Platten's
Platten’s is an independent, family-run business in Norfolk offering a complete coastal escape, from freshly caught seafood to charming accommodation.
The challenge
Platten's is much more than a fish and chip shop. The family-run business in Wells-next-the-Sea combines seafood, accommodation and a prime location for exploring the North Norfolk coast.
The problem was that its digital presence wasn't communicating the full experience.
The website needed to move beyond menus and takeaway food and instead make visitors think: this could be our North Norfolk getaway.
My role
Website copywriting
Brand storytelling
Tone of voice development
Shaping the wider brand story for digital
SEO content strategy and optimisation
Monthly blogs
Finding the right story
The copy needed to reposition Platten's as more than somewhere to eat.
We developed a warm, welcoming tone of voice that reflected its independent, family-run character while giving the wider experience room to shine.
Rather than simply listing what Platten's offered, the content was shaped around what visitors could experience – staying by the coast, eating local food and using Platten's as a base for discovering North Norfolk.
This gave the website a more editorial, content-led approach, helping the accommodation, food and local area feel like connected parts of one story.
Bringing the experience to life through copy
The website copy worked alongside photography and video to create a stronger sense of place.
Content highlighted the accommodation, local produce, restaurant and takeaway, while also bringing the surrounding coastline and things to do in the area into the story.
The aim was to answer the questions visitors were asking themselves before booking:
What will it be like to stay here?
What can we do nearby?
Why should we choose Platten's?
SEO and website optimisation were also considered throughout the content, helping the site perform for relevant searches while keeping the copy natural and engaging.
The result
The new website gave Platten's a much stronger digital story – positioning the business as a destination for a North Norfolk escape rather than simply a place to get fish and chips.
The result was a clearer brand voice and a website designed to inspire accommodation bookings while continuing to support the restaurant and takeaway.
