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 working too hard to be found. From what we can see, the bit of text Google reads to understand your homepage just says "BWOWNIES," with no "brownies," "delivery," "gift" or "UK," and no description sitting behind it. Worth a check, because it's like a shop with the blinds half down.
- Review stars may not be showing in Google. You've got loads of happy reviews, but from the outside it doesn't look like they're set up for Google to show the gold stars in search results. People tend to click the listing with stars, and it's usually a setting rather than new reviews.
- Your brand's "digital ID card" looks unfinished. 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. It looks like it hasn't been filled in yet, so worth joining that up.
- Your shared links fall a bit 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 could be a mouth-watering brownie shot plus a line like "fudgy brownies, delivered UK-wide."
- There's not a lot for Google to find. As far as we can see it's around 13 products and a handful of pages, so there isn't much to rank. Some obvious pages look like they're missing too: letterbox brownie gifts, vegan and gluten-free brownies, a brownie subscription, and corporate or wholesale.
- Dietary content looks thin. You flag nuts on the products, but we couldn't see dedicated vegan or gluten-free info from the outside. Lots of people search "vegan brownie" or "gluten free brownie delivery," so it's a missed search as well as something worth spelling out.
- We couldn't see you in the roundups. The "best brownie delivery" list articles that rank on Google (and that the AI reads) didn't seem to include you, whereas competitors are all over them. Worth getting onto 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 not much presence in the roundups, it's unlikely to suggest you on its own just yet.
- Add a proper AI description. There's a little file that tells AI engines what your brand is. Yours looks like 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.
- Are you currently A/B testing? We noticed an app called Visually on your store, which is used for A/B testing (running two versions of a page to see which one sells better). It's a handy tool but usually one of the pricier ones, so if it's not actively being used it may just be costing money in the background. Worth a quick check.
- 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 worth doing together
From the outside we can see the setup, but not the numbers. A proper look inside your analytics would show exactly where people are dropping off, which traffic actually turns into orders, and where the quickest wins are. It tends to be the most useful first step with any shop, and usually where the fast money sits.
📋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.
The bigger picture
The snapshot in the other tab is just the marketing and brand slice, and it's genuinely a taster. Here's the fuller picture of what we do as a business.
We build. We fix. We advise. We partner.
Most businesses don't fit neatly into a consultancy engagement. Some need strategic advice. Others need someone to help solve a specific problem. Some need an experienced pair of hands to work alongside the founder for a period of time. Others need a long-term partner to help build the next stage of the business.
That's how we work. We operate somewhere between consultants, commercial advisors, board advisors, interim leadership and strategic partners, adapting our role to what the business actually needs rather than forcing it into a fixed model.
Our role is simple: understand where the business is today, where it wants to get to, and help bridge the gap.
🧭What we help with
Every engagement is different, but typical areas include:
Commercial growthHelping businesses make more money.
- Growth strategy
- New revenue streams
- Pricing
- Partnerships
- New markets
- Customer acquisition
Marketing & brandMaking sure great businesses are easier to find and easier to choose.
- Marketing strategy
- Brand positioning
- Website performance
- AI & search visibility
- Lead generation
- Customer journeys
Products & servicesHelping businesses build the right things.
- Product strategy
- New product development
- Customer experience
- Service design
- Market positioning
OperationsMaking businesses easier to run.
- Process improvement
- Automation
- Systems
- Team structure
- Supplier review
- Operational efficiency
Commercial & financialBuilding stronger businesses, not just bigger ones.
- Cost reduction
- Cash flow improvement
- Business structure
- Funding readiness
- Strategic planning
- Commercial partnerships
TechnologyUsing technology where it creates genuine commercial value.
- AI opportunities
- Automation
- CRM and business systems
- Reporting
- Technology alignment
⚙️How we work
We don't arrive with a standard methodology or a 100-page report. We spend time understanding how the business really works.
We ask questions. We challenge assumptions. We identify opportunities.
Sometimes the answer is a quick fix. Sometimes it's a six-month project. Sometimes it's introducing the right people. Sometimes it's rolling our sleeves up and helping deliver it.
Whatever the engagement, our aim is always the same: leave the business in a stronger position than when we found it.
👥Who we work with
Most people come to us for one of a few reasons. They want a problem fixed. They want honest advice and to be told straight, rather than what they'd like to hear. They've got half an idea and need help shaping it. They're too close to it and need the blinkers taken off. Or they just need genuine work done, or a specific piece of work done properly.
Sometimes it's a business that's struggling. Just as often it's one growing quickly, without the right people around the founder, where taking on permanent staff isn't the right answer yet.
Typically that's founder-led businesses that are:
- Growing quickly
- Launching new products or services
- Looking to improve profitability
- Preparing for funding or investment
- Entering new markets
- Scaling operations
- Solving operational challenges
- Looking for a commercial sounding board
Whether you need advice for a specific challenge, support on a major project or an experienced partner alongside the business, we adapt our involvement to suit the outcome you're trying to achieve.
Where we come in
You've built something special, largely on your own, and you shouldn't have to carry all of it alone. Whether it's just the marketing side, or a wider look across the business, we'd shape it around what actually helps.
If any of this is useful, we'd be glad to talk it through properly whenever suits.
Adam and Oliver