Vol. 02Hospitality · Luxury catering & events2025 AG&CO. Client

Brie's Bee Hive

A full website rebuild that moved a catering brand from list of services to booked experience.

Role
AG&CO. client. Direct engagement — site strategy, structure, copy and design.
Scope
Site architecture, page design, copywriting, inquiry flow, brand presentation
Team
Abby Grace Cooper — strategy, design, copy

The assignment

The original site described what Brie's Bee Hive offered. It did not make anyone want it, and it made booking harder than it needed to be.

The rebuild had one job: make the experience visible in the first screen, and make the inquiry the easiest action on the page.

The thinking

We restructured around signature experiences instead of service categories, so a browsing client sees an event they can imagine attending rather than a menu they have to interpret.

Copy was rewritten to lead with occasion, not capability. The gallery was sequenced to build appetite. The inquiry form was cut down to the fields that actually move a booking forward.

Nobody books a caterer. They book an evening, and then find out who is catering it.

Before and after

Before — the original homepage opened on a service description with no image of the experience.
Before — the original homepage opened on a service description with no image of the experience.
After — the rebuilt homepage leads with the experience and puts the inquiry one action away.
After — the rebuilt homepage leads with the experience and puts the inquiry one action away.
Before — services listed as categories, leaving the client to assemble the offer themselves.
Before — services listed as categories, leaving the client to assemble the offer themselves.
After — restructured as signature experiences, each one nameable and bookable.
After — restructured as signature experiences, each one nameable and bookable.
Before — the contact section asked for more than it needed and offered no reason to complete it.
Before — the contact section asked for more than it needed and offered no reason to complete it.
After — a short inquiry flow with clear expectations about what happens next.
After — a short inquiry flow with clear expectations about what happens next.
Founder story section, rewritten so the brand has a person behind it rather than a paragraph about passion.
Founder story section, rewritten so the brand has a person behind it rather than a paragraph about passion.
Gallery, resequenced to build toward the highest-value experiences instead of showing everything at once.
Gallery, resequenced to build toward the highest-value experiences instead of showing everything at once.

The outcome

The site now presents Brie's Bee Hive as a bookable experience with a point of view, and the inquiry path is short enough to finish in one sitting.

Taking on a small number of brands per quarter

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