Black Steel Doors
Woodstock CampersCase study · Phillips Joinery · Ashbourne and DerbyThe first month of workshop video beat the previous twelve months of posting
Phillips Joinery have made bespoke timber joinery since 1964 from two sites in Ashbourne and Derby. Their social accounts had been flat for years. In our first full month of planned content they were not.
Client websitewww.phillipsjoinery.co.uk ↗Who they are
A bespoke joinery workshop that makes windows, doors, staircases, fitted furniture and heritage repairs for homeowners, architects and builders across Derbyshire and beyond. Sixty years of craft, a spray shop, a team that has been there for decades and work that photographs beautifully. The kind of business that should do well on social media and, like most joiners, did not have the time to make it happen.
The problem they came with
The Facebook page had 341 followers and the Instagram account 96, after years of occasional posting. The website was getting around 450 to 700 sessions a month. There was nothing wrong with the business; there was simply nobody whose job it was to show the work. A static photo of a finished window cannot carry what a joinery firm sells: the dovetail, the spray booth, the fitted wardrobe sliding shut, the person who has been in the workshop for eleven years.
What we did, and why
A video content plan before a camera was switched on. Twenty six concepts with shot lists, so a single day in the workshop produces weeks of content rather than one nice film. The ideas came from the workshop: why timber wins, how an arch is built, who Sam is and why he started in the spray shop.
A planned workshop shoot producing the first eight films, cut for Facebook, Instagram and LinkedIn separately because each one rewards a different length and format.
Social media management across all three platforms, plus the Google Business Profile, so the posting is consistent and the replies are answered.
Google Analytics and Search Console set up properly so the effect on the website was measured, not assumed. Joinery buyers do not enquire from a Reel; they watch, then search the name, then visit the site. We wanted to see that whole path.
The results, August 2026 against July
Facebook followers 341 to 4,914, an increase of 4,497 in one month, with 456,673 video views from 13 posts. The two best films were Here’s why timber wins (8,758 views) and 11 years ago, Sam started in our spray shop (8,422 views). Instagram went from 96 to 2,368 followers, reach from 452 to 90,061, and profile visits from 19 to 3,548. LinkedIn, the platform architects and builders use, went from 130 to 3,486 impressions on 18 posts.
The website followed. Sessions rose from 467 in August 2025 to 1,424 in August 2026, and organic Google clicks measured in Search Console went from 91 in March 2026 to 415 in August. Google Business Profile views went from 303 to 527 over the year, and the profile now carries 19 reviews at 4.7 stars.
Why it worked
Nothing about the business changed. The content did. Real workshop footage, planned properly, cut for each platform and posted on a schedule. Most joinery competitors still rely on a gallery of finished photos, so the first firm in an area to show the process on video tends to own the attention.