PROJECTS

Website Revamp &
SEO Strategy

T.O.S Distillerie’s website was created in 2019, but by 2024, it no longer reflected the brand’s positioning and lacked efficiency in driving online sales. With digital being a key sales channel, I led a full website revamp to make it:

More user-friendly: streamlining navigation and improving the customer journey.
Optimised for search engines: integrating a strong SEO strategy to increase visibility.
More conversion-focused: ensuring the site effectively turned visitors into customers.

A website isn’t just a digital storefront, it’s an experience, a journey that should feel intuitive and engaging from the moment someone lands on the page. To do this, I collaborated with a web development agency and an SEO expert, making sure the site was designed with both the user and search engines in mind.

MAIN SKILLS

PROJECT MANAGEMENT & COLLABORATION

DIGITAL STRATEGY & WEBSITE OPTIMISATION

SEO &

CONTENT CREATION

CUSTOMER RELATIONSHIP MANAGEMENT

KEY STRATEGIES

Main objectives

Increase online sales & conversion rates
Boost traffic and CTR (click-through rate)
Improve the customer journey with optimised touchpoints

Strategic Web Brief & UX Planning

To create the brief for the web developer agency and get quotations, I worked with an SEO expert. One of our priorities was structure, every page needed to be clear, easy to navigate, and optimised for SEO, so we thought through the layout before even touching the design.

Where do visitors naturally go first? How do we guide them towards a purchase without overwhelming them with content? I mapped out a framework that felt fluid and natural, making sure CTAs were placed where they made sense, not just where they "should" be.

I also anticipated challenges to avoid unnecessary costs or delays. By defining every key feature upfront, from the menu layout to product pages and the purchase funnel, we made sure there wouldn’t be any last-minute "oh, we forgot this" moments that would mean extra development fees or timeline extensions.

A great website doesn’t stop at a well-crafted page, it’s about continuing the conversation. I integrated Klaviyo as our CRM tool, allowing for personalized email campaigns, automated follow-ups, and targeted marketing based on customer behavior.

Marketing automation (flux) – This allowed for automated, personalised email campaigns tailored to customer behavior (eg: abandoned card emails, welcome series, …)

Emailing campaigns: Whether for key seasons, new product launches, or simply to nurture the relationship with consumers, our campaigns are targeted based on past interactions, such as which products they viewed last or their specific interests. This ensures more relevant messaging and stronger customer engagement.

Data analysis and A/B testing: A good campaign isn’t just launched; it’s refined. By analysing consumer interactions, I continuously optimize performance. A/B testing helps fine-tune everything from subject lines to content structure, making sure each campaign is as effective as possible.

CRM Integration & Personalisation

Content Creation

A website is only as strong as the story it tells. For T.O.S Distillerie, it wasn’t just about listing products, it was about immersing visitors in the know-how, history, and passion behind each bottle. Every word needed to reflect the authenticity, tradition, and innovation at the heart of the brand while remaining clear and engaging.

Clear, compelling copy: I wrote each page to balance storytelling with clarity and key words optimisation, ensuring visitors connected with the brand while quickly finding the information they needed.

Videos for a personal touch – To reassure and engage customers, we added videos of the CEO and distiller presenting each product, making the experience feel more personal and immersive.

Since SEO was a big focus, I used Gemini AI to refine content structure and keyword placement, because, let’s be honest, Google loves when we use its tools. But the goal was never to just "please the algorithm", it was to create content that felt natural, valuable, and engaging for real people.

Driving Traffic & Awareness

Even the best website in the world won’t work if no one sees it. To drive traffic and make the launch a success, I built a multi-channel communication plan that combined both organic and paid strategies.

Launch offers to encourage first purchases: Customers could choose a free sample with their order and later get a discount on that bottle when they received their package, boosting both initial sales and repeat purchases.

Paid social media ads – Targeted campaigns focused on spirits enthusiasts and past customers to drive traffic from day one.

Influencer collaborations: I chose spirit influencers and sent them bottles to taste, ensuring those tastings would take place around the launch of the new website.

RESULTS

The new website truly brought T.O.S Distillerie’s identity to life while driving real business impact:

Sales took off, increasing by 52% in just four months, with 38% more orders placed, proof that a smoother user experience and optimized content directly translated into revenue.

More visitors turned into customers, with a 19% boost in conversion rate, showing that the improvements in navigation, content, and CTAs paid off.

Online visibility skyrocketed, with impressions growing by 187%, meaning more potential customers discovered the brand.

To keep momentum, I added a blog section, ensuring fresh content that not only strengthens SEO but also keeps consumers engaged with new stories, insights, and product highlights.

The website is now a true reflection of T.O.S Distillerie’s universe and a key driver of brand awareness and sales. SEO and content are reviewed yearly to maintain strong performance and ensure Google keeps coming back!

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