Case Study: Chocolate Video Productions - WordPress Website Development, SEO, UX, AdWords.

The Challenge

The biggest issue wasn’t one big thing. It was lots of small things stacking up. It wasn’t a “start from scratch” situation. The site was already live. It looked fine at a glance. But once you spend a few minutes on it… things started to feel a bit clunky.

• Users had to think too hard to find what they needed.
• The structure didn’t feel natural. Important pages were buried.
• And there wasn’t much reinforcing trust — no strong signals, no clear proof points.
• From an SEO angle, it was a similar story. Metadata hadn’t been properly optimised.
• Technical issues were quietly holding things back.
• There wasn’t much authority being built off-site either.

The site wasn’t broken. But it wasn’t doing the business any favours either. The brief wasn’t just “make it nicer.” It was about making the whole site work properly, for users, for search, and ultimately, for growth.

What We Built

We didn’t jump straight into SEO. That wouldn’t have stuck. Instead, we started with the foundation, the user experience.

We reworked the navigation completely. Simplified it. Made it feel obvious. Then brought in a mega menu so users could actually see what was on offer without digging around.

We also tightened up key pages — especially case studies and location pages. These are the pages that should sell, and they just weren’t doing that before.

We added client logos in the right places too. Nothing over the top, just enough to build trust without shouting about it.

Once that groundwork was in place, we moved into the longer-term strategy, SEO and link building running side by side.

UX and Design Research

We kept coming back to one question while working on this: “Does this make life easier for the person landing on the site?”

Not “does it look cool” or “does it tick a box” — just… does it help? That meant cutting back where things felt busy. Making choices clearer. Letting content breathe a bit.

And also thinking about intent. Someone landing on a location page isn’t browsing — they’re looking for something specific. So we shaped those pages around that mindset.

Same with case studies. People don’t read them word-for-word. They scan. They look for proof. So we leaned into that instead of fighting it.

WordPress Development

From a build point of view, we kept things clean and flexible. No unnecessary bloat. No stacking plugins just for the sake of it.

We focused on making the backend easy to manage — because there’s no point building something great if the client dreads logging into it.

We also made sure technical SEO wasn’t an afterthought. Things like metadata control, crawlability, and site health were baked in from the start. Then across the first six months, we layered in:

1. Conversion tracking for better visibility on performance
2. Page title and meta description optimisation across key pages
3. Ongoing fixes for technical issues (the kind that quietly hurt rankings if left alone)
4. A steady approach to link building — nothing spammy, just solid, relevant links

It wasn’t flashy work. But it’s the kind that moves the needle.