CASE STUDY | Backney Fishery
Backney Fishery needed us to define their visual identity

Backney Fishery is a beautiful stretch of the River Wye consisting of both Upper and Lower beats for prime Salmon and Coarse fishing. This stunning, scenic, area of outstanding natural beauty is tucked away in Foy near Ross-on-Wye. Owners Joanna and Jessica are very proud that the business has been in the family for several generations and feel privileged to be able to continue to share it with those passionate about fishing.

Almost one and a half miles of double bank fishing, accessible only from one bank, Backney Fishery is situated a few miles upstream from Ross-on-Wye. The river is a Site of Special Scientific Interest (SSSI) and a Special Area of Conservation (SAC), and the team work to protect the wildlife, whilst creating access to a superb stretch of Coarse and Salmon fishing.

Project overview

Online Booking

Search Marketing

Bespoke Design

Multi Pages



Customer Area


Contact Forms



Content Management System


The challenge ahead

Essentially, Joanna and Jessica’s aim was to create a website that allows anglers to book a rod for the day/multiple days on a specific stretch of the river Wye. They wanted to showcase what the river looked like, with descriptions and images, and to give anglers the option to leave feedback and reports about their recent catches.


Attract more business and make it easier for customers to book fishing online
Create a place where current customers could login then submit and read catches and reports
To create a greater online presence of the Fishery and educate and inform anglers of the area


Backney Fishery needed us to define their visual identity. Before we started on the websites design, we created a set of style tiles, exploring different ways to create their corporate identity in terms of logo, colours and the homepage. Much of the look and feel was defined at this point. The Designer’s aim was to make a clean, simple and modern website which was easy to navigate. Our Designers used best practices within search marketing that are statistically proven to increase a websites visibility – the site was built to show up for relevant searches on Google and the other major search engines. Additionally, the site was engineered to work on all devices including mobile.

Backney Fishery 01
Backney Fishery 02


  • eCommerce functionality with basket and checkout page
  • Login area for the customer to review and leave catch reports and attach images from the river
  • Emails to remind customers of their upcoming fishing day
  • Gallery to showcase the river and allow anglers to send in their photos
  • Contact page with form to drive enquiries

Results since month 1 (September 2018)

Page Views
Organic search
Session Duration

Looking to the future

Joanna said, “We are still in the early stages, having only gone live this month, for bookings next year. We were with an existing booker and have moved across to manage our own bookings, so our chief difficulty is making anglers who have booked previously for this stretch aware that we have a different booking site now and trying to reach a new market. We expect to take a ‘hit’ this year in terms of numbers while we make people aware that we are still available for bookings via the new site. We have already had a few bookings for next fishing season and are looking at how we can advertise to make people aware of our new booking system/website”.

“The team at made themselves accessible to us as and when appropriate and necessary to further the website design to produce a professional website that fulfils our aims and objectives. They managed our expectations well and gained clarity to achieve our goal. made themselves knowledgeable enough about our niche market so they could design a site that works for us and our potential clients, showing that they listened to the brief and met our (changing) needs. They made every effort to ensure that we are happy with the end result, remaining approachable throughout. It was really helpful to have one key person (David) overseeing the process to liaise with the Designers on our behalf, as well as enabling us to access the designers direct.”

Joanna Pike



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