When it comes to first-class food and flawless events, Going Gourmet is a name Melbourne knows and loves. But while their kitchen was firing on all cylinders, their digital presence needed a little spice. As a leading catering company servicing everything from elegant weddings to lively birthday bashes, they needed a web solution that matched their reputation—polished, high-performance, and ready to convert.
Their previous website was dated, slow, and lacked the clarity and structure needed to turn browsers into bookers. That’s where we came in, delivering a complete rebuild with a razor-sharp focus on user experience (UX) and conversion optimisation, paired with a lean Google Ads strategy to supercharge leads.
Our task was to completely reimagine the Going Gourmet website with a strong focus on user experience (UX), while simultaneously deploying a high-performing Google Ads campaign to drive high-intent traffic. The project aimed to attract event planners — often busy family members — seeking a stress-free, delicious catering solution. By streamlining the online experience and targeting search intent, we delivered a site that didn’t just look good — it converted.
Rebuild the Going Gourmet website to increase leads through a seamless user journey and strategic advertising.
- Completely redesign and rebuild the website with performance and UX at the forefront
- Improve lead generation through improved site speed, structure, and clarity
- Run targeted Google Ads campaigns to boost high-intent traffic
- Present a modern, elegant image that matches the brand's gourmet positioning
Our simple but powerful strategy was focused on getting Going Gourmet’s brand and services in front of event planners across Melbourne. This meant designing a site that worked beautifully for their core demographic—busy family members and event organisers looking to take the stress out of catering. From clearer navigation to persuasive calls-to-action, every detail was engineered for conversions.
We combined this with Google Ads campaigns fine-tuned to capture local, ready-to-book searchers, ensuring each click had the potential to become a paying client.
Web Design & UX-Focused Structure
Boosting engagement through simplified pathways that lead users directly to key catering offerings.
Web Development
Seamless technical improvements for a faster, more conversion-focused experience that inspires confidence.
Google Ads Management
Delivering Clicks That Convert into high-intent traffic and measurable ROI through well-structured, targeted paid ads.
Web Design
UX-Focused Structure
At the heart of this rebuild was the desire to make things easy. For users organising high-stress events, the last thing they want is a confusing website.
Understanding the User
Going Gourmet’s primary audience often includes family members managing key milestones—weddings, anniversaries, milestone birthdays. They needed a site that delivered clarity, simplicity, and trust.
What We Did
We prioritised intuitive navigation, clear menu layouts, and obvious paths to get quotes or speak with a specialist. Using heatmaps and behaviour insights, we designed calls-to-action where users were most engaged. Page copy was rewritten to be empathetic, helpful, and SEO-rich, especially for terms like “catering near me” and “event catering Melbourne.”
Highlights:
- Improved bounce rates by streamlining content and layout
- Rewritten copy aligned with keyword intent and brand tone
- Mobile-first responsiveness made planning easy on-the-go
This thoughtful UX-first approach created a flow that was smooth, natural, and highly effective at driving engagement.
Web Development
Going Gourmet's old WordPress site had lost its flavour.
It was sluggish, cluttered, and out of sync with the brand’s high-end image. We started fresh, developing a sleek new design that felt modern, clean, and welcoming—a digital reflection of their gourmet ethos.
The Approach
We designed with the user journey at the core. That meant clear calls-to-action, lightning-fast load times, and easy-to-find information about menus, services, and event types.
The new website architecture made it simple for users to find exactly what they needed, whether planning a wedding or searching for vegan catering near them.
Built for speed and mobile-first responsiveness, the new site provided a consistent, delightful experience across all devices.
Challenges and Solutions
One key challenge was accommodating the wide variety of catering options and events without overwhelming users. We solved this with smart categorisation, collapsible content sections, and visual cues to guide exploration.
We also ensured fast performance, resolving the previous site’s sluggishness with clean coding practices and a performance-first hosting solution.
The result? A gorgeous, goal-driven site that not only looked the part but functioned like a dream.
Google Ads
We complemented the new website with a strategic Google Ads campaign, ensuring Going Gourmet stayed top of mind for hungry event planners across Melbourne.
Initial Situation
Despite strong brand recognition, Going Gourmet wasn’t fully leveraging paid search. Our task was to tap into the power of Google Ads to generate quality leads from people actively searching for catering services.
Our Strategy
We built tightly themed ad groups targeting high-converting keywords such as “wedding catering Melbourne,” “buffet catering,” and “corporate catering Melbourne.”
Negative keywords helped reduce wasted spend, while compelling ad copy focused on trust factors and quick turnaround. We also set up conversion tracking to tie ad performance directly to bookings.
Results
- 102,135 impressions
- 583.03 conversions
This showed excellent value, with the campaign consistently delivering leads and feeding into the improved website experience to boost conversion rates. While the site saw a slight drop in overall traffic, the improved lead quality and higher conversion rate proved our strategy was hitting the mark.
Going Gourmet now has a digital presence that reflects their gourmet status and culinary excellence. With a faster, sleeker website and an intelligent paid ads strategy, they’re well-positioned to continue dominating Melbourne’s event catering scene.
From optimised UX to measurable ad results, the entire project was designed to work in harmony toward one goal: making it easier for customers to say, “Yes!” to Going Gourmet.
The end result? A meaningful lift in conversions, better user experience, and a website the client can finally be proud to call their own.