Case studies
Website Design Case Studies & Portfolio
Two real builds - a UK events catering business and a brand-new MMA gym - built the same way every Roey Digital site is: technical SEO first, design second.
Published 13 Jul 2026 · Updated 25 Aug 2026 by Rohail Shabir
Case study 1
PrettyLittleCarts
A UK events catering business hiring out fun food carts - mini Dutch pancakes, doughnuts, Korean corn dogs, mocktails and more - nationwide.
Pages built
17
Homepage, 12 dedicated cart/product pages, occasion pages (weddings, corporate, birthdays), about, gallery, blog and contact.
Mobile Lighthouse
100
Achieved through image compression (sub-200KB, max ~1400px), lazy loading and self-hosted fonts.
The brief
The business needed a site that looked as good as its Instagram presence, but did the job Instagram can't: rank on Google for the specific things people search when planning a wedding or event - "mini Dutch pancake hire," "Korean corn dog hire," "mocktail cart hire," and dozens of city-specific variants.
The approach
Every rival in the space was either a broad marketplace with no niche focus, or a direct competitor hiding pricing and showing no reviews. That gap became the strategy - a technical-SEO-first approach applied to a live build.
Full keyword tiering
Easy-win niche terms (Korean corn dogs, pani puri) prioritised first, core "money" terms next, then city-by-city local pages - never generic doorway templates.
Competitor research on 10 direct rivals
Documented what each competitor did well and where they were weak - almost none showed pricing or testimonials, which became the site's core differentiator.
Full technical SEO build
One H1 per page, unique titles and meta descriptions, LocalBusiness/Service/FAQ schema, keyword-rich alt text, internal linking between every cart page.
Where it stands
The site is built, technically audited and ready for launch, with a documented 6-month roadmap covering Google Business Profile setup, directory listings, review collection and further content. Results will be added here once the site has had time to rank. Live at prettylittlecarts.com once launched.
Case study 2
Diakiese Combat Academy (DCA)
A brand-new MMA gym in Batley, West Yorkshire, opened by professional fighter Marc "Bonecrusher" Diakiese - a UFC and PFL veteran and former BAMMA British Lightweight Champion.
Pages built
25
Homepage, class pages, town-specific local SEO pages, coaching profile, guides, gallery and contact - each town page written with genuinely distinct angles to avoid a doorway-page penalty.
Mobile Lighthouse
100
Self-hosted fonts, inlined critical CSS and a full accessibility pass (zero contrast failures) got every category to 100.
The brief
The site needed to sell Marc's depth, not just his name - training under world-class camps (American Top Team, Xtreme Couture, Allstars), a BJJ black belt, and a track record coaching fighters who compete on Cage Warriors - while still ranking for the practical local searches a new gym actually needs.
The approach
Competitor research across every MMA gym in and around Batley found the same gaps every time: nobody publishes prices, nobody states safeguarding/DBS checks, and coach bios were often left literally unwritten. That gap became the strategy.
Distinct local-area pages, not doorway templates
Five neighbouring-town pages (Dewsbury, Birstall, Heckmondwike, Cleckheaton, Mirfield), each with a genuinely different angle - checked pairwise for content overlap to stay well clear of a doorway-page penalty.
Full technical SEO build
Schema markup throughout, including a live countdown to Marc's next fight, FAQ schema on every guide page, and a full WCAG accessibility audit.
Published pricing, where every rival hides it
Clear membership pricing on the site from day one - the single gap every competitor in the area shares.
Where it stands
The site is fully built and technically complete. Public launch is timed around the gym's opening, so it isn't live at diakiesecombatacademy.co.uk just yet - but will be.
Questions about these case studies
Was this a real client, or a demo?
Both real. PrettyLittleCarts hire out food carts for weddings and events across the UK, and Diakiese Combat Academy is an MMA gym in Batley run by a professional fighter. Neither is a mockup.
Can you build something this detailed for my industry?
Yeah, the process is the same regardless of what you sell - keyword research, competitor gaps, proper technical SEO. The pages and content change, the approach doesn't.