WorkCase study
Fado Fit Out
A London fit‑out contractor's digital marketing, built from scratch and handed over to its own team.
01The challenge
Fado's website was slow, and there was no way to measure its marketing.
No analytics, no Search Console, no Google Business Profile and no blog. It began with a technical SEO audit.
02The work
Fado's digital marketing was built from scratch, with the guides and training for its team to own it.
Foundations first, then content and search, then social media and systems.
Everything that was included
Foundations
- Technical SEO audit, then fixes to the website's speed, security and enquiry forms
- Google Analytics, Search Console and a Google Business Profile, set up from scratch
- A blog and Insights platform, and a Divi design system so the team can build pages themselves
Content and search
- Keyword and competitor research on London fit-out and refurbishment terms
- SEO articles, including “Office Fit Out: The Complete 2026 Guide for London Businesses”
- New Furniture, ESG and Projects pages
Social and brand
- A LinkedIn-led social strategy, a template system and a content calendar with team approvals
- A brand voice guide and a 6–12 month marketing roadmap
Team
- A WordPress user guide and training manual
- Training in WordPress, SEO, Divi, photography and video
- Weekly marketing calls and monthly reports
03The result
By June 2026 Fado had gone from no way of measuring its marketing to a growing function its own team now runs.
- +60%LinkedIn engagement
- +43%LinkedIn impressions
- 52.2KGoogle search impressions
- #1on Google for “fado fit out”
Each project has been a pleasure to work with and we will continue to hire their services.
Gavin NewburnDirector, Fado Fit OutThe figures in full
- Search: 52,200 impressions and 2,180 clicks from Google since July 2025, and #1 for “fado fit out”. Non-branded searches such as “commercial fit out Manchester” are starting to show.
- Local: a Google Business Profile built from nothing had 993 views and 317 customer interactions from January to June 2026.
- LinkedIn: from February to April 2026, impressions rose 43%, engagement 60% and comments 144% on the previous period, and followers grew by 155.
04What made it work
Measurement first, then people and projects.
Posts about real projects and the people on site outperformed everything else. Guides, templates and training mean Fado's own team runs it now.
Key insights
- Projects succeed when you look beyond the immediate request. The SEO audit was part of a bigger issue.
- Systems create lasting value. One-off deliverables only go so far. A website without SEO is incomplete. Social templates without strategy don't work.
- Training the team means they're self-sufficient. They only need help when they're ready for the next level, not for day-to-day management.
Next step
Find out what to fix first, in a free 30-minute call
Book a free 30-minute call
Taking on new clientsThe call covers
- Where your website loses enquiries
- How you show up on Google locally
- What to fix first, and what it costs
Prefer email?
Write to Matt Lok directly about your website, Google or social media.
hey@metalabs.global