B&M catering organic inbound lead generation

B&M Catering

Digital Presence Makeover & Organic Inbound Lead Generation


Project name: B&M Catering 

Start date: March, 2021



In the digital age, effective lead generation is paramount for businesses to thrive.
This case study delves into our journey of transforming lead generation for B&M catering, a 35 years old brand nased in RI.
Through meticulous UX research, strategic service design, robust SEO implementations, compelling content creation, and comprehensive data analysis, we achieved remarkable results, including a dramatic 113% boost in inbound organic lead generation MQL.
Join us as we explore the challenges faced, the detailed processes undertaken, and the tangible outcomes achieved through a holistic approach.



Our challenge

The B&M catering brand approached us with a critical challenge: to enhance their online presence and drive meaningful lead generation.
Despite their longstanding reputation and rich history within the local community, their digital platform had fallen short of leveraging its full potential.
Our challenge was multifaceted: to redesign their website for optimal user engagement, significantly improve their SEO performance to boost organic traffic, develop compelling content to resonate with their target audience, and ultimately, to boost organic lead generation MQL.

Given their status as a well-established brand, our goal extended beyond mere traffic acquisition.
We aimed to cultivate meaningful engagement metrics and lower bounce rates, ensuring that visitors not only frequented the site but also remained engaged with its content.
It’s worth noting that at the onset of the project, the client was still utilizing Universal Analytics, which presented an opportunity for us to implement more advanced tracking mechanisms to gain deeper insights into user behavior.

We began by conducting thorough UX research, delving into the nuances of user behavior and preferences.
This informed our website redesign efforts, ensuring that the revamped platform would resonate with users and encourage prolonged interaction. Simultaneously, we undertook a thorough SEO audit, identifying opportunities for optimization and implementing strategies to improve search engine visibility.
From keyword optimization to technical SEO enhancements, every aspect was meticulously crafted to elevate the brand’s online visibility and drive organic traffic.

Our content strategy was equally robust, aimed at crafting compelling narratives that would captivate the audience and drive conversions.
Through a combination of engaging copy, visually appealing graphics, and informative videos, we sought to establish a strong emotional connection with users, compelling them to take action.

Throughout the project, we remained vigilant in monitoring key engagement metrics and refining our strategies accordingly.
By leveraging advanced analytics tools and techniques, we gained valuable insights into user behavior, allowing us to identify areas for improvement and optimize the user experience.
From refining navigation pathways to enhancing content relevance, every decision was driven by data and geared towards maximizing engagement and lowering bounce rates.

As a result of our concerted efforts, the B&M catering brand witnessed a remarkable transformation in its online presence.
Organic lead generation MQL saw a significant boost, accompanied by a notable increase in engagement metrics and a reduction in bounce rates.
The brand’s website emerged as a beacon of excellence within its industry, seamlessly blending aesthetics with functionality to deliver an unparalleled user experience.

Our partnership with the B&M catering brand exemplifies the power of a holistic approach to digital transformation.
By focusing on user-centric design, strategic SEO optimization, compelling content creation, and data-driven refinement, we were able to achieve remarkable results and propel the brand towards sustained growth and success in the digital landscape.




The process

In-Depth UX Research: Our journey began with an extensive UX research phase. We conducted in-depth interviews, surveys, and usability tests to understand user behaviors, preferences, and pain points. Through persona development and empathy mapping, we gained valuable insights into the target audience’s needs and aspirations.

Customer Journey Mapping: Using insights from UX research, we meticulously mapped out the customer journey, identifying key touchpoints and potential friction areas. This enabled us to visualize the user experience from initial interaction to conversion, facilitating targeted interventions to enhance engagement and drive conversions.

User Flow Optimization: We optimized user flows through iterative design and split testing. By analyzing user behavior and feedback, we fine-tuned the navigation and call-to-action placements to streamline the path to conversion. This data-driven approach ensured a frictionless experience for users, resulting in higher conversion rates.

Service Design Blueprint: Drawing upon insights from UX research and customer journey mapping, we developed a comprehensive service design blueprint. This blueprint served as a strategic roadmap, outlining the integration of user-centric design principles with efficient lead generation mechanisms. Through collaborative workshops and stakeholder feedback sessions, we refined the blueprint to align with the brand’s objectives.

UI Prototyping and Split Testing: Using low-fidelity prototypes, we iteratively designed and tested various UI elements. Through split testing, we evaluated different design variations to identify the most effective layouts, colors, and content placements. This data-driven approach allowed us to make informed decisions and optimize the user interface for maximum engagement and conversion.

Production UI Development: Based on the insights gathered from split testing and prototyping, we developed high-fidelity production UI. This involved translating the approved designs into pixel-perfect interfaces, ensuring consistency across all devices and screen sizes. Through continuous feedback loops and iterations, we refined the production UI to deliver an exceptional user experience.

SEO Implementations: In parallel with UX/UI enhancements, we implemented a comprehensive SEO strategy. This included on-page optimizations such as keyword research, meta tag optimization, and content restructuring, as well as off-page tactics like link building and local SEO enhancements. Through continuous monitoring and optimization, we achieved a significant improvement in search engine rankings, driving a substantial increase in organic traffic and lead generation.

Content Creation: Central to our SEO strategy was the creation of compelling content tailored to the target audience. From engaging copy to captivating graphics, illustrations, and videos, every piece of content was meticulously crafted to resonate with users and drive conversions. Through A/B testing and data




Part 1 – User Expereince Research and Design

In-Depth UX Research and Information Architecture

Our journey began with an exhaustive UX research phase, where we left no stone unturned in understanding the intricacies of user behavior and preferences. Through a combination of interviews, surveys, and usability tests, we delved deep into the psyche of our target audience. We not only identified their pain points but also unearthed hidden insights that would shape our design decisions. Additionally, we meticulously crafted an information architecture plan to ensure that the website’s structure was intuitive and user-friendly. By organizing content hierarchically and employing card sorting techniques, we ensured that users could navigate the site effortlessly, leading to a seamless user experience.

Customer Journey Mapping

Armed with insights from our UX research, we embarked on the journey of customer journey mapping. This involved mapping out the various touchpoints that users encounter throughout their interaction with the brand. From initial discovery to final conversion, every step of the user journey was meticulously analyzed and optimized. By identifying pain points and opportunities for improvement, we were able to design a customer journey that was not only engaging but also conducive to driving conversions.

User Flow Optimization and Split Testing

User flow optimization was a key focus area for us, as we aimed to streamline the path to conversion for our users. Through continuous optimization and split testing, we experimented with various user flows to identify the most effective ones. By analyzing user behavior and feedback, we were able to fine-tune our user flows to maximize engagement and drive conversions. This iterative approach allowed us to continuously improve the user experience and achieve optimal results.

Service Design Blueprint

Our service design blueprint served as a strategic roadmap for integrating user-centric design principles with efficient lead generation mechanisms. This blueprint not only outlined the various touchpoints and interactions but also identified areas for innovation and improvement. By aligning our design decisions with the brand’s objectives, we were able to create a service design that not only met but exceeded our client’s expectations.

UI Prototyping and Split Testing

UI prototyping was a crucial step in our process, as it allowed us to bring our designs to life and test them in a real-world environment. Through low-fidelity prototypes, we were able to iterate quickly and gather feedback from stakeholders. Additionally, we conducted split testing to compare different design variations and identify the most effective ones. By leveraging data-driven insights, we were able to refine our designs and create a UI that was not only visually appealing but also highly functional.

Production UI Development

Based on insights gathered from our prototyping and split testing phases, we proceeded to develop the production UI. This involved translating our designs into pixel-perfect interfaces that were optimized for performance and usability. By adhering to best practices and standards, we were able to create a production UI that exceeded our client’s expectations and delivered an exceptional user experience.

SEO Implementations and Competitor Benchmarking

Our SEO implementations were guided by a comprehensive strategy that encompassed both on-page and off-page optimizations. From keyword research to link building, we left no stone unturned in our quest to improve our client’s search engine rankings. Additionally, we conducted competitor benchmarking to identify areas of opportunity and gain insights into industry trends. By staying one step ahead of the competition, we were able to achieve absolute domination in organic search results, outperforming even the most resilient competitors.

Content Creation and Results Highlighting:

Content creation played a pivotal role in our SEO strategy, as we aimed to create content that not only resonated with our target audience but also drove conversions. From engaging copy to captivating graphics and illustrations, every piece of content was meticulously crafted to deliver maximum impact. By leveraging data from our planet and stars data analysis, we were able to optimize our content for relevancy and effectiveness. The results were astounding, as we witnessed a dramatic increase in user engagement and conversions, both informational and commercial in nature.







B&M Catering information architecture

– Information Architecture

B&M catering customer journey map

– Customer Journey Map

B&M catering user flow

– User flow

B&M catering personas development

– Personas development

B&M catering service design blueprint

– Service Design Blueprint

Part 2 – Website Migration from Drupal 8 to WordPress 5.7

One of the significant challenges we encountered was migrating the website from Drupal 8 to the latest version of WordPress. This transition was not merely a technical endeavor but also involved preserving the integrity of the site’s structure, content, and backlinks accumulated over the past five to six years.

Preservation of Backlinks

With around 3000 backlinks established over the years, preserving their integrity was paramount to maintain the website’s search engine ranking and domain authority. We meticulously mapped out the existing backlinks and devised a comprehensive strategy to ensure a seamless transition without losing any link equity.

Redirection Strategy

To maintain the integrity of the backlink profile, we implemented a meticulous redirection strategy. Each existing URL was mapped to its corresponding URL on the new WordPress site using 301 redirects. This ensured that users and search engines were seamlessly redirected to the new pages, preserving the authority of the existing backlinks.

Validation and Monitoring

Throughout the migration process, we conducted rigorous validation and monitoring to ensure that all backlinks were properly redirected and maintained. We utilized various tools and techniques to track the performance of the redirects and identify any potential issues or discrepancies.

Quality Assurance

Before finalizing the migration, we conducted thorough quality assurance checks to ensure that all aspects of the website, including content, functionality, and backlinks, were functioning as intended. Any discrepancies or issues were promptly addressed to maintain the integrity of the migration process.

Post-Migration Optimization

Following the migration, we continued to monitor the performance of the website and its backlinks. We implemented additional optimization techniques to further enhance the website’s search engine ranking and user experience. This included updating outdated content, optimizing metadata, and implementing structured data markup.

Continuous Improvement

The migration process was not merely a one-time event but an ongoing effort to continually improve the website’s performance and maintain its competitiveness in the digital landscape. We remain committed to monitoring the website’s backlink profile and implementing further optimization strategies as needed to ensure long-term success.

B&M catering wireframe

– Wireframe

B&M Catering prototype

– Prototype

Before and After Migration and UI Redesign

Old B&M websiteNew B&M website
revamped UI

– Facelift proptotype

gallery desktop B&M catering

– Facelift proptotype

B&M catering delivery tracking tablet

– Facelift proptotype

Part 3 – SEO

On-Page SEO Strategies

Keyword Research and Optimization

Conducted extensive keyword research to identify relevant terms and phrases with high search volume and low competition.

Targeted keywords were strategically integrated into various on-page elements, including meta titles, meta descriptions, headings, and body content.
Optimized existing content to align with targeted keywords while ensuring natural and user-friendly language.


Content Optimization

Conducted a thorough audit of existing website content to identify areas for optimization.
Optimized content for readability, relevance, and keyword density.
Implemented internal linking strategies to enhance content discoverability and relevance.


Technical SEO Enhancements and Infrastructure Customization

Provided performance and technical on-page SEO enhancements as part of our service offering.

Conducted infrastructure customization, including page compression and .htaccess modifications, to prevent bad bots from cluttering traffic.
Addressed client’s concerns regarding remnants of past paid campaigns by implementing measures to filter out irrelevant traffic and improve overall website performance and security.


User Experience Optimization

Improved website navigation and structure to enhance user experience and reduce bounce rates.

Implemented responsive design principles to ensure optimal display across devices and screen sizes.
Enhanced website accessibility by optimizing for screen readers and ensuring compliance with web accessibility standards.



Off-Page SEO Strategies

Link Building:

Developed a comprehensive link building strategy focused on acquiring high-quality backlinks from authoritative and relevant websites.

Conducted outreach campaigns to build relationships with industry influencers, bloggers, and webmasters.
Secured guest blogging opportunities, contributed to industry forums and communities, and participated in relevant online discussions to earn natural backlinks.


Local SEO Optimization:

Optimized Google My Business listing with accurate business information, including name, address, phone number, and business hours.

Acquired citations from local directories and listings to improve local search visibility.
Encouraged positive reviews and testimonials from satisfied customers to enhance local search credibility and reputation.


Social Media Engagement:

Leveraged social media platforms to amplify content reach and engage with the target audience.
Shared blog posts, articles, and other content across social channels to drive traffic and increase brand visibility.
Encouraged user-generated content and fostered community engagement through contests, polls, and interactive posts.


Content Syndication and Promotion:

Syndicated content across relevant online platforms, including industry blogs, news sites, and content aggregators.

Promoted content through email newsletters, social media channels, and influencer partnerships to increase visibility and attract inbound links.
Monitored content performance and adjusted promotion strategies based on audience engagement and feedback.

backlinks profile B&M catering

– Graph showing backlinks increase over time 

DesignDiverso Automata based on Mautic

DesignDiverso’s implementation of Mautic, an open source marketing automation platform, has revolutionized B&M Catering’s lead generation efforts.
By leveraging DesignDiverso Automata’s automation capabilities, we’ve been able to streamline the process of gathering crucial lead information, including location, engagement metrics, and more.
With the
lead scoring functionality, we’ve effectively identified and prioritized high-quality leads, allowing us to focus our efforts on prospects most likely to convert.
Additionally, DesignDiverso Automata has empowered us to execute targeted email marketing campaigns, such as the highly successful “Win a Clambake” campaign, with precision and efficiency.
Through comprehensive reporting and analytics
, we’ve gained valuable insights into campaign performance, allowing us to fine-tune our strategies for optimal results.
By harnessing the power of Mautic, we’ve not only bolstered B&M Catering’s oerganic lead generation and sales support efforts but also enhanced their end customers’ experience, driving growth and success for the business.

Branding – Typography

For the project we carefully selected the Railway font type for typography to evoke a sense of nostalgia and timelessness. The bold, geometric letterforms of Railway perfectly complement the vintage aesthetic we aimed to preserve while embracing modern UI elements and design language. This font choice not only captures the essence of the brand but also ensures readability and consistency across various platforms.




Regular          Medium         Semibold         Bold

Aa    Bb    Cc     Dd     Ee     Ff     Gg    Hh    Ii
Jj     Kk     Ll     Mm     Nn     Oo     Pp     Qq    Rr
Ss     Tt     Uu     Vv     Ww     Xx     Yy    Zz
01    02   03    04    05    06    07    08    09
b&m catering ipad

Branding – Color Scheme

Building upon the client’s existing color scheme of blue and cream, we elevated it to the next level by infusing deeper meaning and significance into these colors. Blue symbolizes trust, professionalism, and reliability, aligning perfectly with B&M Catering’s commitment to excellence and quality service. Cream, on the other hand, conveys warmth, sophistication, and tradition, reflecting the company’s rich culinary heritage and dedication to delivering memorable dining experiences.



B&M Catering Deep Blue



Wave Blue



B&M Catering Sand Cream






Neutral Blue



Lobster red

Accessibility Compliance

From an accessibility standpoint, we prioritized usability and compliance with industry standards such as WCAG 2.1 and ADA. To achieve this, we utilized solid colors with sufficient contrast ratios to ensure readability for all users, including those with visual impairments. By adhering to these accessibility guidelines, we ensured that the brand’s message remains accessible and inclusive to everyone, while maintaining its vintage charm and modern appeal.

Conclusion & Results

Our journey with the B&M catering brand stands as a testament to resilience, innovation, and unwavering commitment amidst unprecedented challenges. Against the backdrop of a global pandemic that rattled industries and tested the resolve of businesses worldwide, we rose to the occasion, charting a course of transformation and triumph.

Navigating the stormy seas of uncertainty, we embarked on a journey of digital reinvention, reimagining the brand’s online presence and redefining the rules of lead generation. Despite the catering industry bearing the brunt of the pandemic’s impact, we remained steadfast in our mission, undeterred by adversity and fueled by a shared vision of success.

Through meticulous UX research, strategic service design, and relentless optimization, we carved a path forward, leveraging data-driven insights and cutting-edge technologies to drive meaningful results.
In the face of unparalleled challenges, we embraced innovation, transforming setbacks into opportunities and obstacles into stepping stones toward success.

Our SEO implementations, content strategies, and user experience enhancements were not merely responses to the crisis but beacons of resilience and ingenuity. By staying ahead of the curve and adapting swiftly to changing dynamics, we not only weathered the storm but emerged stronger and more resilient than ever before.

As the pandemic cast a shadow of uncertainty across the industry, we remained a beacon of hope and progress, lighting the way forward for the B&M catering brand and inspiring confidence in the face of adversity. Our ability to achieve extraordinary results amidst the most challenging of circumstances speaks volumes about our unwavering dedication, innovative spirit, and relentless pursuit of excellence.

In closing, our journey with the B&M catering brand is a testimony to the power of perseverance, collaboration, and innovation in times of crisis.
As we celebrate our achievements and reflect on the challenges we managed to overcome, we do so with gratitude for the opportunity to make a difference and a renewed sense of purpose for the journey ahead.
Together, we have proven that even in the darkest of times, light shines brightest for those who dare to dream, dare to innovate, and to defy the odds.