"Page audit scorecard and action plan"
Seven areas labeled Needs work, Okay or Strong, each with a "why it matters" line, followed by a 4 week action plan that points back to every finding.
Pages & Pour · 2026 · Concept project
Making a bookstore cafe easy to find and easy to talk to
A page audit, profile rebuild and community playbook for a Manchester bookstore cafe, designed to turn a confusing, unanswered Instagram into a page readers can find, trust and talk to.
Page auditProfile optimizationCommunity management
The brief
The challenge
A lovely shop that looks confusing online: no link or opening hours in the bio, mismatched posts, random Highlights and comments and DMs left unanswered.
The goal
Make Pages & Pour easy to find and easy to talk to, so readers know what the shop offers and feel welcome to join the book club.
The audience
Readers and cafe-goers in Manchester aged 18 to 40, including students and Book-Tok fans, who look for cozy indie spots, book clubs and events.
The strategy
How the work came together.
- 01
Audit the page
Seven areas reviewed, from profile and visuals to replies and voice, each with a label and a "why it matters" line.
- 02
Fix the first impression
A rewritten name, category, bio and link, plus three pinned posts, so a new visitor understands the shop in seconds.
- 03
Organize the page
A Highlights set (Staff Picks, Book Club, Events, Menu and Visit Us) and a consistent grid in the shop's colors.
- 04
Build the community routine
A playbook with tone, response times and escalation rules, a library of sample replies and a 20 minute daily engagement routine.
Deliverables
The content in action.
"Profile optimization, before and after"
Side by side phone screens showing the name, category, bio, link, Highlights and pinned posts, from a confusing profile to a clear one.
"Highlights cover set"
Staff Picks, Book Club, Events, Menu and Visit Us covers in the shop's palette, so the page is organized and easy to navigate.
"Community playbook"
Tone, response times and escalation rules, six sample replies and a 20 minute daily engagement routine.
The results
7
areas studied
5
highlights organized
6
sample replies written
Everything here is a plan, not a result. 7 areas audited, 5 Highlights organized and 6 reply scenarios written, so the page can be measured in replies, saves and profile visits.
"People don't follow a shop for its stock list. They follow it for the feeling that someone is on the other end."
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