Hennighan's
Hennighan's, located in Machynlleth, is a local legend fish and chip shop that's been running for over fourty years.
The challenge
Hennighan's is an independent fish and chip business in Machynlleth with a long-standing reputation for quality, sustainable seafood and community.
Since its original website launched in 2015, however, the business had changed significantly.
A second location, Bottom Shop, had opened, offering restaurant dining alongside takeaway, but the website wasn't communicating this clearly.
The content needed to catch up with the business.
My role
Website copywriting
Content restructuring
SEO content strategy
Local SEO copywriting
Optimising existing website content
Writing new website content and blogs
Developing content around relevant local searches
Supporting content for emerging AI search experiences
Writing for the Hennighan's customers of today
A key part of the digital refresh was making sure the website clearly communicated what Hennighan's is, where customers can find it and what they can do there.
New and updated copy helped introduce Bottom Shop, explain the different offerings across both locations and make the customer journey clearer.
The tone needed to feel appropriate for an established independent business: straightforward, friendly and focused on the quality and experience customers could expect.
Writing for search
I also worked on the site's SEO content strategy, identifying opportunities around key local searches such as 'fish and chips in Machynlleth', takeaway searches and restaurant-related queries.
Existing content was optimised and new SEO-focused copy and blog content was developed to improve the site's visibility.
The work also considered emerging AI-generated search experiences, ensuring the site's content was structured around useful, relevant information that clearly answers customer questions.
The result
The refreshed copy helped bring the website in line with the business Hennighan's had become – making both locations and their different offerings much clearer to customers.
Combined with the wider website refresh, the new content gave Hennighan's a stronger digital presence and a better foundation for organic search visibility.
