AI Web Maker90-day online marketing plan
Willow Lane Boutique
Willow Lane Boutique will turn shoppers who find it on Google, Instagram and Pinterest into online orders by showing every piece clearly, answering the questions about fit and returns, and keeping regulars posted on what has arrived.
More online orders or bookings · Under 100 US dollars a month
Your three priorities
Give every piece its own product page with clear photos, fabric and size details and a way to buy, because a shopper who cannot try something on needs those answers before they order.
Show what is new every week on the website, on Instagram and in a short email, so regulars have a reason to come back to the online shop between visits to the real one.
Make sizes, delivery and returns easy to find and easy to trust, since those are the questions that stop a basket becoming an order.
What your customers search for
| Search on Google | Searches a month | Competition |
|---|---|---|
| “wedding guest dresses” | 25K-130K | High |
| “occasion wear dresses” | 7.5K-25K | Medium |
| “handbags and accessories” | 7.5K-25K | Medium |
| “boutique clothing online” | 2.5K-7.5K | Medium |
| “womens clothing boutique” | 2.5K-7.5K | Medium |
| “summer dresses online” | 2.5K-7.5K | Medium |
| “boutique near me” | 2.5K-7.5K | Medium |
| “gift ideas for her” | 2.5K-7.5K | Medium |
Searches a month in United States, from Google's own search suggestions. Competition is how hard page 1 of Google is for that search.
Your customers
Shoppers with an occasion in the diary
What they need: An outfit for a wedding, a party or an event, in the right size, delivered in time, with clear returns if it does not fit.
Where they look: Searches such as wedding guest dresses, Pinterest boards of outfit ideas and Instagram posts of occasion looks.
Regulars who like to see what has arrived
What they need: A steady flow of chosen pieces, early sight of new stock and a simple way to buy online or reserve a piece for the shop.
Where they look: Instagram stories, the email list and the shop window.
Gift buyers looking for something personal
What they need: Scarves, bags and jewellery that arrive wrapped, with a note, in time for the day.
Where they look: Searches such as gift ideas for her, Facebook posts before gift days and Pinterest gift boards.
Your channels, in order
Website and Google search High effort · Low cost
Shoppers who search for a type of piece land on a product or collection page, and that page has to answer their questions and let them buy.
- Give each piece a page with a front, a back, a close detail and a worn photo, plus fabric, colours and sizes.
- Make collection pages for wedding guest dresses, occasion wear dresses, summer dresses and handbags and accessories, using the phrases in this plan.
- Add a page on sizes, delivery and returns, and link it from every product page.
Google Business Profile Low effort · Free
It puts the shop on the map for people nearby and sends them to the website when they would rather order than visit.
- Add the shop's hours, photos of the shop floor and the shopfront, and the website address.
- Post new arrivals with a photo each week, linking to the product page.
- Reply to every review and ask regular customers to leave one.
Instagram Medium effort · Free
Shoppers follow a boutique for its taste, and photos and short clips of pieces being worn send them to the product page.
- Treat Instagram as the shop window: put each arrival up as soon as it is on the website, so followers can buy the same day.
- Answer comments and messages about size and fit within the day, since a quick answer often decides the order.
- Follow nearby makers, stylists and gift shops and comment on their posts, so local shoppers see the boutique's name.
Pinterest Medium effort · Free
People use it to plan outfits and gifts, and every pin links back to a product page, which makes it a quiet source of orders.
- Make boards for wedding guest outfits, summer dresses, knitwear and gifts for her.
- Pin each new piece in a clear, vertical photo that links to its page.
Email list Low effort · Free
Subscribers have already said they like the shop, and a short note about new pieces brings them back to the website.
- Collect addresses at the counter and at checkout, with permission and a clear promise of how often you will write.
- Send one short email each week with the newest pieces and links to buy.
Order and bag inserts Low effort · Low cost
A card in every order and shopping bag turns a purchase into the next one and costs very little.
- Print a small card with a thank-you, the website address and a line about new arrivals.
- Add a note about gift wrapping and the last posting date before gift seasons.
What your website needs
- A home page that leads with the newest arrivals and says boutique clothing online in its first line, with the shop's town and opening hours underneath.
- A dresses page for wedding guest dresses and occasion wear dresses, grouped by occasion with sizes and colours shown.
- A summer dresses page, and seasonal collection pages that change as the stock does.
- A gifts page for gift ideas for her, with scarves, bags and jewellery grouped by who they are for, and a note on gift wrapping.
- A handbags and accessories page with clear photos of each piece and its dimensions.
- A page on sizes, delivery and returns, linked from every product page.
- An about the shop page with photos of the boutique, its opening hours and the people who choose the stock, for the search boutique near me.
Your 90 days
Month 1: Set up to sell
- Publish product pages for the pieces you most want to sell, each with clear photos, fabric and size details.
- Add the page on sizes, delivery and returns and link it from every product page.
- Set up the Google Business Profile with the shop's photos, hours and the website address.
- Add an email sign-up at the counter and on the website.
- Photograph new pieces the same way each week: front, back, detail and worn.
Month 2: Show and tell
- Add collection pages for dresses, gifts and accessories, using the phrases in this plan.
- Set up the Pinterest boards and pin every new piece to its page.
- Put new arrivals on Instagram three times a week, worn, with a link to buy.
- Send the first weekly email with new pieces and links.
- Ask buyers for a review of the shop and, with permission, a photo of the piece being worn.
Month 3: Turn viewers into buyers
- Add a gift page with the last posting dates for the coming gift season.
- Run a small advert to people near the shop and to your email list, linking to the newest pieces.
- Email shoppers who looked at a piece but did not buy, if your website shows this.
- Put a card in every order and bag with the website address.
- Compare orders with the visitor sources on the website and put more effort into the channel that sells.
Content ideas
- A wedding guest outfit guide by season and dress codeWebsite
- A care guide for linen, knitwear and silk, so buyers know what to expectWebsite
- New in at the shop this week, with a link to buy onlineGoogle Business Profile
- A weekly email with the three newest pieces and one styling ideaEmail
- A gift page with the last order date for each delivery optionWebsite
- The shop window photographed each week, so the listing always looks currentGoogle Business Profile
- A gift order being wrapped and packed, with the note and tissueInstagram
- Customers' photos of pieces being worn, shared with permissionInstagram
Your budget
The numbers to watch
Online orders a week
Count the orders placed on the website each week and note which pieces were bought.
Where orders come from
Check the website's visitor sources each week for Google, Instagram, Pinterest and email.
Email sign-ups
Count new addresses from the counter and from the website each month.
Repeat customers
Note how many orders come from people who have bought from you before.
Returns and the reasons
Keep a tally of why pieces come back, such as size or colour, and improve the product pages.
How AI Web Maker runs this plan
Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.