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Peter Pizzeria
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About
Overview
Peter Pizzeria had grown considerably across its three Midlands sites, but its digital presence had not kept pace. The existing website was slow, buggy, and had not been meaningfully updated since launch. It lacked analytics, search optimisation, and any coherent structure to support multiple locations. The brief was to rebuild it entirely and produce the content to match.
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Our Strategy
Structure, Then Story
We approached this in two tracks simultaneously: the technical foundation and the brand expression. On the technical side, that meant clean booking flows, structured information architecture, search and agentic engine optimisation, and proper analytics and tracking to support commercial decision-making. On the brand side, Peter Pizzeria has a distinct personality across its locations, with a playful irreverence informed by TMNT and film culture. We carried that into the digital environment through new content shoots, hero video production for each location, and evergreen social assets, so the experience customers encounter online is continuous with the one they find in person.
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The Outcome
Measurable Ground Gained
Organic traffic to the site increased by 400%, driven by the SEO and AEO work built into the rebuild from the outset. This translated into an estimated 26% increase in leads and bookings generated through the site. Click-through rate rose by 18%, and average session engagement climbed from 42 seconds to 121 seconds, a roughly 300% improvement that reflects how much more the rebuilt experience holds attention.
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More Work
Next Projects
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