DJ Haggett Client Story: 15 Years of SEO and Website Strategy for a Premium Devon Caterer

My relationship with the business spans more than 15 years, and during that time I have delivered four full website rebuilds. Each one reflected where the business was at that moment and each one pushed them forward, not backwards.

The brief has never been about chasing design fashions, it has always been about one thing: staying visible, credible and bookable in a competitive local market.

Why fixed catering packages stopped working for modern customers

As the business matured, customer expectations changed. Earlier versions of the site were built around fixed catering packages, which worked well at the time, but over the years enquiries became more specific. Clients wanted flexibility and more control over what they were booking.

At the same time search behaviour evolved. Organic search remained critical, but results pages became more crowded and more answer led. More recently, AI summaries began answering questions before users even clicked.

For a premium caterer invisibility means lost bookings and friction in the enquiry process means customers go elsewhere.

The challenge was clear:

• Maintain top tier local visibility
• Keep conversion performance strong
• Remove friction from the booking process
• Future proof the site for AI driven search

Rebuilding the website around how customers actually choose catering

Does this help the right customer make a booking enquiry? That question guided every decision.

This was not a cosmetic redesign and we stripped the site back to how people actually choose catering. Not by rigid packages, but by building a menu that fits their event.

The solution was a shift to an à la carte selection builder which allowed customers to explore options naturally, combine elements freely, and understand value without confusion.

Search first mindset:

• Fast, clean code and strong Core Web Vitals
• Clear service and location targeting across Devon
• Structured content designed to answer real customer questions
• Schema added to help search engines and AI systems understand offerings clearly
• A layout that guides users from inspiration to enquiry without pressure

The results: stable visibility, qualified enquiries

Across every iteration, the outcome has been consistent. DJ Haggett has remained at the high end of local search results for their sector. Visibility has been stable through multiple Google updates and into the current AI driven search landscape.

The website performs commercially. Enquiries are qualified. Conversations are meaningful. Bookings follow.

What's next in the DJ Haggett partnership

The partnership continues.

DJ Haggett has now moved onto the Growth monthly SEO package. This reflects where the business is today, not a change of direction but a deepening of what already works.

The focus is ongoing improvement rather than reaction. Strengthening AI visibility. Expanding structured data. Monitoring how search behaviour continues to shift and adjusting early, not late.

After more than 15 years, the goal remains the same as it was at the start. Stay visible. Stay credible. Stay booked.

A practical example of how this works in the real world

You can see this approach in action on the DJ Haggett website.

Visit Hog Roasts Devon and try the intuitive à la carte menu builder for yourself.

It is a simple idea, executed properly. Design and functionality working together to support bookings, not get in the way.

If you want a website that lasts, adapts, and continues to generate real enquiries year after year, this is the model.

If you're looking for a digital partner who thinks in years, not campaigns, let's talk.

Book a free discovery call and find out what's possible.