Songbird Wine is a lovely example of a local business I’ve been able to support over the long term. They’ve been a client since 2015, and their WooCommerce website has evolved through several designs as the business and its online shop have developed.
The latest update brought a more premium wine-shop feel to the website, alongside clearer navigation and a simpler checkout. In early 2026, I also took over the SEO, connecting improvements to the shopping experience with work to help more customers find Songbird through organic search.
A local business, a long-term relationship
Working with a client over several years gives you a useful understanding of their business. With Songbird, each new version of the website has been an opportunity to build on what works and reconsider what customers need from the shop.
The brief for the latest refresh was to give the website a more high-end wine feel while making it easier to use. The presentation needed to reflect the quality of the wines, with a straightforward route from browsing to ordering.
A more considered WooCommerce shopping experience
I updated the design to create a more premium feel, improved the navigation and streamlined the checkout. These changes work together: helping people find a wine is only part of the job if placing an order still feels like hard work.
WooCommerce remains at the heart of the site. Rather than changing platforms, the focus was on improving the experience around the existing shop and making the journey through to purchase clearer.
SEO focused on local wine searches
Since taking over the SEO in early 2026, I’ve focused on helping Songbird reach people looking for wine merchants and wine delivery in Canterbury, Herne Bay and the wider Kent area. These searches are closely connected to what the business offers and the customers it wants to reach.
The reported keyword positions supplied for this case study include:
- Spanish wine Canterbury: position 1.
- Wine delivery Herne Bay: position 3.
- Wine delivery Kent: position 2.
- Wine merchant Canterbury: position 1.
- Canterbury wine: position 2.
These are a snapshot of search performance, rather than fixed positions: rankings vary over time and by location. The more useful business outcome is that more orders are now coming through organic searches.
A 20% increase in monthly sales
Following the recent website improvements and SEO work, Songbird has reported a 20% upturn in monthly sales, alongside more orders from organic search. It’s encouraging to see a local business benefit from continued investment in both its website and its visibility.
The design, navigation, checkout and SEO have been improved together, so I would not attribute that increase to a single change. This project shows the value of considering how customers find the website and what happens once they arrive.
What this means for your online shop
An established WooCommerce website can often benefit from a fresh look at the customer journey. The right next step might be a clearer navigation structure, a more suitable visual direction or less friction at checkout, rather than replacing everything.
If you run a local business, your website and search presence should support each other. I can help with bespoke website design, WooCommerce and WordPress development and the SEO foundations of your website. Tell me about your shop and we can discuss where improvements would be most useful.
And a personal recommendation: Jonny’s wine is excellent. It’s always a pleasure to work with a business whose products you can happily recommend.