Masafina.

The challenge

Masafina brings authentic Mexican ingredients to the UK market, and the audience was already there - a following that now sits at 4,800, built up over several years of posting.

What had slipped was consistency. Output had become sporadic - two months of the preceding spring passed without a single post - and reach per post had fallen well below what the account had managed in its stronger months. Instagram rewards accounts that show up predictably, and an audience that isn't given a reason to engage quietly stops engaging.

What we did

We stopped treating the social account as a shop window and started treating it as a publication about Mexican food culture. UNESCO's recognition of Mexican cuisine as intangible heritage. The hand-painted rótulos that signed taco stands before printed menus existed. Why corn varieties aren't defined by colour. What actually sits in an Oaxacan pantry.

Product came second. The through-line was: teach people something they'd want to pass on. Alongside that, we moved on cultural moments as they happened - the Mexico versus England World Cup fixture being the obvious one - and ran consistent stories to keep the account present between posts.

Seven feed posts and thirty stories over seven weeks, on a fixed schedule.

The results

The site we built for Masafina is fast where it counts. Independently measured on Google PageSpeed Insights, it scores 93/100 for desktop performance, with a First Contentful Paint of 0.4 seconds, zero total blocking time, and a Cumulative Layout Shift of 0.004 - effectively no layout movement as the page loads. Core Web Vitals like these are a direct Google ranking signal, and they're the kind of technical foundation AI search engines favour when deciding which pages to trust and cite.

On top of that foundation we built a custom blog and a dedicated contact page, set up Google Search Console, indexed the site and submitted its sitemap, and moved into an ongoing monthly SEO programme. Within the first month, new content we'd published was being indexed and beginning to surface in search - a young site going from invisible to earning its first organic visibility.

How the three parts fit together

The engagement runs across three layers, which is deliberate - social, owned content and search reinforce each other rather than working in isolation:

• Social media management. Consistent, heritage-led content that treats Mexican food culture as the story rather than the product - the approach that gives posts a reason to travel.
• Web build. A custom blog and contact page bolted onto the existing store, built lean so the whole site stays fast (hence the 93 PageSpeed score) and clean for crawlers to read.
• SEO foundations. Search Console set up, site indexed, sitemap submitted - the unglamorous groundwork that has to exist before anything can rank - followed by an ongoing monthly programme of content and optimisation.

Why it works

Most brands treat social, website and SEO as three separate jobs from three separate suppliers. We run them as one system. The blog gives social somewhere to point and gives Google something to index; a fast, stable site means that content actually ranks; and consistent social keeps the brand visible while the slower SEO compound effect builds underneath it.

It's the same principle behind everything we do - fast, well-structured pages aren't just good for users, they're increasingly what earns you a place in AI search results too.