A caterer that serves only medical events

The brief

There was an old content draft, and it was the usual thing: a caterer for weddings, corporate events, birthdays, everything. Trying to be for everybody meant being the obvious choice for nobody.

The real business was narrower and far more defensible. This caterer works medical events, where the constraint is not the menu, it is the clock. A tea break that runs fifteen minutes late does not spoil the tea, it wrecks a scientific session and embarrasses the organiser in front of a hall of consultants.

What we built

• A positioning of one line: medical events only, and the site says no to everything else
• Twelve pages covering services, menus, past events, questions organisers ask, and a quote request
• Quote enquiries stored in a database, with a self serve enquiry desk the owner opens directly
• Real photographs from the events it actually catered, and not one stock food shot

What we took out

The old draft claimed over a hundred events and a ninety nine per cent on time record. Neither could be evidenced, so neither went on the site. The same went for the stock photography of food this kitchen has never made.

This costs something. A page with big round numbers on it feels more impressive for about four seconds. But the buyer here is an event organiser who will ask which conferences you have done, and a claim you cannot back turns into an awkward silence on the call. We would rather the site said less and survived the question.

How it runs now

Enquiries land in a desk the owner opens without asking anyone to run a report, and the past events page grows as real events are catered.