KC Baits

KC Baits is a carp bait business in Norwich, founded in 2022 by Ki Chapman, hand-making boilies, particle mixes and liquid glugs — Creamy Catch, Fruity Tutti, Liver Loader — fresh to order rather than mass-produced. The commercial problem was simple and unforgiving: a new bait brand has no name recognition, and nobody searches for a bait they have never heard of. The established brands own every obvious head term. Anglers do not search for brands they do not know; they search for where to fish and how to catch. A shop alone would have sat there unvisited.

An e-commerce build, and a content strategy that goes around the brand-awareness problem rather than at it. Instead of competing for “carp bait” against established names, the site targets what anglers actually search: a hub of Norfolk fishery guides — Toad Hall, Swanton Morley, Topcroft, Lenwade, Bawburgh, Broome Pit, Swangey — plus tactical articles on how carp feed. Anglers arrive researching a venue or a technique and meet the bait while they are there. It carries the site: one article, on the science of scent, draws 1,293 clicks a year at position 4, and the fishery guides out-earn the product pages several times over. Traffic is seasonal, as carp fishing is — it peaks across the summer and falls away by October.