The Seymour Arms
Boasting fresh, modern cuisine and five beautiful guest rooms, The Seymour Arms provides superb overnight accommodation in the heart of North Somerset. But with the previous owners having specialised in cheap family meals, and substantial third-party booking fees squeezing their margins, the new owners asked for my help to reposition the pub’s online brand and reduce their overheads.
Impactful, intuitive design
Content Management System
Full eCommerce solution
Fully renovated in 2013 by experienced publican, Owain George of The Albion in Clifton, Bristol, The Seymour Arms boasts fresh, modern cuisine and five beautiful guest rooms providing superb overnight accommodation in the heart of North Somerset.
So during the renovation – with building work still in progress and a re-opening date approaching fast – the new owners were eager to start rebuilding their local customer base and attracting new clients from further afield so the business could hit the ground running.
Prior to the renovation, the previous owners had run things very differently before the pub eventually closed. With a reputation for cheap family meals and a host of bad reviews on TripAdvisor, the new owners faced an uphill battle to generate new business.
The pub’s old web site says it all.
In addition the new owners were using a third party booking to generate business prior to opening – costing them 20% in commissions. And with a poor on-line reputation and the old web site still online and out of their control, bookings were few and far between.
To address this I advised on getting the old site taken down, addressing the poor ratings on TripAdvisor and set about designing a completely new web site with a built-in booking system to reposition the brand and remove the burden of third party commissions.
Dark and sophisticated, the new web site reflects the warmth and intimacy of the pub’s new interior decor, with professional photography clearly demonstrating the quality of both the cuisine and accommodation now provided at The Seymour Arms.
In addition the layout offers clear, instant access to the site’s key business objectives – room booking and table reservations – in the footer to maximise conversion rates by providing a quick, convenient service for the pub’s customers.
Over £43,000 more profit potential
As well as reducing demands on staff time, specifying and implementing a built-in, bespoke eCommerce system rather than using a third party booking engine provides a potential cost saving of £43,800 a year in commissions and allows special offers to be made to guests for future direct bookings to increase repeat business.