Blacksmith Provedore
Redesigning for a better user experience and integrating with Square POS for a better staff experience
Blacksmith Provedore is a dynamic restaurant brand offering a range of services, including takeaway pizza, cook-at-home meals, restaurant bookings, and special events. With two locations in Albury and Mulwala, Blacksmith Provedore needed an online platform that could handle the complexity of multiple venues and offerings while delivering a seamless user experience.
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Our objective was to enhance the online experience for users, improve organic SEO to drive more traffic, integrate Shopify and Square effectively without incurring high ongoing costs and simplify the user journey across venues and offerings.




The Challenge
Blacksmith Provedore faced several challenges with their previous online setup:
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Disconnected User Experience: The existing website struggled to provide a seamless journey across multiple offerings and venues.
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Limited SEO Performance: Organic search traffic was underperforming, limiting growth opportunities.
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Integration Complexity: Managing Shopify and Square with a cost-effective solution was essential for operations.
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Scalability: The system needed to cater to takeaway pizza, cook-at-home meals, and restaurant bookings without overwhelming users.




Approach
To meet the objectives, MJ Digital implemented a multi-faceted approach:
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Shopify Website Build:
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Designed and developed a user-friendly Shopify store optimized for performance and SEO.
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Created intuitive navigation to differentiate and streamline offerings, including takeaway pizza, cook-at-home meals, bookings, and events.
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Implemented location-based features to allow users to toggle between Albury and Mulwala venues.
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Klaviyo Setup:
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Integrated Klaviyo for email marketing to personalize communications and drive repeat business.
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Set up automated flows for order confirmations, abandoned carts, and promotional campaigns.
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Developed segmented audiences to cater to different user interests and behaviors.
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Shopify to Square Order Sync:
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Used Zapier to create a seamless order sync between Shopify and Square, ensuring accurate inventory and order management across both platforms.
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Focused on cost-efficiency by avoiding expensive third-party solutions while maintaining robust functionality.
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SEO Optimization:
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Conducted keyword research tailored to Blacksmith Provedore’s target market.
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Optimized site structure, meta tags, and product descriptions to enhance search engine visibility.
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Leveraged blog content and landing pages to drive organic traffic for bookings, takeaway, and events.
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TBC
Liz McNaught - Owner
The Results
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Improved User Experience: Customers now enjoy a smooth, cohesive experience, whether ordering takeaway, booking a table, or purchasing cook-at-home meals.
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Increased SEO Performance: Organic traffic improved significantly within the first three months of launch, driving more bookings and sales.
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Seamless Integration: Shopify and Square operate harmoniously, with automated order sync reducing manual errors and saving time.
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Enhanced Scalability: The website accommodates all offerings while making it easy for customers to navigate between venues and services.
Key Platforms Used
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Shopify: The backbone of the new website, enabling e-commerce capabilities and a customizable user experience.
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Klaviyo: A powerful email marketing tool for customer engagement and retention.
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Square: For in-person transactions and inventory management.
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Zapier: Bridging the gap between Shopify and Square without heavy ongoing costs.
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Conclusion
MJ Digital’s strategic and results-driven approach delivered a robust online platform for Blacksmith Provedore, enhancing user experience, improving SEO performance, and integrating key platforms seamlessly. This case study highlights our commitment to creating solutions that balance innovation with practicality, ensuring long-term value for our clients.
Platform: Shopify, Square, Klaviyo, Zapier
Time for build & Design: 4 weeks