Long Beach Seafood Official Website
Case Study: Revamping the Long Beach Seafood Official Website
Overview
The Long Beach Seafood corporate website was outdated, poorly optimised, and managed by an external vendor with limited flexibility. Updates were restricted to static PDF uploads of menus and promotions, with no SEO strategy or technical scalability. This limited both discoverability and customer engagement.
My role is to lead the full website revamp project, integrating SEO, UI/UX improvements, and automation features, while aligning with business goals.
Skills & Tools Applied:
Web Development:
WordPress, custom templates
SEO & Analytics:
Keyword research, on-page optimisation, Google Analytics tracking, Trained AI chatbot for automated customer service
AI Integration:
WhatsApp
UI/UX Principles:
Responsive design, landing page optimisation
Team Training:
Knowledge transfer to marketing executives for self-sufficiency
Challenges
Approach
Website Rebuild
Terminated reliance on external vendor, rebuilt site architecture for scalability.
SEO & Content Strategy
Implemented structured content and keyword-driven landing pages for high-traffic events (Chinese New Year, Mother’s Day, Father’s Day).
Team Enablement
Trained in-house marketing team to manage content updates independently.
Landing Page Campaigns
Designed and deployed seasonal campaigns that consistently ranked on Google Page 1.
AI-Powered Automation
Integrated an AI-powered WhatsApp Customer Service Ambassador, providing 24/7 customer support.
Future Roadmap
Exploring Agentic AI for deeper CRM + reservation system integration.
Results
+100% improvement in search visibility: Landing pages ranked on Google Page 1 for targeted keywords.
Higher booking conversions: Seasonal campaigns drove full restaurant bookings well in advance of key festive periods.
Reduced vendor dependency: In-house team now manages frequent updates without delays or added costs.
AI-enhanced customer service: WhatsApp chatbot reduced manual workload, provided faster response times, and improved customer satisfaction.
Scalable foundation: Site now ready for deeper CRM and AI integrations.
Key Takeaways
This project proved my ability to:
Apply technical SEO and UX principles to drive measurable business results.
Implement AI-powered automation to solve customer service bottlenecks.
Bridge the gap between business operations and digital technology.
Train teams to adopt and sustain new systems.