FADO CASE STUDY
Fado is a London fit-out company specialising in intelligent commercial spaces. It started in 2022 with a brochure, which grew into a new brand and website. In July 2025 Fado brought me back for a technical SEO audit. That grew into building and running their whole digital marketing function as their acting Digital Marketing Manager.
- Google profile: 0 → 993 views a month
- LinkedIn engagement up 60%
- LinkedIn impressions up 44%
- #1 on Google for “fado fit out”
- My role
- Brand and web design (2022); acting Digital Marketing Manager (2025–26)
- Timeline
- 2022, then July 2025 to June 2026
- Scope
- Brand, website, SEO, Google Business Profile, content, LinkedIn, team training
- Deliverables
- Brand identity, website and new pages, SEO content, social system, training manuals, monthly reports
2025–26: The Work
The website was slow, and there was no way to measure marketing: no analytics, no Search Console, no Google Business Profile and no blog.
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
Result
By June 2026 Fado had gone from no way of measuring its marketing to a growing function its own team now runs.
- 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 now gets around 993 views and 317 customer interactions a month.
- LinkedIn: from February to April 2026, impressions rose 44%, engagement 60% and comments 144% on the previous period, and followers grew 10.8% to 3,038.
"Each project has been a pleasure to work with and we will continue to hire their services."
— Gavin Newburn, Director, Fado
2022: Brand and Website
It started with a brochure. Early conversations showed a bigger issue: the website didn't reflect the quality of Fado's work, and their social media had no structure.
Website Rebuild
- Redesigned for speed and clarity
- Fixed technical issues (loading, navigation, messaging)
- Implemented SEO strategy for search visibility
- Modern design that matched their work quality
Social Media System
- Content strategy based on audience research
- Design templates for brand consistency
- Posting framework they could follow
- Competitor analysis to inform approach
Team Training
- Documented processes for updates
- Trained team to manage content
- Created workflows for consistency
Approach
Both times, the work grew from a small request. A brochure in 2022 became a brand and website. An SEO audit in 2025 became a full marketing function.
The 2025–26 work ran in three phases: foundations (July to September), content and website (September to November), then social media and systems (from November). Every piece came with the documentation and training for Fado's team to own it.
What Made This Work
Measurement first. Before July 2025 there was no analytics or Search Console, so the first job was being able to see what worked.
People and projects beat generic marketing. Posts about a day on site with a project coordinator, the team at an ISO audit, and real aviation and refurbishment projects outperformed everything else.
They got capability, not dependency. Guides, templates, an approval workflow and training mean Fado's own team runs it now.
Key Insights
Projects succeed when you look beyond the immediate request. The brochure was part of a bigger issue, and so was the SEO audit.
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.
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