Meet Eleanor and Cindy, two small business owners in Johannesburg, both passionate about serving delicious food and running successful catering businesses.
Cindy’s been in the industry for over ten years, catering for corporate events and team-building sessions. A while ago, she hired a web design company in Johannesburg to build her website. It’s still live, but let’s be honest it’s outdated.
Her website’s homepage shows an old photo of her chopping vegetables back when she first started out. The headline? Just her business name “Cindy Your Chef” with the tagline “For any event.” There’s no clear message, no call-to-action button, and unfortunately, no real traffic. She never had a proper website marketing plan and to this day, she relies on referrals and her long-standing connections to keep business coming in. Her website? It just sits there, unnoticed and underused.
Now, let’s talk about Eleanor.
She started her catering business just a year ago, cooking for companies in the same office building where she works full-time. What began as a side hustle has grown, and now she’s ready to take things to the next level.
She’s got a Facebook page with a few loyal followers, but she’s realised she has little control. Whenever she doesn’t post for a while, her engagement drops, and it’s hard to regain momentum. That’s when she started thinking a proper website might be the way forward.
But unlike Cindy, Eleanor does her research. She quickly learns that a website alone won’t magically bring in clients. She needs a website marketing plan to attract the right people before she even thinks about hiring a designer. She hops on Google and starts digging into how to market a website effectively.
In this article, you’ll follow Eleanor’s journey what she did differently before building her website, and how that decision helped her grow her side hustle into a thriving business within just twelve months.
Let’s get into it.
Eleanor first discovered what a website marketing strategy is and why she needs it
After reading a few articles about digital marketing, Eleanor finally had her lightbulb moment. She realised that building a website without a marketing strategy is a bit like opening a restaurant in the middle of nowhere and forgetting to tell anyone it exists.
A website marketing strategy, she learned, is simply a plan that outlines how your website will attract the right people, guide them through your content, and ultimately turn them into paying customers. It’s not just about having a nice-looking homepage or fancy features it’s about making sure your site has a clear purpose, speaks directly to your ideal clients, and shows up in the right places online.
As she dug deeper, Eleanor saw the difference between having a website and having a working website. One that appears on Google when someone searches for catering in Johannesburg. One that tells a compelling story, answers the right questions, and makes it easy for people to enquire or place an order.
Without a strategy, she risked ending up like Cindy with a website that looked okay on the surface but did nothing to grow her business.
That’s when Eleanor made a decision: before spending a cent on a designer, she would figure out who her audience really is, what they’re looking for, and how her website could help them find her.
And that changed everything.
Then Eleanor discovered there’s more than one way to market a website
As Eleanor kept digging, she realised there wasn’t just one way to market a website there were several. And each approach had its own strengths, depending on your business goals and who you’re trying to reach.
At first, it felt like a lot. SEO, content, socials, ads… where was she even supposed to begin? But instead of panicking, Eleanor took a step back and explored each one, one at a time.
Search Engine Optimisation (SEO)
Eleanor learnt that SEO would help her website show up in Google when someone searched for “corporate catering Johannesburg” or “team lunch catering near me”. That meant using the right keywords in her content, optimising her page titles and descriptions, and making sure her site was easy to navigate especially on mobile.
Content Marketing
She discovered that writing helpful blog posts and guides could bring long-term value. Articles like “Top 5 Office Lunch Catering Ideas” or “How to Choose the Right Menu for a Team-Building Event” could position her as an expert and attract potential clients to her site.
Social Media Marketing
She was already on Facebook, but now Eleanor saw how she could use her posts to drive traffic directly to her website whether it was a booking form, her menu, or a blog post. With consistent content and the right calls to action, her social platforms could support her website, not replace it.
Paid Advertising
While not her first priority, Eleanor learnt that tools like Google Ads or Facebook Ads could give her an extra boost especially during busy seasons. It was something to consider down the line, once her website and core messaging were in place.
Mapping out her website marketing strategy
After learning about all the tactics, Eleanor had a moment of clarity. She didn’t need to do everything. What she needed was a strategy that made sense for her business right now.
Since most of her current and potential clients were nearby, she decided to focus on local visibility. Her plan? Create a Google My Business profile to showcase her work and ask happy clients for reviews to start building credibility.
That also meant her website needed to be optimised for local search terms like the suburbs she serves and the types of events she caters for. She made a list of relevant keywords and thought about the pages she’d need: a homepage with a clear message, a menu page, a contact/enquiry form, and a page highlighting testimonials or client feedback.
And because she knew she wanted to blog in the future sharing tips, behind-the-scenes stories, or even seasonal menu ideas, she looked into website platforms. That’s when she came across WordPress. It was flexible, widely used, and ideal for blogging, so she made a note to mention that when meeting with a designer.
By the time she sat down for her first consultation, Eleanor wasn’t just “thinking about getting a website.” She was showing up with a clear vision, a focused plan, and an understanding of how that website would help her grow her catering business.
Meeting the right website designer turning her plan into a brand
Armed with a clear vision and a simple strategy, Eleanor booked a meeting with a Sandton website designer. But this time, it wasn’t just a vague chat about colours and layouts it was a real, productive conversation. She explained her goals, the types of clients she wanted to attract, and how important local search visibility and future blogging were for her business.
Together, they mapped out a site that ticked all the boxes: clean, easy to navigate, and optimised for mobile. But most importantly, it reflected Eleanor’s brand personality professional with a fun, quirky edge. After all, who says corporate functions have to be boring?
Her new website featured vibrant imagery from recent events, clever copy that felt like her, and clear calls to action like “Book a tasting” and “Enquire now”. The homepage had a welcoming headline, her best dishes front and centre, and sections for glowing testimonials and recent blog posts. There was also a local SEO plan built in—pages were optimised for specific areas she served, and her Google My Business profile was fully integrated.
It wasn’t just a website. It was a marketing tool and Eleanor could already see the difference.
Case study: 12 months, 30+ reviews, and a steady stream of clients
In just one year after launching her new website, Eleanor’s business had taken off.
Thanks to her local SEO strategy and consistent updates to her Google My Business profile, her website was showing up on page one of Google for searches like “corporate catering Rosebank” and “lunch delivery for offices Sandton”. She made it easy for happy clients to leave reviews, and those started stacking up over 30 five-star reviews in her first 12 months.
Word began to spread. Clients who found her online were booking tastings, making enquiries through the website, and referring her to colleagues. Her blog posts especially ones with seasonal menus and catering tips were shared across social media, adding even more visibility to her brand.
And then something unexpected happened.
Some of Cindy’s long-standing clients, frustrated by her outdated website and slow communication, found Eleanor online and decided to give her a try. They loved her energy, her presentation, and her easy-to-use website that made the whole ordering process simple. Within a few months, Eleanor had won over several of those clients businesses that had been with Cindy for years.
It wasn’t personal. It was just good marketing.
Key Takeaways: Your Path to a Website That Works
Eleanor’s story shows that a website isn’t just about looking good it’s about working for your business.
Here’s what we can learn from her experience:
- Start with a strategy: Before building a website, understand what you want it to achieve. Eleanor knew she needed local visibility and a platform to build credibility both of which she focused on from day one.
- Choose the right tactics: Not all marketing strategies are created equal. Eleanor focused on local SEO, Google My Business, and gathering reviews to build a solid foundation. She didn’t need to master every marketing tactic, just the ones that mattered most for her business.
- Align your website with your brand: A website isn’t just a digital brochure; it’s an extension of your business personality. Eleanor’s website reflected her professional yet fun vibe, attracting the right clients who resonated with her style.
- Consistency pays off: Eleanor’s website didn’t just sit there. She kept it updated, collected reviews, and used her blog to stay relevant. Over time, that built trust and visibility, bringing in more clients and even competitors’ loyal customers.
Now it’s your turn to achieve success like Eleanor
You don’t have to go through the same trial-and-error process that Eleanor did. We’re here to make the journey easier for you. If you’re ready to create a WordPress website that not only looks great but also attracts clients, builds credibility and works for your business, we can help you achieve all of this and more.
Whether you’re just starting out or looking to refresh your current site, let’s create a marketing strategy and website that works. Get in touch with us today, and let’s bring your business to the next level.