THE CLUB HOUSE
Make the online experience feel as exceptional as the restaurant.
A redesigned Wix website, evocative imagery and connected campaigns for new and returning guests at Hive Beach Company’s premium coastal restaurant.
Completed in-house as a marketing employee
at Hive Beach Company.
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01/ PROJECT SNAPSHOT
A premium experience, expressed across every channel
THE BRIEF
Make the restaurant’s more premium character unmistakable online.
MY ROLE
In-house marketing: Wix redesign, copy, photography, SEO, email and Meta ads.
THE AUDIENCE
New local diners, returning guests, wedding couples and private-dining customers.
REPORTED OUTCOME
Historic cover records surpassed across multiple key events within 3 months.
SELECTED EXECUTION / THE ONLINE FIRST IMPRESSION
02/ THE CHALLENGE
The difference was clear in person
The Club House was the more premium restaurant within Hive Beach Company. Guests could feel that distinction when they visited, but the website and other marketing channels needed to communicate it before anyone arrived.
What I changed
I redesigned the website on Wix, as requested for simplicity, and brought its ingredients, people, food and drinks into the story. I then connected that richer first impression with more visible events, targeted acquisition and personalised email follow-up.
03/ THE CONNECTED CUSTOMER EXPERIENCE
One restaurant. One connected journey.
Each channel had a role: reach people who had not visited, build anticipation, turn interest into a booking and give previous guests a reason to return.
01
AWARENESS
Search and local Meta ads introduced the restaurant, occasions and venue to new audiences.
02
CONSIDERATION
Storytelling and photography made the quality of the food, drinks and coastal experience tangible.
03
CONVERSION
Clearer website structure, event visibility and relevant pages guided people towards booking.
04
RETENTION
Segmented, personalised emails invited previous guests back for a new menu or experience.
The channels reinforced one another: ads and search led into the website; email reopened the journey for past guests.
04 / CONSIDERATION → CONVERSION / PHOTOGRAPHY & STORYTELLING
Give people a taste of the occasion.
The new imagery put signature cocktails, seafood plates and the wine list at the centre of the experience. It made the skill of the mixologists, the quality of the menu and the aspiration of a visit easier to imagine.
SIGNATURE COCKTAILS
WINE & THE DINING EXPERIENCE
SEAFOOD & LOCAL INGREDIENTS
Photography and styling by Alicia Wainhouse, used across the website, social media and menu books.
05 / CONSIDERATION → CONVERSION / WIX WEBSITE & EVENTS
Storytelling with a clear route to purchase.
I expanded the copy around locally sourced ingredients and the talent at the restaurant, using evocative storytelling to reflect the experience guests would find in person.
More visibility for what comes next.
I restructured the website to give events greater visibility. Curated menus and new experiences became reasons to return, with a clearer route from interest to the relevant event or booking page.
Kept on Wix for simplicity.
The redesign worked within the platform the business wanted to retain, while elevating the presentation, copy and structure.
The menu page connects evocative copy and food imagery with a clear invitation to book.
06 / AWARENESS → CONSIDERATION / SEARCH OPTIMISATION
Different intentions. A relevant way in.
The Club House was also a coastal wedding destination and private-dining venue. I optimised pages around those distinct search intentions, so the website could introduce the right experience to each audience.
DINING
Find a seafood restaurant
‘seafood restaurants in West Bexington’
WEDDINGS
Picture a coastal celebration
‘seafront wedding venue’
PRIVATE DINING
Plan a private occasion
‘private dining in Dorchester’
Examples of targeted search terms; the pages served different occasions within the same premium positioning.
07 / AWARENESS → CONVERSION / LOCAL META ADVERTISING
Give new guests a reason to book.
Meta ads brought the restaurant and its seasonal occasions to local people who had not dined with us before. I designed the ad creatives, wrote the copy, allocated budgets and increased delivery around peak booking times.
FATHER’S DAY / AN OCCASION TO REMEMBER
FATHER’S DAY / LAST-MINUTE AVAILABILITY
The creative carried the same premium tone into paid media, then sent interested diners towards the website and a booking.
08 / RETENTION → CONVERSION / PERSONALISED EMAIL
An invitation worth coming back for.
The email strategy kept the relationship going long after a first visit. We used geography, booking history and previous event attendance to segment the list, then carried the same evocative storytelling into relevant invitations.
AUDIENCE
Who should hear about it?
Geography and booking history helped shape which guests received each invitation.
RELEVANCE
What would bring them back?
Previous event attendance helped connect guests with another curated menu or experience.
STORYTELLING
What could the evening feel like?
Emails captured the imagination and invited subscribers to an occasion worth remembering.
Let readers picture the evening.
Seafood, live music and coastal imagery build anticipation for the event. Personalised copy leads readers to reserve a table or explore the event details.
Carry the occasion across channels.
An emotional opening gives way to the menu, live music and a clear booking invitation. The creative echoes the Father’s Day Meta ads, carrying the same promise into email.
The return loop: a relevant email brought a past guest back to an event page, where anticipation could become another booking.
09 / REPORTED PROJECT OUTCOME
A fuller restaurant.
Across the moments
that mattered.
Historic cover records surpassed for Mother’s Day, Easter and Father’s Day.
These results followed the marketing system being put in place: a more premium digital experience, greater visibility for events, local acquisition and a deliberate route back for previous guests.
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