Updating your website: make it ready for prime time
The owner of Ed Hipp Foods was considering an advertising campaign to increase consumer demand for the company’s growing line of branded beef and turkey products. Ed Hipp’s uniquely flavored bacons, sausages and scrapple are sold in supermarkets and neighborhood stores across Southeastern Pennsylvania, New Jersey and Delaware.
The competition among wholesalers for retail display space is fierce, so Ed Hipp has to continually sustain demand for its heritage products and create demand for new products. Because the products are top quality, loyal repeat customers and word of mouth have been enough to keep Ed Hipp Foods in business for more than 40 years.
Going forward, the company is making bold moves to grow. Advertising is one aspect of that plan. But Ed Hipp had a major obstacle to overcome before launching an ad campaign: The ads would cause food retailers and consumers to visit the company’s website, and the website would give them the wrong impression.
The challenge was to fix the website without spending all the money the company had hoped to spend on ads.
As is often the case with old websites, fixing Ed Hipp’s wouldn’t have solved all the problems and would have cost more than developing a new site. Our solution was to create a user-friendly, mobile-friendly site from a WordPress template, then use our design skills to give it the distinctive flavor and quality that Ed Hipp’s is known for.
We designed this site for Ed Hipp’s two primary audiences: the consumers who buy products in supermarkets and the professional buyers who decide which products a supermarket will carry. Like a supermarket, the new website had to be visually inviting, easy to navigate and well stocked with sought-after items; in this case, helpful information about the products, how to use them and where to buy them.
Ed Hipp wanted the main homepage visual to be a collection of products so that consumers would recognize the packaging when they saw it in a market. To set the mood for a home-cooked meal, we set the site on a background of blonde wood and a red-and-white-checked tablecloth. For added visual appeal, we made the eager-sausage-eater icon in the company logo slightly simpler and bolder, and added stylized modern icons to signify the major categories of beef, turkey, bacon and sausage products.
Simple top navigation directs users to information about the company, about the products and where to buy them. On the main Products page, visitors can immediately choose one category to browse or quickly scan all Ed Hipp products by name and photo. When visitors click to the page for a specific product, they get a description, a list of ingredients, and the option to make the package photo larger so that they can easily read the nutrition facts.
“Thanks so much for all your efforts in launching this website. We appreciate your hard work and dedication. We are very excited.”
– Argelis Hipp, Marketing Director, Ed Hipp Foods, Inc.
Three Quick Tips
Here are three tips to keep in mind when designing a website to showcase products:
- Photos sell! Always include a crisp, professional-quality photo of each item. Add an accurate, but enthusiastic, written description as well, for visitors who want more information or need a little inspiration to make a buying decision.
- Keep it simple. The typical first-time visitor just wants to know what you sell and how to buy it. Make that information easy for visitors to find and sort through. If consumers can purchase the product on your website, make the buying process as quick and easy as possible.
- Give it a personality. Even though your site is selling products, not people, it can and should convey the company’s personality. Provide visual cues that help visitors feel they are being welcomed into a space that is uniquely yours.
If you are facing a marketing challenge, call 484.829.0021 or email Kim Landry.