Digital marketing for London's original board game bar
The Brief
Draughts is London's original board game bar - a kitchen and lounge with over 1,000 board games across two venues in Waterloo and Stratford. Featured in The Guardian, Secret London, The Standard and Time Out, Draughts had strong word-of-mouth and a loyal following, but needed a joined-up digital strategy to grow beyond it. The brief covered a full website redesign, an ongoing content and SEO programme, and paid advertising campaigns to drive footfall and event bookings across both venues.
Website - Built Around the Experience
The new site leads with the brand in a single line: 'EAT. DRINK. PLAY. REPEAT.' - setting the tone before a visitor has scrolled. The homepage immediately surfaces the two booking paths (Waterloo and Stratford), trust signals from national press coverage, and Google reviews, creating a strong first impression for anyone discovering Draughts through search or paid ads. A clean venue-finder and event listings structure makes the rest of the site easy to navigate.
What's On - Turning Events Into Discovery
The What's On section was designed as a content engine as much as a listings page. Each themed event - from Metallica nights and British Museum partnerships to board game meetups and quiz evenings - gets its own editorial panel with imagery, copy and a direct booking path. This structure means every event can be individually targeted through paid ads and optimised for long-tail search queries.
Draughts London - Digital Marketing
Website design, SEO, paid advertising and content strategy for London's original board game bar - helping two venues fill seats and sell out events.
Website Design
A venue-first site built to convert visitors into bookings across two London locations.
Events & Paid Ads
Individual event pages built for both organic search and targeted paid campaigns.
Content & SEO
An editorial content programme driving sustained organic traffic from search.
Content Strategy - A Blog That Works for SEO
With 1,000+ board games and a packed events calendar, Draughts has a natural content advantage. The blog strategy turned that into a structured SEO asset - articles covering game guides, London event roundups, group activity ideas and venue spotlights, each targeting searches relevant to the Draughts audience. The result is a growing library of content that brings in organic traffic long after it is published.
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