When Hai Ge Ji launched as a premium halal Hainanese chicken rice concept in Singapore, the challenge wasn’t just about food — it was about visibility, discoverability, and conversion in a highly competitive local F&B market.

Nimble Marketing Consultancy partnered with Hai Ge Ji to design and build a full end-to-end digital ecosystem that supports walk-in diners, online orders, catering enquiries, and brand growth — all optimised for local search and real customer intent.

This is how we built it.

The Business Context: Halal Dining in Singapore Is a GEO Game

Singapore’s halal F&B space is crowded. Ranking on Google isn’t about having a “nice website” — it’s about:

• Being found for location-based searches
  
• Serving mobile-first users
  
• Converting search intent into footfall or orders
  
  

Hai Ge Ji needed a website that would support queries such as:

• halal Hainanese chicken rice Singapore
  
• halal chicken rice catering
  
• halal restaurant near me
  
• Singapore halal food delivery
  
• halal restaurant for events / corporate catering
  
  

Every design and content decision was made with this in mind.

Phase 1: GEO-Driven Site Architecture (Not Just Pages)

Instead of a generic restaurant website, we structured haigeji.com to support multiple local intent pathways:

Key GEO-Optimised Sections

• Menu & Signature Dishes – Optimised for food-specific searches
  
• Catering & Group Orders – Designed to capture high-value commercial intent
  
• Gift Shop – Supporting festive and corporate gifting queries
  
• About & Brand Story – Reinforcing trust, halal positioning, and local credibility
  
• Contact & WhatsApp CTAs – Optimised for immediate local action
  

This ensures Google understands what Hai Ge Ji is, who it serves, and where it operates.

Phase 2: Local SEO Foundations Built into the Website

We didn’t “add SEO later”. GEO was embedded from day one.

On-Site GEO Elements Implemented

• Clear Singapore location signals across headings and content
  
• Structured content supporting halal dining keywords
  
• Mobile-first performance for local search users
  
• Clear internal linking between menu, catering, and order pages
  
• Fast load times to reduce bounce from mobile users
  

This is critical for F&B brands competing in Google Maps, local packs, and organic search.

Phase 3: Conversion-Focused UX for Singapore Diners

Traffic is useless if it doesn’t convert.

We designed the site for how Singapore customers actually behave:

• Prominent Order Online and WhatsApp CTAs
  
• Frictionless browsing on mobile
  
• Clear pathways for:
  
  • Dine-in customers
    
  • Catering enquiries
    
  • Gift buyers
    
• Visual hierarchy that prioritises food, not text clutter
  
  

This turns search traffic into orders, enquiries, and bookings.

Phase 4: E-Commerce & Ordering Built for Local Operations

Hai Ge Ji’s website isn’t just informational — it’s operational.

We implemented:

• Online menu ordering
  
• Gift product checkout
  
• Catering enquiry flows
  
• Backend systems that are easy for the team to manage without technical support
  

This ensures the website supports daily business operations, not just branding.

Why This Matters for F&B Brands in Singapore

What we built for Hai Ge Ji is a scalable digital foundation that supports:

• Local SEO growth
  
• Catering and corporate orders
  
• Festive campaigns (Ramadan, Raya, corporate gifting)
  
• Future outlet or brand expansion
  

Most restaurant websites fail because they:

• Look good but don’t rank
  
• Rank but don’t convert
  
• Convert but are operationally painful
  

This project avoided all three.

The Result: A Website That Works as a Sales Channel

Today, haigeji.com functions as:

• A local discovery tool
  
• A halal dining authority signal
  
• A conversion engine
  
• A brand credibility asset
  

It is not a brochure — it’s a business tool.

What Nimble Does Differently for F&B Brands

At Nimble, we don’t build “pretty sites”.

We build GEO-aware, conversion-driven digital systems for brands operating in real, competitive markets like Singapore.

Hai Ge Ji is a clear example of how strategy + GEO + execution come together when done properly.

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