Organic Click Growth
Organic Impression Growth
Conversion Rate (CRO Impact)
High-Intent Service Keywords
Featured in AI Search Responses
Coffee Lady had solid products, strong supplier relationships, and a trusted brand reputation — but the website wasn’t built around how commercial buyers actually search. Hospitality operators, hotel procurement teams, office managers, and commercial kitchen suppliers all search differently, yet the site treated them as one audience.
Traffic existed, but it wasn’t structured to convert. Service contracts, maintenance agreements, long-term machine supply, and commercial upgrades were all buried behind a product-led layout that prioritised catalogue browsing over buyer intent.
The opportunity wasn’t more traffic — it was capturing the right traffic and routing it toward commercial outcomes.
Rebuilt the entire site architecture around sector intent rather than product categories. Created segmented pathways for: • Hospitality • Hotels • Offices • Commercial environments • Maintenance & servicing This aligned structure with search behaviour.
We identified a major opportunity: Service and maintenance queries carry extremely high intent. We built structured, optimised service pages targeting: • Coffee machine repair • Maintenance contracts • Emergency support • Brand-specific servicing Service became the commercial entry point.
We doubled down on: • Clear sector CTAs • Reduced form friction • Commercial language refinement • Clearer service vs machine pathways Conversion rate doubled as a result of structural clarity.
Structured content to improve: • Featured snippet eligibility • AI extraction patterns • Clear service explanations Coffee Lady began appearing in AI-generated search responses, including ChatGPT-based answers.
Organic clicks increased by 229% comparing early baseline period to the most recent 30-day period. Growth accelerated following service page deployment, sector segmentation, and commercial keyword optimisation.
Growth accelerated following service page deployment, sector segmentation, and commercial keyword optimisation.
Impressions grew by 574%, indicating massive search footprint expansion, sector keyword coverage increase, and long-tail commercial visibility. This is not seasonal fluctuation. It reflects structural search capture.
Proud Brands took the time to understand our vision, refined every detail, and delivered a rebrand and site we're genuinely proud of. The process was smooth, collaborative, and enjoyable throughout.
Service enquiries convert into long-term maintenance agreements.
Service relationships evolve into full machine replacements and upgrades.
Coffee Lady now ranks in commercial verticals previously dominated by competitors.
Structured content surfaces in AI-generated answers, future-proofing search exposure.
