La Chocolatrice | SEO and Performance Growth Case Study
Services | Freelance Marketing & SEO consultant
Project Overview
La Chocolatrice is a boutique chocolate business in the North East offering handcrafted chocolate bars and chocolate-making workshops. Over the past two years, I’ve supported the business as a freelance marketing consultant, taking full ownership of their digital presence after transitioning from an external agency.
My role has encompassed a complete overhaul of the site’s organic performance, alongside the development and execution of both paid and organic social strategies. The scope of work includes technical SEO, on-page optimisation, content strategy, asset production, CRO, Meta ads management, and ongoing digital consultancy. Every improvement has been implemented in-house by me, ensuring consistent execution and clear attribution throughout.
Project Objectives:
Improve organic visibility through SEO-led website optimisation.
Increase conversions from both workshop and product pages.
Resolve technical SEO issues inherited from previous agency.
Build a solid, scalable foundation for long-term organic growth.
Align brand storytelling and user experience through copy and creative.
Grow the brand’s social media following through a focused organic and paid content strategy.
Drive Meta ads performance through targeted campaign planning, creative production, and optimisation.
Actions Taken
A total of 90+ on-site optimisations were implemented across 18 months, including but not limited to:
Structural SEO Improvements
Rewrote all key product and workshop pages with structured H1s, H2s, and targeted keyword copy.
Updated all SEO meta titles and descriptions.
Optimised navigation structure and removed irrelevant or duplicate pages.
Added canonical tags, fixed 404 errors, and updated internal linking structure.
Submitted sitemap and requested manual indexing for all high-priority pages.
Image & Asset Optimisation
Optimised every major image sitewide: resized, renamed, compressed, and applied descriptive alt text.
Created new image assets for seasonal collections, workshops, and key products.
Replaced low-quality visuals with brand-aligned, high-performing assets.
Conversion Optimisation
Revamped homepage and workshop page CTAs for clarity and performance.
Reorganised homepage content blocks and added featured category links to streamline navigation.
Updated booking flows and ensured minimal steps to purchase.
A/B tested image positions and CTA placement on core pages.
Content Strategy & Execution
Rewrote all major workshop pages to better reflect brand tone, keywords, and consumer intent.
Identified low-performing blog content and restructured the blog index.
Published optimised product and experience pages with embedded internal linking.
Removed irrelevant pages (e.g. Join the Team, Wholesale) to tighten site focus.
Results (YoY: April 2024 – April 2025)
Organic Growth
Organic Search sessions increased by 51.2%
Organic Social sessions increased by 296.3%
New users from Organic Social up 324.6%
New users from Organic Search up 42.9%
Business Performance
Total users: +53.02%
New users: +54.72%
Returning users: +64.32%
Transactions: +190.57%
Revenue: +95.04%
Conversion Rate: +84.63%
120-day customer value: +26.06%
Search Console (Oct 2024 – April 2025)
13.7k clicks (vs. 8.46k in previous period)
513k impressions (vs. 273k)
CTR: 2.7% (down slightly, expected with increased impressions)
Average position: Improved from 24.1 to 21.0
Strategic Impact
This project is a direct example of how a comprehensive, hands-on marketing consultancy approach can drive measurable growth across SEO, paid media, and user engagement. La Chocolatrice saw nearly a 2x increase in revenue, a 3x increase in transactions, and grew their social media following from 11k to 67k, thanks to a fully integrated digital strategy covering site optimisation, Meta ads, and organic social content.
Having been the sole contributor to both SEO and social strategy for over two years, every improvement is both attributable and benchmarked. This wasn’t just about fixing what was broken - it was about elevating the brand’s visibility and performance at every level, laying the groundwork for scalable, long-term success.
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