From broken checkout to brand strategy for an ever growing business.

The challenge

Blok makes handcrafted charcoal table grills in the UK. Built for people serious about fire and food, the range spans compact to full-size models, all steel, all made to last. Founder Ben came to Rate wanting to run ads, but a full marketing and conversion audit told a different story: the site was generating a great number of sessions yet 99.3% of users who reached checkout were dropping off at the shipping step. The traffic was there. The conversion journey was broken.

Our approach

Rate’s audit shifted the priority from paid ads to fixing the foundations. A brand workshop then established four brand values; Fire First, Connected by Fire, Quality Obsessed and Blok Farm. Blok Farm emerged as a new brand pillar: a way to grow beyond grills into events, accommodation and community built around fire and food. Rate led the content strategy, wireframing and site architecture for the new Shopify build: eight pages of structured content, a user journey flow diagram, navigation system and on-page SEO grounded in how customers actually browse and buy.

From there, Rate built and managed the email marketing strategy, product launch campaigns, ongoing B2C and B2B communications, with storyboarding, creative direction and paid Meta content.