British Baits Case Study


Unrivalled Attraction – A Website That Hooks the Sale

In the competitive fishing equipment market, British Baits, a newly formed fish bait company, ventured on a journey to carve out a name for itself in the niche. As an online-only retail company, they knew their website design and functionality would play a pivotal role if the company were to be a success. An existing client recommended The Search Equation to create an intuitive, engaging website. This case study explores our strategies and the astounding achievement of a 2.9% conversion rate within just four months of launch.

The Background

British Baits was founded by Don Groom, a fishing enthusiast who noticed a gap in the market for high-quality, sustainable fishing bait. Despite having an excellent product line and the help of his family, Don had struggled to sell his product locally. He recognised the need for a digital presence to reach his target audience nationally.

The primary challenge was establishing a robust online presence in a saturated market. The specific goals were increasing brand visibility, customer engagement, and, most importantly, sales conversion rates. The company aimed to introduce its product line and build a customer base of returning clients.

After browsing our portfolio of websites, British Baits chose The Search Equation for our innovative approach to web design. The partnership started with a meeting to align the bait company’s vision, goals, and ideal customer.


Website Development

Our web development strategy focused on three pillars:

User-Centric Design: We designed the website with the end user in mind, focusing on an intuitive navigation structure, engaging content, and a straightforward shopping experience. We balanced aesthetics and functionality, ensuring the site appealed to both seasoned anglers and novices.

Content Strategy: We decided a robust content strategy was necessary to engage customers. This involved creating various types of content, such as informative blog posts, how-to guides, and detailed product descriptions. Each piece of content was carefully thought out to provide valuable insights, tips, and advice to fishing enthusiasts. The blog posts covered topics such as the environmental impact of unsustainable fishing practices, the benefits of using eco-friendly fishing gear, and the importance of understanding local fishing regulations.

The how-to guides provided step-by-step instructions on how to fish sustainably, including tips on selecting the right bait and tackle and how to catch and release fish without harming them. Finally, the detailed product descriptions helped customers understand the difference between types of bait.

SEO: We targeted keywords and phrases related to fishing bait and sustainable fishing practices to improve SEO and drive traffic to the new website. We made sure the site loaded quickly, used Schema markup and E-A-T (Expertise, Authoritativeness, and Trustworthiness) signals and optimised the meta tags for the target market.

The Results

Within four months of the website’s launch, British Baits saw remarkable results, including:

  • A consistent increase in website traffic, with a substantial percentage coming from organic search.
  • An impressive 2.9% conversion rate, surpassing industry averages for ecommerce sites in the fishing niche.
  • Brand recognition, with mentions across social media platforms and fishing forums.
  • A growing community of engaged customers contributing to the site’s content through reviews and social media interactions.

Contact Us

The digital transformation journey of British Baits, helped by The Search Equation, shows the power of expert web design and a well-executed digital marketing strategy. The company could achieve and exceed its initial goals by placing the user experience at the forefront, backed by helpful content and SEO tactics. This case study is a testament to the importance of a user-friendly website and excellent products.

Contact us today if you are starting a new business and would like to replicate the success of British Baits.