Woodpecker Family

The Challenge

Woodpecker Family operates 20+ restaurants and guinguettes across Brussels, known throughout the city for their beloved park brunches and casual dining experiences. With iconic locations including the Bourse building and multiple park venues, they also own brands like Bia Mara fish and chips. But they had a problem: despite having 12+ unique event spaces perfect for weddings, birthdays, corporate events, and private celebrations, Google—and potential customers—only knew them for brunches.

The Core Challenge:

• Brand Recognition Mismatch - Famous for park brunches, invisible for event space rentals
• Highly Competitive Market - Brussels event rental market is extremely competitive with established players
• Google Understanding Gap - Search engines didn’t associate “Woodpecker” with private events or B2B rentals
• Dual Audience Problem - Needed to reach B2B corporate planners and private party hosts without alienating brunch customers
• Content & Authority Gap - Minimal web presence for their extensive event hosting capabilities

In a market saturated with dedicated event venues, how do you convince Google—and Brussels event planners—that the brunch spot in the park is also an exceptional choice for weddings, corporate gatherings, and milestone celebrations?

The Solution

Perel Web Studio executed a comprehensive 10-month SEO strategy focused on establishing Woodpecker Family’s authority in the Brussels event space rental market while maintaining their beloved brunch identity.

Strategic Content Development - Created dedicated event space rental pages highlighting their 12+ unique locations across Brussels. Developed content strategy emphasizing their positioning: “Découvrez les meilleurs lieux uniques et insolites à Bruxelles pour vos événements!” Each location showcased as a distinctive, original venue combining the charm of their park/brunch settings with professional event capabilities.

SEO Architecture for Dual Business Model - Restructured site information architecture to help Google understand Woodpecker operates in two distinct but complementary markets: casual dining/brunches AND professional event hosting. Implemented semantic markup, internal linking strategies, and keyword targeting for Brussels event space searches while preserving brunch rankings.

Event-Focused Content Marketing - Developed content highlighting venue versatility: family-friendly atmosphere for birthday parties, unique park settings for corporate team-building, historic locations like Bourse for weddings. Created compelling narratives around “lieux uniques et insolites” (unique and unusual venues) positioning against traditional hotel ballrooms.

Google Ads Campaign - Launched targeted paid search campaigns for high-intent event rental keywords in Brussels, providing immediate visibility while organic SEO built authority. Strategic bidding on competitor terms and Brussels event-specific searches.

Technical Optimization - Enhanced existing WordPress/Elementor platform with WP Rocket performance optimization. Ensured fast loading for event space galleries and mobile-optimized browsing for planners researching on-the-go.

B2B vs. Private Event Segmentation - Created distinct content pathways and landing pages for corporate event planners (team building, réunions d’entreprise) versus private celebrations (weddings, anniversaries, birthday parties), each with appropriate messaging and imagery.

The Results

Transformed Google Visibility - “Notre site a été propulsé sur Google grâce à leur refonte” - Woodpecker Family went from being invisible for event space searches to appearing prominently for Brussels venue rental queries.

New Revenue Stream Awareness - Successfully established online presence for event hosting services, opening new customer acquisition channels beyond walk-in brunch traffic and word-of-mouth.

Competitive Market Breakthrough - Achieved rankings in one of Brussels’ most competitive verticals (event space rentals) by leveraging Woodpecker’s unique positioning: genuine atmosphere, park locations, and family-friendly charm traditional venues can’t match.

Dual Audience Reach - Maintained strong brunch search presence while building new visibility with B2B corporate planners and private event hosts seeking distinctive Brussels venues.

Content Foundation for Growth - 12+ location pages and event-focused content now provide scalable foundation as Woodpecker continues expanding their venue portfolio across Brussels.