Poppy Cooks Website Design

A bold, beautiful new website built for growth, helping one of the UK’s most-loved food creators turn followers into customers.

The challenge

Poppy O’Toole, better known as Poppy Cooks, is a Michelin-trained chef turned viral sensation. With over 6.2 million followers across TikTok, Instagram, and YouTube, and multiple best-selling cookbooks, her mix of honest, high-energy food content has built a loyal and passionate community nationwide.

But as her audience exploded, her website couldn’t keep up. The site was slow, tricky to update, and wasn’t showcasing her recipes, books, or brand partnerships in a way that matched her reach or reputation.

Poppy needed a website that:

Reflected her personality – fun, bold, and full of flavour.
Could handle heavy traffic while staying lightning fast.
Integrated seamlessly with her shop, books, and collaborations.
Was easy to manage and update internally.

That’s where KW Marketing, a specialist food & drink digital agency, came in. Working closely with Poppy’s team, we set out to design and build a site that looked incredible and performed even better!

The solution

We kicked things off with a full discovery phase to understand Poppy’s audience, goals, and growth plans. From there, we developed a website strategy focused on user experience, SEO, and scalability.

Our approach:

Design: A bold, editorial-style layout that mirrors Poppy’s confident, creative personality – bright, playful, and instantly recognisable.
Performance: Optimised load speeds, clean navigation, and a seamless recipe experience to keep users browsing for longer.
Content: Clear structure for recipes, books, and partnerships, designed to drive engagement and conversions.
SEO: Every page was optimised for organic traffic from key recipe searches and branded keywords, setting up long-term growth.

Every decision was made with conversion in mind – whether that’s buying a book, signing up to the newsletter, or diving into her next viral recipe.

The impact

Since the relaunch, the new poppycooks.com has transformed how fans engage with her brand, and the results speak for themselves.

In the first three months after launch:

- Sessions up 31%
- Organic sessions up 58%
- Engaged sessions up 27%
- Organic engagement time up 2%

Streamlined content management
Improved user satisfaction

And the excitement didn’t stop there, our launch reel celebrating the new site hit over 50K views on Instagram, generating huge engagement from Poppy’s fans.

The result? A platform that finally matches her national profile – fast, functional, and full of Poppy’s trademark flair.

Scope of work

Discovery

Discovery call: We found out what Poppy needed and established how we could deliver the goods.
Research: We used Google Analytics, GTMetrics and SEO tools to check out the existing site to see what was working and what wasn’t.

Design

Wireframing: We established the site’s basic structure before visual design and content was added.
UX: We took into account user needs and user journeys.
Design: We made it fun but also functional.

Develop

Back-end development: We created the site’s ‘behind the scenes’ functionality.
Front-end development: We created everything that users see visually.
Systems integration: We ensured a smooth transition between the new site and the old site.

Launch

SEO: We improved the site to increase its visibility.
Testing: We thoroughly checked functionality.
Sign off: All the little details were ticked off.
GO LIVE: Does what it says on the tin!

The result

The new Poppy Cooks website is fast, flexible, and flavour-packed – giving her 6.2 million-strong audience the experience they deserve.

It’s the perfect platform for her next chapter – connecting food lovers, driving sales, and growing her brand online.

Want results like this? Book a call today and let’s chat about how a new website could transform your brand.

The Cornish Jar

09:15 13 Sep 25

We have recently started working with Kate and her team at K W Marketing. Our experience so far has been excellent, they do exactly what they say they do. Everyone worked around the clock to get us to where we needed to be.

Charlotte Simonds

14:04 06 May 25

Kate and her team bring an exceptional level of thoughtfulness and precision to their work—uncovering what truly matters before artfully translating it into brand expression. For the reformer space, they crafted a brand that seamlessly blends creativity with conversion, creating real buzz and, more importantly, driving bookings. While our mission is to move people, Kate’s vision and execution profoundly moved us.

Dave Briggs

10:10 29 Jan 25

Kate spoke at the Building Brands marketing conference in Exeter, in November 2024, and was absolutely superb. I honestly couldn't have asked for someone to do better. The feedback that she received - both to her, and to us as the organisers - was especially pleasing and hopefully gave her a really good shot of confidence too! She was brilliant - really engaging, knew her stuff, and gave the attendees some great tips and advice too. Couple of people have been speaking to us about it even now - 3 months later!

Huge thanks Kate, looking forward to getting you along to more events in the future too!

Kate and her team are fabulous by the way. Definitely happy to recommend them!

Christian William Horne

18:58 20 Nov 24

Working with Kate and the team at KW Marketing has been a game-changer for our business. Their expertise in growth-focused marketing has helped us reach new levels, and the results speak for themselves. From strategy to execution, they’ve been hands-on every step of the way, driving real impact on our growth journey. Highly recommend!

John Sheaves

09:05 11 Oct 24

In the modern world of digital marketing which is now a prerequisite for getting your product or service to market, you need professional support from a professional agency. Kate and her team are just that. They have worked with us for the last few months and they have been a game changer and have opened our eyes to the art of the possible.

The power of their work? Well everybody now has a hand held device they are working from for business or pleasure-each person with an average daily screen time of about 3.5 hours - that’s a massive audience to reach digitally.

We have found Kate and her team professional, extremely knowledgable, positive and they don’t hold back, they get things done for you and move you forward. Great partners to work with.

Ben Stansfield

18:13 17 Aug 24

We have been working with the team for just over 6 months now and it's been fantastic. They are so engaged and passionate about the produce they are creating the content for which gives us huge amounts of trust in their work.

Alongside the huge energy they bring to calls, meetings and updates they are still very professional and everything is mapped it to a strategy and recorded to enable us to look back through and see what works and doesn't.

Overall, great company to work with and they are amazing at what they do!

EmmaLouiseI7

14:24 25 Apr 24

The FUEL marketing event we attended was really useful. We gained a few more ideas of ways to help elevate our small, independent icecream business and came away feeling inspired and motivated. Thankyou again for having us

Serena Slatter

12:49 15 Apr 24

HUGE thank you to KW Marketing for all of your help, for being a brilliant female founder yourself, and for believing in our movement!

Ria Ball

15:17 01 Mar 24

It has been a breath of fresh air working with Kate. She quickly got to grips with what it was our business needed and then made some very clear recommendations. Once we agreed on the project she delivered it seamlessly whilst providing useful updates throughout. I felt that she was very aware of all the pressures on me as a business owner and went out of her way to keep things straight forward. The result is that I now have a framework for our email marketing and after a thorough handover I am really looking forward to generating some results.

Nigel Wright

16:53 14 Feb 24

Kate and the team worked incredibly hard for us throughout our Christmas email and social
Media campaigns, providing results to match(especially from the email campaigns). Their energy and enthusiasm knows no limits and we will most definitely be using their services again in the future.

Browella Beauty

14:16 08 Aug 23

Since February this year we have been working closely with Hannah, at KW Marketing, we cannot fault her or the team at all, no job is too big for them. We love that they send us over a content plan every month so then we can check what is going to be posted. Again Thank you to Kate, Hannah, and their amazing team x

Chloe Farrant

21:56 11 Jul 23

I recently attended the Uncovering Opportunities Workshop with Kate, and it left me feeling clear, focused, and motivated to take the next steps in my business. In just a short session, Kate demonstrated a deep understanding of my business and my goals, and I now feel excited and confident to embark on this journey with her by my side. Highly recommend!

Aushi Meewella

18:40 07 Dec 22

Kate and her team have been absolutely fantastic - incredibly professional, dedicated and they go above and beyond what is expected. We are thoroughly impressed and could not recommend them more.

Julia Mazorodze

10:34 26 Oct 22

Kate and Mela are a dreamteam. When we went back to KW Marketing (after previously working with Kate) to cover a period without a digital colleague, it was like working with old friends, who cared deeply about our cause and success.
Despite being new to us, Mela got up to speed with the complexities of our international NGO quickly, and took away all the concern you might have about someone external publicly representing a nuanced cause - it felt like having someone on the inside. Great job, thank you so much KW Marketing.

Chris Yandell

12:29 06 Dec 21

Kate's great digital Marketing knowledge has shaped the digital foot print for our business. Kate goes above and beyond to support us and our business showing genuine care and passion for what we do. I can highly recommend Kate for any business wanting/needing to shine online.

Lucy Adams

18:47 12 May 20

Kate started working with our company around three months ago and she has been absolutely amazing. It's not just her expertise (which is fab) and her drive and energy (impressive) - it's also that she 'got' us from day one and became an essential part of our small team almost immediately. She has made a massive difference to our social media marketing campaigns but also adds value to lots of other aspects such as our brand and our content marketing. We came across Kate by chance (well, her strong Google presence really!) and we are so lucky to have as part of our team.

Neil Tinson

12:24 06 Mar 20

As an international charity, we needed a social media expert who could provide a high level of ongoing support with our digital channels. Kate was personally recommended to us and, having now worked with her for a few months, I’m not in the least bit surprised. She’s entirely reliable, always responsive, and is a joy to work with. Kate fully invests her knowledge, skills and energy into our work, and there’s no doubt she’s helping us raise our standards improving our results. Kate’s a crucial and appreciated extension of our team.