Hey Keelan,
We're big fans of what you've built, genuinely. Started at 16, went viral, 66K followers, a brand people actually love. That's the hard bit, and you've nailed it.
So we had a proper look under the bonnet. What follows is just the marketing, brand and "getting found" corner, one slice of what we'd normally dig into. But it's a good place to start, and there's real money on the table here.
The one thing to take away
You've built a brand people love, but if someone doesn't already know your name, they can't find you.
bWOWnies wins when people search "bwownies." But for the big-money searches, things like "best brownies delivered UK" or "letterbox brownie gift," you're nowhere on page one. Bad Brownie, Cutter and Squidge and Chummys hoover all of that up.
Your setup is busy converting the people who already found you. It isn't being found by new ones. Fix that, and everything you've already built turns it into sales for free.
✅What's genuinely great
Build on these. You've done the expensive, hard-to-fake half.
- The brand and the story. Founder-led, real, funny. No competitor can copy "Keelan started at 16." Lean into it harder, everywhere.
- The socials. 66K on Instagram, a clean handle (@bwownies) across TikTok, Instagram and Facebook, a voice that's unmistakably you.
- The shop's machinery. Email and SMS, photo reviews, subscriptions, heatmaps. More sophisticated than most brands your size.
- Payments are spot on. Cards, PayPal and Klarna all live. Klarna in particular helps on gift boxes. No change needed here.
- A 5-star hygiene rating. Squeaky clean, rated May 2026, and currently hidden. Show it off (more below).
- Ready for AI shopping. Your Shopify store is already set up for AI shopping assistants to buy from it. You're ahead of most on this.
🔍Getting found on Google
This is where the biggest, cheapest wins are. Most of these are settings, not new work.
- Your homepage is invisible. The bit Google reads to understand your site literally just says "BWOWNIES." No "brownies," "delivery," "gift" or "UK," and no description either. It's a shop with the blinds down.
- No star ratings by your name. You've got loads of happy reviews, but they aren't set up for Google to show the gold stars in search results. People click the listing with stars. This is a switch, not new reviews.
- Your brand's "digital ID card" is blank. There's a hidden bit of code that should list all your official links (Instagram, TikTok, Trustpilot, your company) so Google and AI know they're all the same brand. Right now it's empty, so nothing joins up.
- Your shared links fall flat. Drop bwownies.com into WhatsApp or a DM and the preview just shows "BWOWNIES" twice and the web address, with no description and no photo. For a brand this fun it should be a mouth-watering brownie shot plus a line like "fudgy brownies, delivered UK-wide." A wasted first impression on every share.
- There's very little to find. You've got about 13 products and a handful of pages, so there's not much for Google to rank. The obvious money pages are missing: letterbox brownie gifts, vegan and gluten-free brownies, brownie subscription, and corporate or wholesale.
- Thin dietary content. You flag nuts on the products, but we couldn't see dedicated vegan or gluten-free info. Lots of people search "vegan brownie" or "gluten free brownie delivery," so it's a missed search as well as something worth having spelled out.
- You're missing from the roundups. The "best brownie delivery" list articles that rank on Google (and that the AI reads) don't include you. Competitors are all over them.
🤖AI search, where it's heading
More people now ask ChatGPT and Google's AI "what's the best brownie to order in the UK?" and the AI picks a few brands to recommend.
- Good news: as above, your store can already be bought from by AI shopping assistants. You're early on this.
- The catch: AI recommends the brands it sees reviewed and talked about everywhere. With around 38 Trustpilot reviews (a rival has thousands) and no spot in the roundups, AI won't suggest you on its own yet.
- Add a proper AI description. There's a little file that tells AI engines what your brand is. Yours is just the generic Shopify default. A short branded one helps them describe you correctly.
- Answer the common questions on-page. A simple FAQ section (delivery, allergens, storage, gifting) is exactly the kind of thing AI answers pull from, and it cuts your support messages too.
- Own a little data story. Something like "the UK's favourite brownie flavours in 2026," pulled from your own orders, is the sort of thing that gets you quoted and linked to.
- Get listed on Bing. It's quick, and Bing quietly powers a big chunk of the AI answers.
🏷️Your brand
Your voice is brilliant and consistent. A few things just don't quite line up.
- No single tagline. You use a few different lines across the site and socials. Pick one and hammer it everywhere.
- Your origin story wobbles. The site says you started at 16, Instagram says your Nan told you at 17, press says 2016. All true-ish, but lock one version and use the exact same words everywhere. It's your strongest asset, keep it sharp.
- Put yourself on the homepage. Your story is buried in the About page. Get Keelan and the story onto the homepage, it's the thing that sets you apart from faceless rivals.
- Show the 5-star hygiene badge. Free trust for a food brand, currently nowhere on the site.
- Make the handwritten note a "thing." Customers love it in reviews. Mention it on the product pages, it's a genuine reason to buy from you and not a supermarket.
- One-page brand guide. Lock the tagline, the story wording, the colours, the fonts and a standard bio, so everything matches across the site, socials and packaging.
📣Your socials and channels
Handle's clean everywhere, which is great. A couple of easy additions and one tidy-up.
- Small fix on the site links. Your footer social links point at single old posts rather than your actual profiles. Point them at the profiles.
- Add YouTube. Your biggest gap. Repurpose your best TikToks and a few "how it's made" clips. Google and AI both pull heavily from YouTube, so it's a search win, not just social. The content already exists.
- Add Pinterest. Perfect for food and gifting. Pins keep working for months (unlike TikTok's quick decay) and show up in Google Images.
- Set up a Google Business Profile. Free, puts you on Maps, helps local searches, and gives you a second stream of reviews. We couldn't find one for you, so it looks like an easy win.
⭐Reviews and trust
- Grow your reviews. About 38 on Trustpilot versus thousands for the big rivals. A gentle automatic "how was it?" email after each order builds them up fast.
- Switch on your review stars for Google. Your on-site photo reviews aren't set up so Google can read them (same as the stars point above). One setting, big visual win.
- Google reviews. You'll start collecting these once the Business Profile is live. They feed both Google and the AI recommendations.
🛒The shop, money and machinery
Not problems, just things worth checking, because they're either costing money or leaking it.
- That A/B testing app (Visually) could be £100 to £500 a month. Is it actually winning you sales? If not, that's an easy saving.
- Is your tracking set up properly and legally? We couldn't see Google Analytics or Google Ads tracking, or the cookie-consent banner UK law now requires when you run paid ads. Worth a look.
- Where do people drop out of checkout? You've got the heatmap tool to see it. Usually it's the delivery cost. A "free delivery over £X" line often pays for itself.
- Are your subscriptions being pushed? You've got the subscription tool installed. Make sure it's actually being offered and converting, not just sitting there as a cost.
- Add a little post-purchase upsell on the thank-you page. Easy extra revenue from people who've just bought.
One thing we'd love to do 📈
We'd genuinely love to get into your traffic and your checkout drop-offs properly. From the outside we can see the setup, but not the numbers. With a look inside your analytics we could show you exactly where people are leaving, which traffic actually turns into orders, and where the quickest sales wins are hiding. It's usually the single most eye-opening thing we do with a shop, and it's where the fast money tends to be.
📋Everything, in one list
Roughly in priority order. Most of the top ones are quick, free, and would make a real difference.
| Do this | What you get |
|---|
| Getting found on Google |
| Fix the homepage title and description | Show up for "brownie delivery / gift" searches |
| Turn on star ratings in Google | Gold stars by your name means more clicks |
| Fill in the brand "ID card" links | Google and AI see all your profiles as one brand |
| Add a share photo and description | Your links look tasty, not flat, when shared |
| Build the missing money pages (gifts, vegan, subscription, wholesale) | More ways for buyers to find you |
| Add allergen and dietary info | Compliance plus "vegan / gluten free brownie" searches |
| Get into the "best brownie" roundup articles | Where Google and AI pick their recommendations |
| Brand and trust |
| Show the 5-star hygiene badge | Instant trust for a food brand |
| Lock one tagline and one version of your story | A sharper, consistent brand |
| Put Keelan and the story on the homepage | The thing rivals can't copy |
| One-page brand guide | Everything matches everywhere |
| Reviews and channels |
| Switch on a review-request email | More reviews means more sales and AI mentions |
| Set up Google Business Profile | Free traffic, Maps, more reviews |
| Add YouTube and Pinterest | New audiences that also feed Google and AI |
| AI search |
| Add a branded AI description and FAQ pages | AI can describe and recommend you correctly |
| Own a simple data story from your orders | Gets you quoted and linked to |
| Get listed on Bing | Feeds a big chunk of AI answers |
| The shop |
| Check the A/B app is earning its keep | Stop overspending |
| Check tracking and cookie consent | Accurate numbers, and legal with paid ads |
| Find and fix the checkout drop-off | Recover sales you're losing at the last step |
| Push subscriptions and add a post-purchase upsell | More repeat and per-order revenue |
| Housekeeping to review |
| Cookie consent banner + ICO registration | The right side of data-protection rules |
| Check Returns / Refund and Terms are published and linked | Legally covered, and trusted before a first order |
| Full allergen list on every product | Safe, legal food selling online |
| Confirm Companies House ID verification | No filings held up |
🛟A few housekeeping bits worth a review
Nothing here is meant to alarm you, and some may already be sorted. But these are the compliance and quality items we'd always get a second pair of eyes on, so they're worth a proper review.
- Cookie consent. We couldn't spot a cookie-consent banner from the outside, yet the Facebook and TikTok tracking pixels are firing. UK rules say those need permission before they load, so if there isn't one running it's worth sorting (and it ties in with the tracking / consent point earlier).
- ICO registration. Any business handling customer data (orders, email and SMS marketing, pixels) has to be registered with the ICO and pay a small annual fee (around £40 to £60). Worth a quick check that this is in place.
- Session recording notice. The heatmap tool records visitor sessions, which should be mentioned in the privacy or cookie policy and sit behind consent.
- Marketing opt-in. Worth confirming the email and SMS sign-up is a genuine tick-to-join (nothing pre-ticked), which keeps you the right side of the rules.
- Returns and Terms. We couldn't spot a Returns / Refund or Terms link from the outside, though they may well be set within your Shopify policies or checkout. Worth a quick check they're published and easy to find, because even though fresh food is mostly exempt from the usual returns rules, you still need to say so, and customers look for it before a first order.
- Full allergen labelling. Your products flag nuts, which is great, but there isn't a full allergen list on each product. For online food orders the rules require the full allergen info to be shown before someone buys and included with the delivery. This is a safety and legal one, so worth getting complete.
- Ingredients, storage and best-before. Worth making sure these are clear on the product pages and packaging, alongside the allergens.
- Companies House ID check. Companies House showed an identity-verification step as due under the new rules. Probably already sorted, but a two-minute check means no filings get held up.
The good news: your 5-star hygiene rating means the hard, important part is already spot on. Most of the above is paperwork and settings, and it's exactly the sort of thing we'd tidy up as part of a proper review.
🔭Zooming out, this is just one corner
Everything above is the marketing and brand slice. It's genuinely just a taster, because what we do as a business goes well beyond marketing.
We operate alongside a business, bringing an outside perspective and an "eyes on" approach. Rather than focusing on one function, we look across the whole thing to spot what's working well, where the opportunities are, and where a bit of attention would make the business stronger.
How that looks flexes entirely to what you want and what the business needs. It might be a sounding board and consultant. It might be a founder or company advisor. It might be a non-exec or board-level perspective. It might be stepping in hands-on as an interim operator or managing director for a while. Some founders want one area looked at, others want someone across the whole business. It's a broad range on purpose, because no two founders or businesses need the same thing.
Every founder gets close to their own business over time, that's completely natural, and a lot of the value is simply taking the blinkers off, asking the questions that haven't been asked yet, and bringing an objective view from having built and advised plenty of businesses before. Sometimes we'll have the answer or the experience to fix something directly. Sometimes the job is to spot the issue, define it properly, and work out the best way forward with you. And where the business genuinely needs a specialist or an extra pair of hands, we can find, introduce and work alongside the right people too.
The method is the same whatever the goal, whether it's growing revenue, improving profit, tightening operations or getting investor or lender ready: understand where the business is today, get clear on where you want it to get to, then build a practical plan to bridge the gap, and leave it stronger than we found it.
🏛️Who we are
Muswell Rose operates at the intersection of commercial strategy and modern systems. Old-school commercial discipline applied to new-school environments, including AI.
We're the consultancy at the heart of a small group. A lot of what we do starts with a conversation rather than a brief. Someone comes to us with an idea, or half an idea, a product that's stalled, or a business that works but has hit a ceiling. We get in alongside them and help take it from where it is to where it should be. Sometimes that's advice, sometimes hands-on build, often both. Because we build and run our own brands in these markets too, we test what we recommend before we recommend it.
Muswell RoseThe consultancy at the centre of it all
LionCrown XThe websites, platforms and tech we build and run ourselves
Rank4AIOur AI-search agency, making brands findable and cited by AI
Aston RowTraditional marketing services
Best Business LoansOur commercial-finance side
🧭Where we can help, well beyond marketing
Marketing is one slice. This is the fuller picture of what we get into. It's genuinely broad on purpose, because a business is a whole system and the biggest wins often sit between the boxes, not inside them. Not all of it matters to bWOWnies today, but it's a sense of how much further it goes.
Commercial growthThe revenue you're leaving on the table: new products and lines, pricing, bundles and upsells, subscriptions, wholesale, new segments and markets, partnerships, referrals and lifetime value.
Marketing & brandPositioning, brand and authority, trust signals, PR, SEO, AI search, content, social, paid, reputation and reviews, and turning website visitors into buyers (this report).
Customer experienceThe full journey from first click to loyal regular: enquiry, onboarding, comms, support, retention, churn and the quiet pain points that cost you orders.
Sales & conversionHow interest turns into sales: response times, follow-up, quoting and the leaks between someone wanting to buy and actually buying.
OperationsProcess mapping, bottlenecks, the manual jobs eating your week, standard ways of working, handovers and automation, so it runs smoother the bigger it gets.
Technology & AIThe right tools, automation, systems that actually talk to each other, customer portals, dashboards, and AI used where it genuinely saves time or makes money.
Financial healthThe commercial picture, not the bookkeeping: margins, cash flow, working capital, product and customer profitability, revenue mix, forecasting and funding.
Cost & efficiencyWhere money quietly leaks: suppliers, duplicated software, payment fees, marketing ROI, and what's better automated, outsourced or brought in-house.
StrategyWhere the business is, where it should be, what's holding it back, what to stop, what to double down on, and what would make it worth twice as much.
InnovationNew revenue streams and business models, digital products, memberships, market gaps, competitor weaknesses and first-mover opportunities.
PeopleTeam structure, roles and accountability, first and next hires, skills gaps, leadership, incentives, training and culture.
Data & intelligenceWhat's worth measuring, simple dashboards and KPIs, customer insight, and keeping an eye on the market and the competition.
Whether the goal is growing revenue, improving profit, scaling operations, raising money or just getting a bit of time back, the approach is the same. We understand where you are, agree where you want to get to, and help bridge the gap. A tidy website is one outcome. A stronger, more valuable business is the real one.
Where we come in
You've built something special more or less on your own. Our pitch is simple: you shouldn't have to carry all of it solo. Whether it's just the marketing, or a proper look across the whole business, it flexes to whatever you actually need.
If any of this is useful, let's grab a coffee and walk through it properly. No hard sell. And if you're up for it, a deep dive into your traffic and drop-offs would be a brilliant place to start together.
Either way, keep baking. The brownies are unreal.
Cheers, Adam