Sapphire & Lace
A small business that served the Pittsburgh area was struggling to convey a new service offering. Our team identified digital as the best channel to promote it and transformed their website into a revenue-generating sales and marketing vehicle.
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They Had Several Needs
Self-Serve scheduling solution
Sapphire & Lace saw the Flower Cottage as a major asset and alternate revenue stream.
The venue was located in the building they already used as their workshop so it was not an additional strain on their resources, however their system for renting it out was inefficient.
home page that Captures Their Offerings
Sapphire & Lace had a homepage that conveyed their brand, but it didn’t fully capture their offerings.
They wanted a visually striking home page that would show off their craft, clearly tell their brand story, and prompt users to follow one of two journeys: Either book Sapphire & Lace’s floral services for their wedding, or book the Flower Cottage rental as an event space.
The CASTUS Approach
We applied our three-step approach to their Digital Store Front, which equipped Sapphire & Lace with a capable online-facing strategy, ensured they were prepared for success, and ultimately developed web pages that drove sales and automized their renting service.
Strategy
Identify necessary webpage optimizations in order to create better customer journeys and a more efficient renting process for the Flower Cottage.
Readiness
Recommend the most appropriate self-service scheduling tool, effective page layouts, and necessary features to ensure conversions.
Execution
Implement the necessary changes to align the webpages with the proposed digital strategy.
Strategy
Identify necessary webpage optimizations in order to create better customer journeys and a more efficient renting process for the Flower Cottage.
Strategy
We walked Sapphire & Lace through their desired end results and narrowed their list of website updates to the most pressing concerns.
We agreed upon a new Homepage and Flower Cottage detail page with a scheduling solution as their main projects to prioritize.
Create self-serve scheduling
- Streamline booking process
- Clarify offerings
Optimize homepage
- Clarify offerings
- Create two journeys to convert visitors
- Simplify purchase/scheduling
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Readiness
We created a list of necessary features to implement on both pages. We researched all possible solutions to integrate self-service booking on their current website platform, Squarespace. We concluded that using the native Squarespace scheduling tool would allow them to create a form that would meet all their requirements while remaining cost-effective.
Homepage
- Strong opening images
- Clear but concise descriptions of services offered, including floral design and the Flower Cottage rental space, with imagery and calls to action (CTA) leading to more info
- Introduce the team and drive users to consultation
Flower Cottage
- Clear CTAs to book throughout the page
- Outline venue features and amenities, location, and use cases for the rental space, backed by stunning visuals
- Explain what is include in a standard rental of the cottage
- Explain what users can add on for an additional cost and encourage upsells
- Highlight customer reviews and testimonials
Execution
Sapphire & Lace was ready to proceed with updates! They knew:
- What pages they needed on their website
- What each page needed to optimize conversions
- How to efficiently rent the Flower Cottage using the Squarespace scheduling tool
However, Sapphire & Lace didn't have the bandwidth or expertise to complete these projects. CASTUS executed design and development to implement the strategy we had outlined using our creative and technical resources. This serves as a key differentiator between CASTUS and other consulting firms - While we strongly emphasize building the right strategy to serve as a foundation for future efforts, we also serve as leaders in carrying out said plans to ensure they meet each client’s individual needs.
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Results
Sapphire & Lace's biggest takeaways from working with CASTUS were the efficiency of scheduling and clarification of offerings we provided through their website, which dramatically simplified the management of their Flower Cottage. It prepared their website for the post-COVID event flood, allowing them to secure eight times more bookings than the year before, and successfully promoted the sales of upgraded services and add-ons.
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