Ruby Ruby Shoes is a Dunblane-based shoe boutique that specialises in providing high-quality, fitted children's shoes. The founders of Ruby Ruby Shoes, who are also parents themselves, identified a gap in the market for children's shoe suppliers who offered personalised fittings to promote long-term foot health. The boutique offers a range of quality shoe brands for both children and women.
What We Did
Inspire Digital worked with Ruby Ruby Shoes to develop a new website and branding that reflected their unique offerings and values. Our team created a brand identity that captured the boutique's focus on children's foot health and personalised service. We designed a new logo, typography, colour palette, and brand guidelines that communicated the boutique's personality and style.
Next, we developed a new website that showcased Ruby Ruby Shoes' products and services in an organised and user-friendly manner. The website features an online booking system that allows customers to schedule appointments for professional and accurate shoe fittings.
Within the web project, Inspire was commissioned to provide a full SEO copywriting service, which involved writing original and engaging copy for the full site, including home, about, all services and advice sections. The tone needed to be friendly, fun and conversational to match Ruby Ruby’s brand persona whilst still speaking directly to their target audience; Parents and grandparents of young children.
Our copy team worked closely with the client to write in the exact voice and style that was requested whilst still targeting the relevant keywords so that the right people find Ruby Ruby for the right online searches. The copy team also worked on optimising metadata for all pages, adding internal links throughout the site and ensuring all pages were properly optimised before launch.
The final part of the project looked to improve Ruby Ruby’s local and national SEO presence. This will be an ongoing process which will involve building high-quality backlinks, updating and optimising the client’s Google My Business profile and helping them get found for the right keywords in their local area so that they consistently outrank any competition.
We also provided training to the boutique's staff to manage the website's content and update the online booking system independently and plan to hold a social media training workshop further down the line so the client can improve their online presence further even after Inspire’s work is finished.
Inspire Digital successfully delivered a new brand identity and website for Ruby Ruby Shoes that communicated the boutique's commitment to promoting children's foot health and offering personalised service.
The copywriting matched the desired tone of voice and positioned Ruby Ruby as a friendly, welcoming Children's Shoe provider who takes great pride in offering an expert measuring and fitting service. The finished copy, and the site as a whole, reflect Ruby Ruby as a caring and inviting children's shoe shop that has a particular expertise on children’s foot health. The addition of the advice section, which has several articles giving practical tips and advice around foot care and measuring, was a key addition to the overall project and helped to position Ruby Ruby as experts in their field.
As for the design and functionality, the finished website provided a seamless user experience for customers, with an easy-to-use online booking system and clear messaging throughout. The new website helped Ruby Ruby Shoes to increase its online presence and attract new customers, showing off its beautiful store and wide range of shoes. The wording also highlights the team’s expert knowledge of measuring, fitting and caring for children’s feet.
After the website went live, the client left the following feedback: “We are so delighted with our end product, the process to get there, and the ease of communication with the team at Inspire”.
Overall, the project was a success, and Inspire Digital is proud to have helped Ruby Ruby Shoes elevate its brand and online presence.
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