Design & Development, E-Commerce

Grow Your Online Visibility, Increase Brand Visibility

B2B, E-Commerce

Continental Tableware

For more than 75 years, Continental Tableware has played a pivotal role in shaping South Africa’s hospitality industry. With deep roots in tradition and a forward-looking approach to innovation, the brand has grown from modest beginnings into a trusted partner for restaurants, hotels, and establishments nationwide. Its legacy is built on a foundation of craftsmanship, resilience, and a steadfast commitment to quality—reflecting a proud heritage that continues to inspire its evolution.

21 product pages

Keyword research and optimisation for 21 product range pages for SEO

SEO optimised

Meta data imports & redirection plan to support a domain migration

POPIA compliant

Full POPIA compliance applied

Brief & Objectives

Continental Tableware (formerly Continental China) sought to reposition itself as a proudly South African consumer brand while transitioning from its long-standing B2B identity. The primary objective of Phase 1 was to build an engaging, modern website that would serve as the foundation for a future e-commerce platform. Key goals included increasing brand visibility, showcasing product quality, and building trust with a new consumer audience through an elevated digital presence and organic content strategies.

Challenges

The brand’s historical presence was fragmented across multiple domains (continentalchina.co.za and continentalonline.co.za), requiring a well-planned SEO migration.
The client’s transition from B2B to B2C necessitated reworking all content for tone, structure, and technical SEO.
Some delays in accessing required imagery, plugin approvals, and staging credentials briefly impacted timeline precision.
Phase 1 needed to ensure a polished public presence while quietly preparing for complex Phase 2 integrations.

Our Solutions

Ruby Digital recommended a phased approach. In Phase 1, the focus was on:

Designing and developing a user-friendly website to reflect the brand’s new identity.
Implementing a solid SEO foundation through metadata imports, keyword-targeted content for 21 product categories, and redirection planning from old domains.
Positioning the site to support an e-commerce build in the near future.
Enhancing credibility and visibility through organic content marketing and technical website improvements.
All efforts were coordinated through a central project manager and executed by a full-stack developer team.

Results

Developed a clean, professional brochure-style website within the existing WordPress and WooCommerce structure.
Successfully completed keyword research and optimised 21 product range pages for SEO.
Implemented SEO-friendly site structure, meta data imports, and redirection plan to support a domain migration.
Created a scalable website that will support seamless transition to e-commerce in Phase 2.
Enhanced user experience with mobile responsiveness, POPIA compliance, and content optimisation.

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