Ooi Solutions · Case file

The Plough Langley

A UK-based restaurant and pub whose website was letting foot traffic do the work. We designed a warm, conversion-focused site that drives reservations and event bookings through local SEO.

theploughlangley.co.uk  ·  Mar 2024 - Present  ·  16 interventions

+210%Online reservations
+156%Local search visibility
840KSearch clicks
+94%Event booking enquiries

Source: The Plough growth & performance report - GA4, Google Search Console and lead tracking, Mar 2024 → Jun 2026.

Admission notes

A village pub with a digital problem

The Plough Langley is a traditional English pub and restaurant in Buckinghamshire, relying on walk-ins and word-of-mouth. Their website was an afterthought - a basic template with a menu PDF and a phone number. No bookings, no events page, no local SEO presence.

The situation

  • Established village pub with loyal local following
  • Expanding into private events, Sunday roasts and seasonal menus
  • Competing with chain restaurants and delivery platforms online
  • Zero booking capability - all reservations by phone only

What stood in the way

  • Template website with no mobile optimisation
  • Menu served as a PDF - invisible to search engines
  • No Google Business Profile optimisation
  • Event and function room pages non-existent
  • No structured data for opening hours, location or reviews

Scope

16 interventions, four workstreams

Documented in full in the Plough growth & performance report.

Web design

  • Warm, hospitality-first visual redesign
  • Online reservation system integration
  • Event and function room landing pages
  • Mobile-first responsive across all devices
  • Atmospheric photography throughout

Local SEO

  • Google Business Profile overhaul with photos and posts
  • Local directory and pub guide submissions
  • "Near me" and location-based keyword targeting
  • Review generation and response strategy
  • NAP consistency across all listings

Content & menu

  • Menu converted from PDF to HTML pages
  • Seasonal menu landing pages with structured data
  • Blog for events, specials and community news
  • FAQ schema for common pub queries
  • Internal linking between menu, events and location

Technical SEO

  • Core Web Vitals optimisation
  • Image compression and lazy loading pipeline
  • Schema markup - restaurant, event, review
  • Mobile usability fixes across breakpoints
  • Local business structured data implementation

Before & after · the pages

What changed, page by page

These are the live Plough pages as they were, and as we rebuilt them. Screenshots come straight from the client performance report.

01

Homepage

A static signpost with no reason to stay.

Before
The Plough homepage before redesign: outdated template with slow load and no booking functionality
  • Static page with a phone number as the only CTA
  • Low-resolution hero image with no alt text
  • Menu linked as a PDF download
  • No online booking, no event page, no email capture
After
The Plough homepage after redesign: warm hospitality design with reservation CTA and atmospheric imagery
  • Hero with atmospheric photo and "Book a Table" CTA
  • Featured dishes and seasonal highlights above the fold
  • Event promotion strip with upcoming dates
  • Location, hours and contact in a clean footer
03

Events & Functions

A revenue stream with zero online representation.

Before
  • No events page - information only available by phone
  • Function room details mentioned in passing on About page
  • No photos of the space or setup options
  • No enquiry form for private bookings
After
  • Dedicated events page with venue photography
  • Capacity info, packages and pricing tiers
  • Multi-step enquiry form with event type and date
  • Upcoming events calendar with schema markup

Screenshots: The Plough growth & performance report.

Core Web Vitals

The vitals, before and now

Google's threshold for a good LCP is 2.5 seconds. The menu page was nearly five times over it.

Baseline
11.6sLCP
4.3sFCP
6.2sSpeed Index

Where those 11.6 seconds went

TTFB6%696ms
Load delay48%5,568ms
Load time42%4,872ms
Render delay4%464ms

Source: Core Web Vitals baseline audit for theploughlangley.co.uk.

Today · assessment passed
1.4sLCP
90msINP
0.02CLS

Other notable metrics

First Contentful PaintGood0.5s
Time to First ByteGood0.2s

Source: PageSpeed Insights, 15 Jul 2026 - real-user field data.

Read this carefully

The 11.6s baseline is a Lighthouse lab test of the menu page. The 1.4s is field data for the homepage. A like-for-like re-run under controlled conditions would close the loop completely.

Still on the list

Lab performance sits at 68: render-blocking requests (~290ms), 156KiB unused JavaScript and 8 long main-thread tasks all remain open items.

Results

What the redesign delivered

Every chart below is lifted from the client performance report, drawn from GA4, Google Search Console and lead tracking.

Lead generation performance overview

Mar 2024 → Jun 2026

Google Analytics chart showing The Plough lead generation performance rising steadily from March 2024 to June 2026

Total leads over time

Monthly, Mar 2024 → Jun 2026

Line chart of The Plough total leads per month, showing strong growth in reservations and event enquiries

Year-over-year growth by channel

Mar & Jun, 2024 vs 2025

Year-over-year growth by channel for The Plough, showing significant gains in local and organic traffic

Evidence

The traffic engine behind the bookings

Local search visibility and audience growth, straight from the consoles.

Google Search Console - clicks & impressions

840K clicks · 12.4M impressions · 6.8% average CTR · average position 5

Google Search Console chart showing 840K clicks and 12.4M impressions trending upward through June 2026

Sessions, page views & new users

Google Analytics · monthly

Bar chart of sessions, page views and new users rising together each month for The Plough

Retention

Growing returning visitor base

Retention overview showing growing returning visitor numbers for The Plough

Ooi Solutions

We do this for hospitality at scale.

16 interventions, +210% online reservations, 840K search clicks - and every number on this page can be checked in GA4, Search Console or PageSpeed Insights. That's the point.

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