Website Rebuild, Brand System & Search Programme for Emporia
A full website rebuild, brand system and search programme for Emporia General Trading, a Dubai supplier of hospitality goods to hotels and resorts. The new site went public in August 2026. By October its average Google position had moved from 37.7 to 18.4 and monthly impressions had reached 3,321, with its category pages starting to earn clicks of their own.
Emporia supplies FF&E, OS&E, linen, electricals and F&B distribution to hotels and resorts, but its website gave buyers little to read. Pages below the main hubs had no copy of their own and the blog had been quiet for about two years. There was no analytics of any kind, and no structured data on the pages we sampled, so the business could not measure what the site was doing.
- 01
Rebuilt the site on a new deep-green design system, with a heading typeface the client chose from a seven-option specimen, and a motion pass done after focus and reduced-motion support were in place.
- 02
Built dedicated category pages for F&B distribution, OS&E, FF&E, linen and electricals, then deepened them from the client's approved decks, including a cold-chain flow for F&B and a specify, sample, approve and re-run flow for linen.
- 03
Delivered the brand foundations: a brand deck, a brand pack and stationery, all from one system.
- 04
Rebuilt the Projects page as a filterable gallery of 63 projects, and added a Group Companies hub and six Insights articles.
- 05
Stood up GTM and GA4 with key events for enquiries and WhatsApp clicks, connected Search Console, and prepared a Google Business Profile build pack and a 90-post LinkedIn programme for the client's team.
- Five category pages built around how hotel buyers search
- Deep-green design system and full brand foundations
- Filterable gallery of 63 projects
- Group Companies hub and six Insights articles
- GTM and GA4 with enquiry and WhatsApp key events
- 1,719-item catalogue built and awaiting release
The site is public, indexable and measured, with 26 live URLs. Average Google position improved from 37.7 in August to 18.4 in October 2026. Monthly impressions grew from 808 in a part month to 3,321, and non-brand impressions from 368 to 1,578. The OS&E and F&B distribution category pages now earn the most clicks after the homepage, and "os&e" ranks on page one on average. A full product catalogue of 1,719 items and a redirect map covering 290 old URLs are built and awaiting release.
Web, brand and search delivered as one programme for a B2B supplier, on a retainer that keeps shipping. Each release gives hotel buyers more to read and gives Google more to rank.
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