 2026 and confirmed their global availability on 29 July. Read Google’s platform properties and social/video performance guide for the latest setup and reporting information.

If customers can discover your expertise before they reach your website, search strategy has to start before the website too.

03 Content needs different jobs

One idea can create visibility across several search environments

This does not mean copying the same piece of content onto every platform.

Different formats answer different parts of the customer journey.

A detailed website article may explain a complex subject properly. A short video can demonstrate a process quickly. A social post can show a first-hand example. A case study can provide proof. A service page can turn that research into an enquiry.

The strongest strategy gives each format a role while keeping the subject, expertise and brand position connected.

01 Website guide

Own the detailed explanation, evidence, internal links and next step on a platform you control.

02 Short-form video

Turn one useful part of the subject into an accessible demonstration, answer or viewpoint.

03 Social post

Surface the idea in a format designed for discovery, conversation or first-hand perspective.

04 Long-form video

Explain nuance, comparisons or process in a format that can also gain Google visibility.

05 Case study

Show that the business has real experience applying the subject rather than only discussing it.

06 Commercial page

Give customers who are ready to act a clear route into the relevant product, service or enquiry.

This is one reason copywriting and content strategy should increasingly work across channels rather than treating the blog as the only “SEO content” channel.

It also creates an opportunity to make social content more useful.

Rather than posting because the content calendar says Tuesday needs a post, businesses can create content around genuine questions, customer problems, product detail, expertise and first-hand experience — all things that may also have value in search.

That makes social media less disconnected from search strategy and gives both teams better evidence for what people actually care about.

04 AI search widens the source pool

AI-led search makes your wider digital footprint more important

AI Overviews and AI Mode add another layer to this change.

Google says these experiences can use a process called query fan-out: the system explores several related searches, subtopics and data sources before generating a response and presenting supporting links.

Google is also clear that there is no special “AI SEO” markup required to appear. The existing fundamentals still matter: indexable content, helpful information, strong page experience, clear text, relevant images and video, accurate structured data and up-to-date business information.

That is important because it prevents businesses from chasing another fashionable technical shortcut.

The practical implication is more straightforward: useful, credible information needs to exist in places search systems can understand and customers can trust.

Expert website content Detailed guides, services, products and first-party information.

Video Demonstrations, explanations, reviews and visual expertise.

Social content Public posts, first-hand perspectives and timely commentary.

Business information Profiles, locations, product data and other structured signals.

Search & AI discovery

Google evaluates relevant, eligible information across search systems and can provide supporting links within AI experiences.

Customer research

The user may learn about the brand, compare options, watch content or read supporting material before ever arriving on the main commercial page.

This connects closely with our earlier insight, Your Customers May Find You Before They Ever Visit Your Website.

The customer journey is increasingly being shaped before the website session begins.

That means the content people encounter elsewhere needs to reinforce the same expertise, positioning and proposition they eventually find on the site.

Our AI marketing and SEO work therefore needs to sit alongside brand, content and website strategy rather than becoming a completely separate discipline.

Google’s guidance on AI features

Google says there are no additional technical requirements or special schema needed specifically for AI Overviews or AI Mode. Its advice remains to follow strong SEO fundamentals and create useful, reliable content. See Google’s AI features and your website guidance.

05 Google is connecting brand content

Search profiles make the connected-brand idea even clearer

Google has also introduced Search profiles, which bring together content associated with a creator or publisher from across the web and social platforms.

Google’s current guidance says a Search profile can connect content from a website with channels including Instagram, TikTok, YouTube, X and Facebook.

People can follow that profile on Google, and Google says content linked to the profile may then be more likely to appear for that audience in Discover.

Again, this is not a reason to abandon the website.

It is evidence that search engines increasingly understand a brand, publisher or creator as something that exists across more than one URL.

For businesses, consistency therefore matters.

Names, descriptions, expertise, visual identity, topics and profile information should make sense together rather than presenting five disconnected versions of the organisation.

On the website itself, structured data can also help Google understand identity. Google’s organisation guidance allows businesses to reference external profile pages using sameAs URLs, further connecting the owned site with relevant profiles elsewhere.

Search profiles and brand identity

Read Google’s Search profile guidance and Organisation structured data documentation for current implementation detail.

06 The website still has a unique role

SEO moving beyond the website does not make the website less important

There is an important distinction here.

Social platforms can create discovery. Video can create understanding. Search features can surface an answer. AI can introduce a source.

But the website remains the digital asset the business controls most directly.

You control the structure, the customer journey, the depth of information, the commercial pages, the conversion path, the analytics setup and the relationship between one piece of content and another.

A platform can change its algorithm, format, rules or reach. The website should remain the strongest owned source of truth for the business.

Owned asset

Your website

The place where the business controls the experience from discovery through to conversion.

Detailed service and product information
Case studies, evidence and expertise
Internal linking and site architecture
Conversion journeys and calls to action
First-party analytics and measurement

Platform presence

Social, video & search surfaces

Places where customers can discover, follow, compare and interact with the brand before visiting the site.

Instagram, TikTok and X content
YouTube and other video discovery
Google Search and Discover visibility
Business profiles and local information
AI-led search and supporting links

That is why website design and SEO still need to work together.

The wider digital ecosystem can attract attention and create trust, but the site still needs to turn that interest into something commercially useful.

A business that becomes more visible across Google and social platforms but sends people to a confusing or weak website has improved discovery without improving the outcome.

Visibility and conversion still need to connect.

07 What modern SEO should look like

Build search visibility around the subject, not just the URL

The most useful change businesses can make is to stop thinking about SEO as a list of website tasks.

Instead, start with the customer question or commercial topic.

What is the customer trying to understand? Which part of that question belongs on the website? Would it benefit from video? Is there first-hand material that would work on social? Is there a local or product-data component? Where should the customer go when they are ready to act?

This turns SEO from a page-ranking exercise into a connected visibility strategy.

It also fits the principle behind our Growth Strategy work: channels should have jobs within the wider customer journey rather than operating as isolated activities.

A practical search-visibility review

1 Protect the website fundamentals Keep technical SEO, indexability, internal linking, page quality, structured data and user experience strong. The website remains the foundation.

2 Map where customers search and research Identify whether the audience also uses YouTube, social platforms, local results, product results or AI-led search when making decisions.

3 Connect Search Console platform properties Where relevant, verify Instagram, TikTok, X and YouTube so search visibility from those platforms can be measured rather than guessed.

4 Turn search insight into multi-format content Use genuine search questions to inform articles, social posts, short-form video, long-form video, FAQs and commercial pages.

5 Keep identity consistent Make sure profiles, website content, descriptions, topics and structured information clearly describe the same brand and expertise.

6 Measure the business outcome Search impressions are useful, but they still need to connect to visits, enquiries, sales, customers and commercial growth.

Measurement is particularly important because broader visibility creates more assisted journeys.

A customer may watch a video, later search the brand name, visit directly and then enquire. The platform that introduced the business may not receive the final attribution.

Our Data Analysis work and DB Analytics are designed to look at the wider behaviour rather than treating the last visible touchpoint as the whole story.

For more on that principle, read Knowing What Data Analytics to Track Based on Your Marketing Goals.

08 The opportunity

SEO is becoming a bigger part of brand and content strategy

Search optimisation used to be easy to separate from the rest of marketing.

The SEO team changed website pages. The social team managed social channels. The content team wrote articles. The website team looked after the site.

That separation makes less sense when a social post can generate Google search impressions, a YouTube video can appear in search results, AI search can surface supporting links, and customers can move between all of those environments before converting.

The specialist disciplines still matter.

But the insight needs to travel between them.

Search terms can inform social content. Social engagement can reveal new content themes. Video can strengthen an article. Website behaviour can show which subjects create commercial interest. Customer questions can become the next round of search content.

This is the same wider principle explored in Why More Marketing Activity Doesn’t Always Mean More Growth: the value increases when the channels stop learning in isolation.

The new search landscape

Your website is still the foundation. But your search presence is now much bigger than your website.

Strong modern SEO connects technical performance, useful website content, social discovery, video, brand identity, AI search visibility and commercial measurement around the same customer questions.

At Dancing Badger, that means treating SEO as part of a wider growth system.

We still care deeply about rankings, technical quality and website performance.

But we also need to understand how people are discovering the brand before they reach the site, what content is shaping that decision and which search surfaces are creating useful visibility.

The question is no longer simply, “Where does our website rank?”

It is, “When our customers look for answers, where does our brand appear — and what do they find when it does?”

Service SEO

Technical, content and search strategy designed around relevant visibility and commercial outcomes.

Service Social Media

Content and channel strategy that builds discovery, engagement and useful audience insight.

Partner Google

Search, advertising and analytics tools used to understand demand, visibility and customer behaviour.

Partner Meta

Instagram and Facebook form part of the wider social discovery and content ecosystem.

Is your SEO strategy still focused only on your website?

We can review how your brand is being discovered across Google, social, video, AI-led search and your own website — then identify the content, technical and measurement opportunities most likely to improve meaningful visibility.

SEO Social Media Copywriting AI Marketing Growth Strategy Data Analysis DB Analytics Website Design Google Meta

Executive summary Google AI Max gives Google more freedom to decide which searches to target, what ad message to show and which page on your website to send people to.

For businesses, that could mean reaching relevant customers with less manual campaign building — but it also makes your website, conversion tracking and commercial goals more important. AI Max is not a “set and forget” tool: the better the inputs and guardrails, the more useful the automation is likely to be.

Takeaway: The more Google automates your ads, the more important it is to give it the right business goals, data and website experience.

Google Ads is becoming more automated. That does not mean marketing strategy is becoming less important.

In fact, the opposite is happening.

With AI Max for Search campaigns, Google can use a wider range of signals to match searches, create or adapt ad copy and, where enabled, decide which page on a website is the most relevant destination for a particular query.

At the same time, Google is beginning to move existing Search features into AI Max. Campaigns using text customisation — previously known as automatically created assets — and the campaign-level broad match setting are being upgraded from September 2026. Google has also confirmed that automatic upgrades from Dynamic Search Ads are now scheduled to begin in February 2027.

For businesses already investing in PPC, this is more than another interface update. It changes where some of the day-to-day decisions inside paid search are made.

As Google takes on more of the execution, the quality of the inputs becomes more important: your commercial objective, website, proposition, conversion tracking and understanding of what a valuable customer actually looks like.

That is the part businesses should pay attention to.

AI can help decide which query to match, which headline to assemble and which page to send a visitor to. It cannot decide what your business should be trying to achieve, whether a lead was commercially valuable or whether the campaign is creating the kind of customers you actually want.

Automation changes the work. It does not remove the need for strategy.

01 What is changing

Google Search advertising is becoming less manual

Traditional paid search has often been built around direct advertiser decisions: choose the keywords, group them into campaigns, write the ads, choose the landing pages and adjust targeting as the data comes in.

Those principles have already been changing for years through Smart Bidding, broad match, responsive search ads and automated assets.

AI Max moves that direction further.

Google describes AI Max as a suite of features for Search campaigns that can extend reach beyond the exact keywords already in an account, use information from ads and website pages to customise messaging and, where Final URL expansion is enabled, select another relevant page on the advertiser’s domain.

In simple terms, an advertiser provides more of the framework and Google’s systems can make more of the individual execution decisions within it.

Business inputs

Keywords & search themes

Existing ad assets

Landing-page content

Brand & URL controls

Conversion signals

AI Max

Search-term matching, text customisation and landing-page selection work together within the controls set by the advertiser.

Customer experience

Search query matched

Relevant creative served

Landing page selected

Customer converts — or doesn’t

This does not mean keywords have disappeared, nor does it mean advertisers have lost all control.

Google still provides brand settings, URL inclusions and exclusions, negative keywords, ad-group controls and reporting. But it does mean that the boundary between the keyword list, the advert and the website is becoming less rigid.

That makes the wider marketing system more important.

02 What AI Max actually does

AI Max connects more parts of the Search campaign

The easiest way to understand AI Max is not as one single AI feature, but as a group of capabilities that work across targeting, creative, landing pages, controls and reporting.

Search-term matching

Google can use broad-match, asset-based and landing-page-based technology to reach relevant searches beyond the exact keywords already in the account.

Text customisation

Google can generate additional headlines and descriptions using context from existing ads, keywords, assets, landing pages and the wider domain.

Final URL expansion

When enabled, Google can select another query-relevant page on the website rather than always sending traffic to the original final URL.

Brand controls

Brand inclusions and exclusions help define which brands a campaign should be associated with or avoid.

URL controls

Advertisers can guide or restrict the pages available to AI Max through URL inclusions and exclusions.

Expanded reporting

Search-term, keyword, asset and landing-page reports provide more detail about how AI Max contributed to campaign delivery.

Google’s current reporting already includes views designed to show AI Max traffic, generated or customised assets and landing pages selected through Final URL expansion.

On 23 September 2026, Google also announced a new unified reporting feature designed to show the journey from the search term, through the creative shown, to the page the user landed on. Google says additional details and availability will follow later in 2026.

That additional visibility matters because greater automation only becomes useful when advertisers can understand what the automation is actually doing.

The more Google automates the execution, the more important it becomes to be precise about the outcome you are asking it to optimise towards.

03 Automation versus strategy

Automation is not the same thing as strategy

AI Max can make a large number of decisions very quickly.

It can help identify additional searches. It can adapt text to a query. It can choose a more relevant page. It can use performance signals to inform delivery.

But those are still execution decisions.

The bigger business questions sit above them.

Which services or products are most commercially important? Which customers are most valuable? What margin can the business afford to acquire them at? Is the campaign supposed to generate volume, profit, first-time customers, repeat purchases or market share in a particular territory?

Those questions are the foundation of a Growth Strategy. They should influence what the advertising platform is asked to optimise.

Google can automate

Query matching

Find additional relevant searches beyond the advertiser’s exact keyword set.

Creative combinations

Select and customise assets based on the context of an individual search.

Landing-page selection

Route a user to a relevant page when Final URL expansion is enabled.

Bid optimisation

Use conversion and value signals to make auction-level decisions.

The business must decide

Commercial objective

What meaningful business outcome should the campaign ultimately create?

Customer value

Which leads, orders or customer groups are actually worth acquiring?

Proposition & positioning

Why should a customer choose this business rather than the alternatives?

Guardrails & validation

Which brands, searches, pages, territories and outcomes are acceptable?

This distinction matters because an advertising platform can only learn from the signals it receives.

If every form submission is treated as equally valuable, the system is being told that a poor-quality enquiry and a high-value opportunity are the same outcome.

If a sale is recorded without any understanding of margin, new versus returning customer status or longer-term value, the platform may improve the metric it can see while the commercial result remains unchanged.

This is the same principle we explored in Why More Marketing Activity Doesn’t Always Mean More Growth: channel performance becomes much more useful when it sits underneath a shared commercial objective.

04 The website becomes an input

Your website is becoming part of the advertising system

Final URL expansion is one of the most strategically important parts of AI Max.

When it is enabled, Google can send someone to a different page on the same domain if its systems believe that page is more relevant to the search and more likely to perform.

That means the quality of the website does not only affect what happens after the click.

The website can also help shape which searches a campaign reaches, what messaging Google has available as context and where the visitor is sent.

In other words, paid search optimisation is becoming harder to separate from website design, information architecture, content quality and Conversion Rate Optimisation.

01 Clear page purpose

Each important service or product page clearly explains what it is and who it is for.

02 Relevant content

Headings, copy, products and supporting information reflect genuine customer intent.

03 AI Max selection

Google has stronger contextual information when matching searches, assets and pages.

04 Better message match

The visitor arrives somewhere that more closely reflects what they were trying to find.

Outcome Commercial result

The page still has to build confidence, reduce friction and turn intent into action.

This is why a business considering AI Max should review its website at the same time.

Are there old pages that should never receive paid traffic? Are service pages too broad to give Google or the customer a clear signal? Are products out of stock? Are there editorial pages that are useful for research but inappropriate as conversion destinations?

URL exclusions and inclusions can provide campaign guardrails, but they do not replace good website structure.

The stronger the site, the better the raw material available to both the platform and the visitor.

05 The measurement question

The conversion signal matters more when the platform is learning from it

Automation becomes powerful when the system is learning towards a useful outcome.

It becomes dangerous when the system is learning towards the wrong one.

That is why conversion tracking should not stop at “someone completed the form” or “someone bought something”.

For many businesses, the real commercial question is what happened next.

Signal 01 Click

Someone responded to the advert.

Signal 02 Conversion

A form, call, purchase or other tracked action occurred.

Signal 03 Qualified outcome

The lead was relevant or the order met the business’s commercial criteria.

Signal 04 Revenue

The activity resulted in actual income rather than only a platform event.

Signal 05 Customer value

Margin, repeat purchase, lifetime value, territory or customer type reveals what the acquisition was really worth.

The goal is not necessarily to feed every business metric into an advertising platform. It is to make sure campaign decisions are checked against the commercial outcome — not just the easiest conversion to count.

That requires reliable tracking and a broader view of performance.

Our Data Analysis work and DB Analytics are designed around that principle: advertising data is useful, but it is more useful when it can be compared with website behaviour, customer data and real commercial outcomes.

Consent and data quality also matter. If the measurement foundation is incomplete or incorrectly configured, the automation is working with a less reliable picture. That is one reason technologies such as Cookiebot can form part of the wider measurement setup rather than sitting separately from marketing performance.

For a deeper look at choosing the right metrics, see Knowing What Data Analytics to Track Based on Your Marketing Goals.

06 Control is changing, not disappearing

More automation still needs active management

One of the understandable concerns around AI-led advertising is loss of control.

AI Max certainly moves some decisions away from the traditional keyword-and-ad model, but advertisers still have important controls available.

These include negative keywords, brand inclusions and exclusions, URL inclusions and exclusions, feature-level settings and reporting that can be used to review what Google is matching, generating and selecting.

Google’s own guidance also recommends allowing an AI Max campaign time to learn before making rapid changes. In its current reporting documentation, Google suggests waiting at least two weeks after enabling AI Max on a new or existing Search campaign before making changes such as adding negative keywords.

That does not mean leaving a campaign unattended for two weeks. It means separating genuine problems from normal learning and judging performance with enough data.

From September 2026 Existing features move into AI Max

Campaigns using text customisation and the campaign-level broad match setting are being automatically upgraded to AI Max.

23 September 2026 New unified reporting announced

Google announced a view connecting search terms, creative assets and landing pages. Further availability details are due later in 2026.

From February 2027 Dynamic Search Ads transition

Google says automatic upgrades from Dynamic Search Ads to AI Max will begin in February 2027 after extending the original transition timetable.

Google’s current AI Max documentation

For the latest platform-specific detail, see Google’s official How AI Max for Search campaigns works, AI Max reporting guide and Dynamic Search Ads transition announcement. Google Ads features and rollout dates can change, so campaign settings should always be checked against the live account before implementation.

07 What businesses should do now

Don’t switch on more automation until you know what you want it to improve

AI Max should not be approached as a simple “on or off” question.

The better question is whether the account, website and measurement setup are ready for a system that can make more decisions on the advertiser’s behalf.

For some campaigns, that may create useful additional reach and reduce the need to build every possible query manually.

For others, poor conversion data, weak landing pages or unclear commercial priorities may simply allow the platform to automate the wrong things faster.

An AI Max readiness review

1 Define the commercial outcome Be clear about whether success means qualified leads, sales, revenue, margin, first-time customers, repeat purchase or another measurable business result.

2 Audit conversion tracking Check that the actions being used for optimisation are real indicators of value and that duplicate, weak or misleading conversions are not distorting the signal.

3 Review landing pages Identify which pages are strong enough for paid traffic, which need improving and which should be excluded from automated routing.

4 Set the guardrails Review negative keywords, brand settings, URL rules, geographic intent and messaging restrictions before increasing automation.

5 Test rather than assume Compare performance against a meaningful baseline and judge the result using customer quality and commercial outcomes as well as platform metrics.

6 Review what Google actually did Use search-term, asset and landing-page reporting to understand where the additional reach came from and whether the customer journey remained relevant.

This is where experienced PPC management changes rather than disappears.

Less time may eventually be spent building exhaustive keyword structures or manually writing variations for every possible query. More time can be spent on strategy, exclusions, creative quality, landing pages, measurement, customer value and deciding where automation should — and should not — be trusted.

The skill becomes managing the system rather than manually controlling every individual action inside it.

08 The wider direction

Paid search is becoming part of a bigger growth system

AI Max also reinforces a wider change happening across digital marketing.

Platforms are becoming better at connecting intent, audiences, content, creative and conversion signals. The traditional boundaries between SEO, PPC, website content, CRO and analytics are becoming less useful when the same information can influence several parts of the customer journey.

That does not make specialist expertise less important.

It makes collaboration between specialists more important.

A PPC team needs to understand the website. A website team needs to understand search intent. A data team needs to understand which conversions matter commercially. A growth strategist needs to understand how the channels influence one another.

This is also why businesses should avoid judging paid search only by what appears inside the Google Ads dashboard.

Google Ads is one part of the commercial system. The real result happens when the right customer finds the business, lands in the right place, understands the proposition and takes an action that creates value.

AI Max & paid search

Google can automate more of the campaign. It cannot automate your commercial strategy.

The businesses most likely to benefit from greater automation will be the ones that give it better inputs: clearer objectives, stronger websites, cleaner data, useful guardrails and a better understanding of which customers actually create growth.

At Dancing Badger, we see AI Max as part of the continued evolution of paid search rather than a reason to hand control over to the platform and stop asking questions.

Google remains one of the strongest channels for capturing active demand, which is why it forms an important part of our Google advertising and analytics work.

But strong performance still depends on what surrounds the campaign: strategy, targeting, tracking, landing-page quality and the commercial decisions made from the data.

The technology is changing quickly. The principle is not.

Know what growth means for the business, give the platform good information, measure the outcome and keep humans responsible for the decisions that matter.

Service PPC Management

Paid media strategy, targeting, campaign management, conversion tracking and ongoing optimisation.

Partner Google

How Dancing Badger uses Google Search, advertising and analytics to capture high-intent demand.

Service Growth Strategy

Connect channel decisions to the commercial outcome the business is actually trying to improve.

Not sure whether your Google Ads account is ready for more automation?

We can review the campaign structure, AI Max settings, conversion tracking, landing pages and commercial objectives together — then identify where automation can help and where tighter control is still needed.

PPC Google Growth Strategy Data Analysis DB Analytics Website Design CRO Copywriting Cookiebot

The project starts before anybody starts designing

There is a process. But it isn’t a production line.

A brief tells us where to start — not necessarily where to finish

Research is how we reduce expensive guesswork

The right specialists need to be involved before their ‘stage’ begins

Good digital work is rarely the product of one discipline.

Business context

Evidence

Experience

Language

Delivery

What happens next

Design is where strategy starts becoming visible

Development is not where the thinking stops

Content, SEO and tracking are not jobs we want to discover at the end

Testing is where we deliberately look for problems

Ready to launch means more than “the page loads”.

Then comes the part everybody sees: launch

Launch gives us something planning never can: real behaviour.

Good project management is partly about keeping all of that connected

The process matters, but so does knowing when to adapt it

What clients see is the outcome. Our job is everything behind it.

The finished project might look simple. Getting to the right kind of simple usually takes a lot of thinking.

More than a technology partnership

More than a decade of WordPress development expertise

What the partnership means for our clients

WordPress

WooCommerce

Integrations

Hosting

Optimisation

What does the Automattic partnership mean for our clients?

Recognition of the team behind the work

Dancing Badger has been a valued partner to Automattic, and we have been consistently impressed by the team’s WordPress expertise, ambition and commitment to delivering meaningful results for its clients.

Built for where our clients are going next

Looking for a WordPress agency for your next project?

The customer journey starts before someone reaches your website

Growth happens when every stage connects together.

More traffic does not solve conversion problems

Small improvements across the journey can double commercial results.

£5,000 advertising spend

10,000 visitors

1% conversion rate

100 sales

£5,000 advertising spend

10,000 visitors

2% conversion rate

200 sales

Your website is part of your marketing, not separate from it

Your product and service pages are salespeople

Checkout friction quietly loses revenue

The customers who don’t buy still have value

Advertising works best when every channel learns together

Successful marketing is not created by increasing activity in one channel.

Related Dancing Badger services.

Key Results

+24.7%

Increase in Organic Search Traffic

+66.6%

Increase in AI Discovery Traffic

+25%

Increase in Searches for “The Great Barn Exeter”

121

Wedding-Enquiry Actions Generated Through Google Ads

The Client

The Challenge

Our Role

Website Development & Technical Delivery

SEO Consultancy

Google Ads Setup

Strategic Consultancy

The Approach

Results

Key Outcomes

Improving Visibility for Wedding Venue Searches

Supporting, Not Replacing, Internal Teams

Conclusion

Key Results

+321%

Increase in Direct Traffic