About the Client
The starting point was working with the client to define and describe The Clarence Social’s perceptible features.
There is much to say about the layout and careful design of this authentically unique venue. Not least it’s warm and “playful” interior, which it describes as “regency design with a twist”.
Next, came exploring its unique selling propositions.
The Clarence Social is independently operated, and the owners have used their passion for entertainment and events to create a superb three-floor premises. It offers options for simply eating and drinking with friends or meeting informally with business contacts.
It also provides lovely spaces that are ideal for a wide range of business and social events; from small and intimate gatherings to special events in Cheltenham.
The food and drink available at The Clarence Social shows the same attention to detail as the décor, with choices designed to cover both “out of the ordinary” and many loved staples.
This all makes The Clarence a favourite Cheltenham meeting point throughout the day, beginning with informal brunches through to chilling with friends over evening meals.
Our Brief
We were approached to encapsulate this fresh venue, but also the unique “vibe” of The Clarence Social.
The ultimate aim was to show potential customers what a wonderfully warm and relaxing venue it is.
This was largely focused on launching the restaurant in The Clarence, and then continuing to provide digital marketing support after the initial “blaze of publicity”. Many venues find that initial interest in a new concept is buoyant, but interest trails off.
The Solution
The ideal digital platform for a genuinely “stand out” business had to be a bespoke WordPress website, designed and built to match the appearance, ambience and business goals of The Clarence Social.
Factory Pattern employed the same attention to detail as the client, conveying the friendly glow and joy to be found in this hub of social activity and business meeting space.
The client’s new website also included a highly reliable online booking function (powered by Open Table), that met high standards of UX – making it simple and intuitive for customers to interact with The Clarence team online.
As the intangible elements were so key to the success of the client’s digital marketing, Factory Pattern personally managed the location photography at the venue, to create strong images that “speak for themselves”.
The Factory Pattern team also worked with the client to create a website events guide, that promotes monthly and annual calendar dates in a fresh and dynamic way.
The Outputs
The Clarence Social owners were delighted with the look, usability and “feel” of their new website. Judging from the numbers, this highly favourable reaction is also shared by the venue’s customers!
24,000 customers per year
Website traffic is the equivalent of an impressive 24,000 plus potential customers per year.
300 online restaurant bookings per month
What is highly significant though, is that the new website ensures that The Clarence Social enjoys a 15.9% conversion rate for online bookings. This equates to in excess of 300 restaurant table bookings every month.
It’s not just the best possible starting point for online success, it’s an agile and responsive website that can be updated easily. It will continue to match The Clarence Social’s business development for many years to come.
Start a Conversation
Andy, our UX Director is on hand to answer your questions.n