Martin Grinnell Funeral Services
Funeral Directors
UI / UX
Website Design
Website Development
SEO
Martin Grinnell Funeral Services is a family run, independent funeral directors based in Evesham. For over 28 years, they have been a trusted name in the local community. Following the passing of their founder, Martin Grinnell, the business is now proudly managed by his son Reece Grinnell, continuing their family legacy of offering bespoke funeral services in Evesham. Being a local funeral directors, they pride themselves on our personalised funeral services that reflect the wishes of the family and the individuality of the loved one being honoured.
Outdated design and weak SEO leading to low conversions
The website had become outdated and no longer reflected the quality or professionalism of the brand. Its outdated design and structure made it difficult for users to navigate, which led to poor engagement and limited conversions. Search visibility was also low, meaning the platform wasn’t attracting the organic traffic it could be. A full website redesign was necessary—not just to modernise the look and feel—but to improve usability, drive more traffic, and ultimately support the business in converting visitors into customers.
SEO re-optimization for greater local search potential.
To boost Martin Grinnell Funeral Services’ local search visibility, I executed a one-time SEO re-optimization focused on targeting high-value, non-branded keywords such as “funeral services Evesham” and “Evesham funeral directors.” While the site already ranked well for branded terms, this strategy aimed to tap into a broader local audience. I optimized the homepage with improved metadata and locally relevant content, reworked key service pages like the “Vale Crematorium” page to enhance their rankings, and created new landing pages for nearby towns such as Pershore and Broadway—each designed to capture regional search intent and drive more qualified traffic.
Improving engagement through thoughtful UX and visual design
To improve user engagement and guide visitors more effectively, I introduced several user experience enhancements across the website. I added FAQ sections to key pages to answer common queries and reduce friction, helping users find relevant information faster. Call-to-actions were refined through A/B testing, with “Speak to our friendly team” emerging as the most effective, and a clear CTA button was added to the main navigation for consistent visibility. Additionally, I incorporated high-impact video content into the hero section to create a strong first impression and visually differentiate the site from competitors.
Results
The SEO re-optimization led to a significant increase in visibility, with clicks reaching a 38% increase — and impressions marking an 385% improvement. This boost in traffic translated into better engagement and conversions, with form submissions increasing 39.5%. These results show not only a rise in visibility but also deeper user engagement across the site.
