Maison Bette: brand, website and hospitality launch strategy

01 / Local SEO

Be found when someone searches for coffee in Guildford.

How Surrey residents find a café: Google Maps. "Coffee near me." "Best brunch Guildford." "Café with parking Guildford." We built the SEO strategy entirely around local search intent.

• Google Business Profile: fully optimised with menu items, photos, opening hours, attributes (dog friendly, card only, wheelchair access) and a consistent review generation strategy.
• Location pages: targeting "café Guildford", "patisserie Surrey", "brunch Guildford" where they match real search clusters.
• Schema: markup for local business, menu and opening hours so search engines can read the offer clearly.
• Photo rhythm: fresh GBP photos on a weekly cadence. Google tends to favour active listings with stronger map pack visibility.

02 / Email

Turn first-time visitors into regulars.

A monthly email to the subscriber list. One seasonal special. One new menu item. One reason to come back.

The sign-up sits on the website homepage and at the counter (QR code on the receipt). The list builds passively. The email goes out once a month. The open rate for local food businesses with a genuine voice is consistently above forty percent.

Seasonal sends timed around Valentine's Day, Mother's Day, summer menu launch and Christmas.

03 / Social and paid

Instagram is the menu for a café. Make it count.

For a café, Instagram is not optional. It is where people decide whether to visit before they have ever walked through the door.

We set up the account, created a posting framework and produced the first twelve content templates. Consistent grid aesthetic, warm tones, Playfair Display headlines over food photography.

Paid: Meta ads targeted at women aged twenty-five to forty-five within ten miles of Guildford town centre. Objective: profile visits and direction requests. Budget: £150 to £250 per month. Enough to maintain visibility without overspending for a single-site café.