La Royale
Restructured from a one venue brochure into a two location events group, with a page per venue and one tagged enquiry route.
La Royale: From One Banqueting Hall To A Two Venue Group
The brief
La Royale had spent twenty years hosting weddings, christenings, galas and corporate events under one roof in Cricklewood, north London. The business was changing shape. Rather than opening more buildings of its own, it was taking its in-house team into distinctive venues that already exist, starting with a countryside golf estate in Welwyn Garden City, Hertfordshire.
The website had not caught up. It was still a single venue brochure with one address, one set of rooms and one enquiry form, and nothing on it a Hertfordshire couple would recognise as being for them.
The build
Built in WordPress on the theme the client already had, so the budget went into structure, content and photography rather than into rebuilding a front end that was working.
The site was restructured around location first. Each venue now has its own page carrying its own rooms, capacities, photography and travel detail: the Ivy Suite, Sala Room and Brent and Camden Rooms at Cricklewood, and the Salisbury Suite, lakeside ceremony and Terrace at Welwyn Garden City. Two event-type pages, weddings and corporate meetings, sit across both, so a couple and a conference organiser each land on something written for them instead of a shared catch-all.
Enquiries run through one form with a location selector. The business keeps a single inbox, and every enquiry arrives already tagged to a venue, or to “not sure yet” when the couple has not chosen one.
The technical SEO was built in rather than bolted on. Both location pages ship EventVenue and PostalAddress structured data so each venue can be read as a real place with a real address, and the pages that attract the most repeated questions carry marked-up FAQs. Titles and descriptions are written per location, not templated across the site.
The photography is the client’s own. Their existing library was cut to the rooms and moments each page needed, then renamed descriptively so every image file says what it shows.
The result
The site now behaves like a two venue group rather than one venue with a second address bolted on. Each location has a page that can be found on its own name and its own town, each event type has a page that answers its own questions, and every enquiry lands labelled with the venue it belongs to.
The Welwyn Garden City details are still being finalised with the venue, and the structure was built so that filling them in is an edit rather than another rebuild.
Opening a second location?
A site built for one address rarely stretches to two on its own.
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