LONDON E-Business Support Programme Case Study: 

The London Leather Workshop, Melissa Bruscoli and Sara Battiston

Melissa and Sara, both originally from Italy, moved to the UK over a decade ago. In 2016, they launched their Woolwich based business, The London Leather Workshop, initially focusing on designing and crafting fashion accessories, with a particular emphasis on leather bags. In 2019, they transitioned their business model to specialise in delivering workshops on leather craftsmanship and product design. In addition to providing hands-on training, The London Leather Workshop offers development and sampling services for brands and designers, helping bring creative concepts to life. In 2024 Melissa and Sara further expanded their services and created a second e-commerce website selling leather craft tools.

Optimising SEO

Melissa and Sara joined the LONDON E-Business Support Programme with South East Enterprise with the aim of accessing the expert advice they needed to optimise their new website for SEO, as it was generating less than £700 per month in revenue. They were introduced to Advisor, Adiel Khan, who played a pivotal role in supporting the business by providing expert guidance and devising a strategic action plan to enhance their search engine rankings, with a particular focus on Google. An initial analysis of the website was undertaken and a comprehensive action plan for an SEO campaign was created - which included guidance on conducting effective keyword research, the best tools to use, and the most strategic types of keywords to target.

Recognising the importance of a strong online presence, Adiel worked closely with the team to ensure they had the knowledge and tools necessary to optimise their website effectively. He outlined essential structural changes which could be made to optimise the website's setup, explained how to implement on-site SEO, and provided best practices for writing high-quality, compelling content that would rank well. The business owners were also advised on structuring product pages for maximum visibility and engagement.

As part of the process, Melissa and Sara were upskilled in key aspects of SEO and website content creation, enabling them to take a more hands-on approach to their digital growth. Adiel guided them through the implementation of on-site SEO, ensuring that technical and structural elements were optimised for maximum visibility.

Business Growth

Throughout the programme, Melissa and Sara diligently followed the plan with the support of Adiel who offered continuous feedback and direction as the team executed each stage of the strategy. This tailored approach empowered the business to build a sustainable SEO foundation, resulting in significant improvements in their online ranking and overall digital performance.
Within just a few months, the website's performance on Google improved significantly, resulting in a substantial increase in sales. Their monthly revenue has now exceeded £4,000 - more than five times its previous level. Melissa explains:

"Adiel's support over the past months has been invaluable and instrumental to our business growth. Thanks to his expertise, our business website rankings have improved significantly, leading to a noticeable increase in business.
He provided us with the essential skills to optimise our SEO, and his ongoing guidance continues to strengthen our business. We have worked on 2 websites together and all are performing exceptionally well."