Wilsons BBQ is a passion-led British BBQ brand built around Dave McCormack’s teaching, tours, consultancy, and hire work, plus a strong YouTube presence and merch. An earlier Wix attempt never stuck; what they needed was a proper central hub that carries several revenue lines without feeling like a corporate brochure.
The challenge was structural more than decorative: a visitor might be booking a full-day class in the UK, reading up on a guided Texas trip, scoping consultancy for a restaurant kitchen, or hiring a smoker trailer for an event. Each journey gets its own clarity on the live site, while the brand still reads as one place.
What we built
Audience pathways, not a single generic funnel
The homepage leads with Texas BBQ experiences and education, then routes visitors toward BBQ classes, the Texas tour, consultancy, trailer hire, YouTube, and Shop (the Shopify store opens in a new tab). That matches how Wilsons BBQ wins work day to day: different buyers, same trusted voice.
Service pages that match real offers
BBQ classes cover full-day partner-venue sessions with external booking links where ticketing stays with hosts; private classes sit on their own route for groups and corporate enquiries. The Texas tour, consultancy, and trailer hire pages carry the detail people need (including pricing signals where it helps) and clear next steps: enquiry, mailing list, or external payment flows where those suit the business.
Performance, SEO, and business fit
Pages are kept light so they open quickly on phones and desktops, which matters when traffic arrives from search, social, or YouTube and first impressions are measured in seconds. The information architecture and on-page structure line up with how Wilsons actually makes money: distinct paths for classes, the Texas tour, consultancy, and trailer hire, so each offer can be found and understood without visitors wading through unrelated services. Contact and enquiry flows are dependable, so leads land with the team cleanly as seasons, dates, and partner links change.
SEO and ongoing growth
Beyond what sits on the site itself, the long-term wins are the usual ones for a teaching and events brand: a strong Google Business Profile around the Oxfordshire base, reviews from class guests, and keeping schedules and partner ticketing links current whenever new dates drop.
If you run a multi-offer brand like this, Wilsons BBQ is the reminder that one homepage can still speak to several audiences, as long as each offer gets a proper page and a clear next step.
