At Idea, we specialize in digital marketing services for consumer packaged goods brands that want to take their business to the next level by investing in responsive web design. We can help you stand out from the competition with seamless UX, effective lead generation tools, SEO-optimized content, paid ads, and technical performance enhancements.
Why now is the right time to invest in your consumer good website and digital marketing efforts
As a CPG business owner, you probably know that the consumer packaged goods industry is one of the most challenging industries to scale successfully. In this industry, brands have to find the right balance between innovation and adaptability without losing customers and compromising the quality of products that made them successful in the first place.
By nurturing your brand online and connecting to consumers directly by sharing your values and story, offering helpful content, and listening to your consumers’ needs and concerns, you can withstand the fluctuations in the industry.
Utilizing effective digital marketing methods to attract, nurture, and retain customers online is essential to withstand external industry pressures that compromise many businesses’ survival. By investing in comprehensive web design services that attract qualified leads, you will ensure that your business not only survives but also thrives over time.
What are some important elements of CPG website design and best practices?
CPG web design aims to attract direct consumers to specific product offerings, making the web design processes largely aimed at consumer trends and preferences. Here are some very important reasons CPG web design is unique due to specific industry trends.
The need to emphasize the benefits of brand loyalty (perks for being a loyal customer)
The demographic of loyal customer base is aging and brands must attract new, potentially younger customers with modern advertising strategies
The shift away from brick-and-mortar stores necessitates the need to sell online
New competitors focus on the need to stand out and differentiate
Sales potential increases with the prospect to go national or global with online sales
How do we measure ROI on CPG website projects and advertising campaigns?
We know that well-built websites are an investment for consumer brands. An investment that can make or break a company’s market budget and impact the overall revenue. This is why we don’t cut any corners and look at every detail. It is also critical to establish KPIs at the very beginning of every project that will act as a guiding point for the build and ensure that both the immediate goals as well as the long-term goals are being considered during the process.
Whether you are a well-established CPG brand or are just starting out, your online presence can vastly improve your business goals and help you scale. Today, consumers have more options than ever to choose brands that align with their needs, and by getting in front of your ideal customers, you can build relationships that lead to devoted customers.
Today, people choose to shop online where they have more choices and options for better deals. By understanding consumer behavior in your niche and structuring an effective marketing strategy that speaks to your ideal customers, you can stand out over your competition, target the right audiences, and grow your brand organically.
Suddenly Salad Custom Web Design Project
A Quick Recipe For Great Family Dinners
Suddenly salad starter kits create an easy meal in three simple steps. With a wide variety, the quality isn’t lost between three different deli salad options and eight different pasta salad options. Customize them by adding your own choice of protein, vegetables, toppings, and base starches to satisfy even the pickiest of eaters.
Continue to Develop Suddenly Salad’s Market Position Through Custom Web Design
Suddenly Salad has an impressive heritage. By positioning themselves to families and having done so for many years, Suddenly has been able to develop extremely loyal customers. In a current market climate where brand loyalty is becoming increasingly rare, it is imperative for Suddenly to keep its current foundation while trying to add to it as much as possible.
However, with the previous website Suddenly felt that it wasn’t generating the awareness and brand loyalty that it could. That, combined with user navigation and lack of recipe page promotions was costing them valuable conversion opportunities. Other issues like website page load speed and difficulty of website management were holding the brand back.
Suddenly’s goal was to utilize a CPG website redesign to further expand their brand awareness and loyalty. By educating consumers on the convenience and innovativeness of Suddenly Salad products and recipes, Suddenly Salad can continue to remain competitive and work to gain new website visitors that also have the potential to become loyal, repeat customers.
With their website being an integral part of reaching bigger audiences, another main objective of the new custom web design was to simplify the user journey. Not only does user experience impact your website ranking but it also can hinder interested consumers. As stated before, buyer journeys, needs, and expectations are becoming increasingly difficult. More difficulty means it can be easy to lose a potential sale to another competitor.
Making sure your overall website architecture and functionality are easy to use creates less internal friction in the consumer and a more positive association with your site, therefore allowing the consumer to feel safer in making a conversion. The more positive the perspective of your company and product becomes, the better the chance of creating brand-loyal consumers.
Going hand-in-hand with improved website navigation was the goal of increased usability of the product listing page. The product is what Suddenly has to offer. Focusing on driving as much traffic as possible here only increases the probability of a sale, click, page visit, or form submission. All provide tangible value to Suddenly Salad.
Solution
Creating a Custom Web Design to Improve User Experience
With Idea’s team designing a custom filtering system, the recipes could get Suddenly’s product information more directly to customers.
Paired with the search, this allows Suddenly to collect important information on what visitors are looking for. Recipes can be sorted into 4 main categories: Suddenly Product, Protein, Flavor Profile, and Vegetable. The website allows Suddenly to quickly shift with a consumer’s current focus, be prepared for future ones, and easily have a system established for introducing new products in the future.
For Suddenly’s new website redesign, Idea wanted to make sure to focus on optimizing its mobile website framework. With an extremely low mobile score to start, this needed to be remedied in order to compete and remain up-to-date with current consumer website needs. Our website repairs and mobile-focused design integrations fixed the current performance issues to provide a more streamlined user experience.
SEO
Creating an Integrated Web Strategy with SEO + Custom Web Design
Our team of digital marketing experts also combine the best SEO practices when redesigning the website as part of our integrated web strategy. This ensures that Suddenly Salad’s website redesign was ready to rank higher. All keywords, meta descriptions, alt tags, titles, headers, and more were thoroughly researched in order to allow Suddenly the best search result position.
Choosing a top digital marketing agency is a big decision for any company. Wasted time and effort not only cost you money but impact the longevity and association of your brand. Making sure to choose the right full-service digital marketing services company that fits your exact needs is the key. With Idea, our range of services and professional, yet personal, touch can make sure that your website is one of our business’s greatest assets!
Google Ads
Managing an Optimized Google Ads Campaign to Drive Website Traffic
To help promote the launch of the CPG custom web design for Suddenly Salad, our client requested that we set up and manage a Google Ads campaign. The main objective for this ad campaign would be to drive as much traffic as possible within their click budget to the new Suddenly website.
Since our main goal was to increase website traffic our team of Google Ads experts chose to create a Google Search Ads campaign. Our team leveraged our knowledge of best practices and various optimization strategies to build an ad campaign that would drive high-value clicks from within the target audience for Suddenly Salad.
Suddenly Salad’s search ad campaign was launched on April 16th, and we began to see positive results almost immediately. In the first 15 days of the ad campaign, we were driving hundreds of users to the new Suddenly website. Typically, we advise that Google Ad campaigns take time to reach maximum optimization. We usually recommended allowing the campaign 3 months before expecting to see the best results. Yet, with our layered targeting strategy and expert ad setup, our campaign was driving results that met our client’s objective in the first couple of weeks.
Suddenly Salads CPG Google Ads Campaign Results
Our campaign resulted in a Click-Through-Rate (CTR) of 9.31% within the first 15 days after launch. Usually, our standard benchmark for campaign performance is a 3% or higher CTR. This campaign performed at 6% over the typical rate in the first few days. The Suddenly campaign was also achieving a desirable Cost Per Click (CPC) of $1.97 which is very low on average. In total, the campaign was also achieving nearly high impressions (people who see the ad).
We also looked into our client’s Google Analytics to get more metrics to measure our ad campaign’s impact on website traffic. For the first 15 days of the campaign, the Suddenly CPG website saw 136% more users (directly from the PPC ads) than the 15-day period before (April 1 – 15th).
Website Support
Committed To Developing Confident Clients and Well Designed Websites
With Suddenly Salad requiring a totally new look, this custom CPG website redesign was updated from top to bottom by both our experienced development and marketing teams. The new site allows consistency throughout all navigation to enhance the user experience. With the design allowing for efficiency, each page was also optimized for SEO. The SEO Yoast plug-in was installed to allow back-end users to able to easily monitor current pages’ SEO scores and adjust as needed.
Through improved forms, CTAs, and site coding, Idea was able to funnel all website traffic conversion data. Suddenly is able to easily extract this information and collect it to further analyze website trends in real-time.
While navigating your website redesign can seem like a whole new world, our account management program makes sure you get the level of technical support needed. Client satisfaction is always a chief priority, and that doesn’t end once the website is live. Our support manager continued to work with Suddenly Salad’s admin one-on-one to provide personalized tips, tricks, and important information for the future.
At Idea, we’ve become experts for a reason. We’re passionate about delivering the best because we know what it takes to reach that standard in CPG web design. With marketing, development, and support teams in-house, Idea was able to successfully design a website around Suddenly’s company goals.
Analytics Analysis
Brand Manager Tools Include User Behavior Website Analysis Reports
It’s no secret that the CPG market is incredibly saturated. With numerous, well-known brands on the shelf to distract consumers, it is harder than ever to stand out and get consumers to remain devoted to your brand. This gives CPG brand managers an incredibly difficult job. But instead of getting distracted by big logos and more shelf space, we find that golden nuggets of information are often overlooked in the fine details.
Data is everywhere. With so much information readily available, it can feel overwhelming trying to justify the time it takes to sift through it all. And as a brand manager or a marketing executive, you don’t have the time to do the deep dive yourself. So, let Idea do it for you with our in-depth brand management consulting.
User behavior analysis is becoming more and more imperative to the success of businesses, large and small. But each piece of data tells a story, just like your branding does. With Idea’s monthly reporting, Suddenly Salad is receiving consistent data that is customized to their unique CPG business goals. Part of their monthly reporting entails receiving heat mapping, showing where users are clicking the most. This gives insight into which are your most visited pages, what areas are people clicking, and what buttons are being effective. Constant review and critique of both your site design and SEO copy allows you into the mindset of a consumer and adjust your website to more accurately target them.
Our easy-to-understand analysis reports take a deep dive into the most important website metrics and identify opportunities and threats that brand managers need to know about.
Eagle Brand CPG Web Design
An American Recipe Classic Ingredient
Eagle Brand is a nationally recognized and adored brand. Their sweetened condensed milk is used in numerous classic recipes and is now being introduced their beloved products to new generations of consumers.
Providing Better Brand Manager Tools to the Eagle Brand Team
As CPG web design experts, we frequently work as a brand management consultant. In this case, Eagle was searching for several key improvements to its website and online presence. The Eagle team wanted a new, user-oriented consumer goods website with an updated focus and brand messaging. The new focus of the website needed to better reflect what their target audience could do with their products. An updated and improved recipe page design would be the key factor in creating a new website that met these criteria.
In addition to the updated website focus and recipe section overhaul, Eagle also wanted to make sure that the new custom WordPress website was user-friendly, with an emphasis on the user experience. The new Eagle Brand website needed to be easily navigable for its user demographic. A clean clear menu that allowed users to quickly and easily find what they were looking for was essential.
Capturing Mobile Traffic Was a Key Element in the Website Redesign Proposal
The CPG web design would also need to take into account the shift in user behavior. While desktop computers still make up a large portion of internet traffic, mobile has grown into a significant portion of search traffic. Mobile users also represent a key opportunity for consumer goods brands, as many users search on mobile devices while they are in the store searching for a product to buy. Eagle Brand’s new website needed to be mobile-friendly in order to capture this new segment of market traffic.
Finally, the website would need to be more manageable for the Eagle Brand team. The new website would be built so that it would be easy for their team to manage, and make updates as needed. For example, with the previous website, Eagle’s team struggled to update information and images to reflect seasonal changes or product highlights. To increase their control over the website these issues needed to be addressed when we crafted our integrated web strategy.
Solution
Improving the User Flow for Eagle Brand’s Consumer Goods Web Design
Our Chicago web design team understood that a core goal of this project was updating the messaging across the Eagle Brand website to adjust the focus. The new Eagle Brand website would need to feature more emphasis on recipes and baked goods made using their products. Attractive images would be featured prominently across the website pages with a distinct Call-to-Action that leads customers to products or recipes.
The top menu bar would also need to be reorganized to place special emphasis on their recipe pages and to provide clear navigation to other website sections. This would help improve the overall user flow of the website.
Custom Web Design
Better User Navigation, Site Manageability, and an Improved Recipe Page Section Through an Integrated Web Strategy
One of the main objectives of this custom web design was a complete overhaul of the website’s recipe pages. The entire website recipe section needed to be updated to reflect current user behavior and meet recipe page best practices. We created custom recipe pages that aligned with recipe page best practices, meaning they were easy to read, share, and find the products used within the recipes. Links take users directly to where they can purchase the product or find it locally.
Other new website features like categories allow users to better refine their searches and find options in the categories that were of interest to them. The new recipe section also featured collections, so users could browse by options like ‘5 ingredients or less”, “no bake”, or “holiday.” With the updated recipe sections the user search was simplified.
With the improved user flow, these pages would see much more engagement from their target audience. The new pages were also much easier to manage for the Eagle Brand team. Any updates or edits could be made quickly and with ease. Together each of these elements was a key factor in the integrated web strategy.
Custom Website Functionality
Creating a Custom Importer to Manage the Recipe Page Imports
For the new Eagle Brand website, there were hundreds of recipes that would need to be added. To add each recipe would take months to complete and be a major drain on time and resources for the Eagle team. To avoid this our team of web developers built a custom recipe importer to manage the recipe page imports. This custom functionality saved the Eagle time and effort in launching their new recipe pages.
Recipe Book Image for Custom Recipe Importer for Eagle Brand Foods
On the technical side, our Chicago web design team performed numerous upgrades to the website like our custom importer to manage the import of hundreds of unique recipes. The new website also allowed the Eagle team to easily make changes to the website images and text to keep up with their seasonal promotions and product highlights.
From a design point of view, our custom web design team created a unique consumer packaged goods website with updated messaging and focus that also simplified the user flow, allowing customers to easily find the products they were looking for. There was a complete overhaul of the website’s recipe section; creating and organizing recipe pages that were easily filterable. Each of the new website page load speeds was also improved by our team.
Creating an Online Recipe Box for Users to Save Favorite Recipes
We also created a custom functionality that served as a way for users to save recipes they wanted to view later in a section called “My Recipe Box.” This option was present within the menu header across the website so users could always find it easily.
Website Support
Ongoing Support for Our Client’s Custom WordPress Website
Eagle Brand continues to rely on the Idea Marketing group for website support in add-ons and updates for their custom WordPress website. Our client has direct access to our amazing Support Manager Haley Langer. When Haley is not addressing our client’s needs she works diligently to review the site, offer suggestions and create add-ons and updates to help Eagle Brand stay the leading CPG brand for classic holiday recipes.
Our team trains our clients on obtaining the most value from their new custom WordPress website by educating them on how to use it to its full potential. This supports the Eagle Brand team as they easily manage their new website.
Carmex Lip Balm Custom Design + Website Support
A World Renowned Lip Balm Manufacturer
Carmex is an internationally recognized lip balm brand that has been providing the world with lip treatment for many decades. As a family brand, Carma Labs cares deeply about its customers and employees. Currently operating in more than 60 countries and regions around the globe.
Finding a Balm Solution With a Top Digital Marketing Agency
The Carmex brand has been an American staple for many years, and as the CPG brand continues to grow they needed brand manager support and tools to fix some of the website issues they were encountering.
With a variety of issues affecting their website, and of course the overall brand performance, they turned to the CPG manufacturing web design and digital marketing experts at Idea. They relied on our experienced manufacturing web design team for assistance with the following issues:
Reduced Brand Manager Support Capabilities
Any successful CPG brand needs the right Brand Manager support and tools, and a huge part of their toolkit is the website. A website that is difficult to manage, or update, can spell trouble for the brand. In this case, Carmex’s brand managers didn’t have the support they need to make changes to the website. Essentially any website updates, like website information, graphics, product pages, and more, were made virtually impossible because of the difficult back-end management. Without fixing their website, the Carmex team would be unable to add or feature new products, a major problem for the brand.
The limited website management was a direct result of previous website partners using bad code and other poor design choices. This led to decreasing control for the Carmex brand management team over time.
Poor Website Functionality = Poor User Experience
A website’s functionality is incredibly important to the user experience. If there are bugs or broken functionality on the website, then your target audience is likely to bounce.
With numerous bugs and poor functionality, the Carmex website was not providing the great user experience that one would expect from such a top-rated consumer goods brand. These issues were leading to decreased performance for the CPG brand website.
One of the worst issues was the slow website load speeds that users were experiencing, which was only getting worse with each website addition.
Mobile Optimization Wasn’t a Priority
Their previous website was not built with a mobile-first mindset, which means their website was not optimized for mobile users’ experience. With mobile user numbers increasing each year, this is a major issue for many top CPG brands.
Mobile optimization was one of the first problems we discussed during our brand manager support meeting. Making sure that users had a uniform experience, whether on mobile, tablet, or desktop was sorely needed. Everything on the website needed to load and function properly across devices, which was not currently happening.
Solution
A New CPG Website That Assisted with Brand Manager Support
Due to the scope of issues plaguing the Carmex website, we presented a website redesign proposal that would address all the previously mentioned problems. Small updates or website support options would not accomplish enough to meet our client goals.
Our team of custom web design experts would rebuild the entire Carmex website and address the issues that they had shared with us, along with some additional improvements we recommended.
Brand Manager Support Through Improved Control of the CPG Website
First, our team tackled addressing the issue of limited brand manager support opportunities due to poor website management capabilities.
Our team of top manufacturing web design experts got to work removing faulty code and functionality that were causing website errors. Now the brand managers would be able to update the website menu, add products and make other website adjustments as needed. This allowed for better brand manager support when it was needed.
One other issue with form submissions was resolved by integrating Zoho forms, which automatically categorizes submitted forms correctly. This integration greatly reduced the workload on the Carmex website brand management team.
Custom Web Design
Fixing Broken Functionality For Faster Website Load Speeds And A Better User Experience
While fixing the backend bugs our manufacturing web design team also worked to update website processes. Outdated transitions and features that were slowing the website down were removed in favor of clean modern navigation styles. Now, the website would have lightning-fast load speeds, and they wouldn’t be slowed down by future website additions. The new Carmex website load speed score was in the 90-100 range on Google Page Insights. This was a desktop load speed increase of over 40%.
Users would no longer be frustrated by pages that took extra seconds to load or failed to load at all. Now every page on the Carmex website would load quickly and correctly for their target audience.
Optimizing Their CPG website for Mobile Users
The new website was built with a mobile-first mindset, which means the new Carmex website would load correctly on mobile, tablet, and desktop. The design would change based on screen size but there would be no sacrifice in the functionality or content. The new Carmex website’s mobile page speed increased by 148%!
By optimizing for mobile, the new website would be able to reach an even larger audience and drive even more engagement and conversion. This is a major factor missing in most manufacturing web design projects.
Using Modern Manufacturing Web Design to Create a Standout Website
The new website featured a completely new web design that focused on the user experience and promoting the brand’s most valuable products. We incorporated the Carmex style into a stunning new modern CPG web design that users would love.
It features classic brand colors and highlights product offerings with a modern content carousel layout. A clear main menu is pinned at the top of the page with various topics that may interest site visitors. Upon hovering on menu options a drop-down menu appears with further subcategories. A small sub-menu rests above the pinned main menu with contact options, FAQs, international info, and language options.
The new Carmex website features modern manufacturing web design features and content that supports its image as a family-owned brand. Strategic use of the brand colors helps draw user attention to highlighted information or CTAs.
For example, on the home page, a bright red Shop Now button is pinned to the lower left corner of the screen. And on the history page, red typography for the timeline events showcase the legacy of an established brand. At the bottom of the page, a bright red button reading “Sign Me Up” pushes users to join the Carmex newsletter.
In addition, our team implemented language translators so that audiences around the world would be able to experience their new CPG web design.
SEO
Building SEO with an Integrated Web Strategy for the New CPG Website
With all our custom web design websites our team ensures that the client’s new website will meet best SEO practices. We research the most valuable keywords for our clients and evaluate what keywords are currently ranking. Once we’ve identified tangible SEO opportunities, our team uses these phrases both technically and organically across the website content.
We make sure that the website’s meta tags, titles, alt tags, and more align with their SEO priority keywords. Across distinct pages, our team targets specific phrases to help improve those page rankings.
While CPG brands do not focus on SEO as much as other industries, it is still an important element of a website quality score and will help drive more traffic to the website.
Analysis Reports
Providing Monthly In-Depth Analysis to Assist Brand Managers
The final piece of brand manager support that we provided was in the form of monthly in-depth analysis reports. These deep-dive reports help brand managers determine where there are opportunities for improvement, and where the website is succeeding.
Essentially, these provide a high-level analysis that’s broken down into an easily understandable report that can be presented to the executive or leadership team to help them better understand overall website performance from audiences, onsite behavior, new user acquisition, and more!
Website Support
Providing Continued Website Support with Brand Managers
As part of this redesign project, we worked with the Carmex team to educate them on using the new website now that its management had been simplified. With the new backend the Carmex brand manager support team would be able to make edits and updates as needed, something they hadn’t been able to do previously. The team was more firmly in control of their website and when they needed assistance or experienced issues they now had an expert web design team they could rely on for ongoing website support and maintenance.
As an Idea client Carmex has direct access to our exceptional customer support manager Haley Langer. She is always happy to answer any questions or concerns that arise. When Haley is not addressing our client’s needs she works diligently to review the site, offer suggestions and create training videos to help Carmex better manage its website. Our dedication to supporting our clients keeps them confident in managing their sites and less reliant on third-party support.
New Custom Web Design For Hamburger Helper
A Dinnertime Classic Brand
Initially launched on the West Coast, Hamburger Helper has become a household (and dinner table) staple across the US. Fast forward, and Hamburger Helper’s dry-packaged dinner products are distributed across the globe.
Hamburger Helper Knew Branding and Customer Journey Was The Key To Success
While Hamburger Helper packaged goods are just as easy to find in the grocery store as they are to make, their dedicated customers were struggling to find what they needed when it came to their online website. Looking to help the modern-day family, Hamburger Helper enlisted Idea to “beef” up their website with consumer needs at the forefront.
Hamburger Helper’s main goal with its custom web design project was to increase product promotion. Their informational recipe and product pages would showcase the breadth of their product’s value. Every consumer has different needs – and different tastes. Improved marketing of their many options would help make Hamburger Helper products more appealing to a larger potential target audience.
User navigation needed to be as effortless as possible. Increasing the user experience helps visitors find what they’re looking for, and increases the chance to stumble upon something new to keep them on the website page longer. Hamburger Helper wanted their consumers to have different ways to learn more about the product, both in terms of flavor options and inspiration.
For the custom web design, the website language needed to be updated. A large part of family-brand products is the characteristics they portray. Hamburger Helper’s message of being family-friendly, helpful, and delicious can be delivered through improved site imagery and copy across all pages.
Targeting mobile users was also important. The modern family advances with modern technology. With information readily available at the touch of a button, who wouldn’t use their phone for groceries and dinner ideas if it made things easier? With a low mobile score, Hamburger Helper’s original site was missing valuable traffic opportunities and the website was a major challenge for the brand managers to update.
Overall, Hamburger Helper needed help revitalizing their CPG website design. By clarifying the main aspects that Idea needed to resolve, the custom web design would be educational, inspirational, and shoppable for all Hamburger Helper consumers.
Solution
New Custom Web Design That Caters To The Consumer – Literally
Hamburger Helper wants to continue being dependable – at home and online. While Hamburger Helper is a product, it also provides an intangible service. Caregivers have a lot on their plate and appreciate quick ways to easily feed their families.
The new custom web design needed to provide quick, easy-to-understand solutions to their target audience. The custom web design proposal we provided addresses all the pain points the current website had. Ease of management for better brand manager support, direct and simple user navigation, and an integrated web strategy that would not only improve user experience but website performance and ranking.
Custom Web Design
How to Make the Perfect CPG Custom Web Design – A Recipe (Page)
The main reason that consumers venture to the site is to learn new ideas of how to incorporate Hamburger Helper products in these effective meals. With this in mind, Hamburger Helper wanted to strongly prioritize the “Recipes” section in their CPG website design. The redesign restructured the “Recipes” page in three key ways. It allowed a recipe hierarchy by designated meal time and type, users can now apply an intricate filter system for search results based on the desired product, ingredients, or flavor, and all product pages were updated to contain all information a user would need.
With a massive archive of recipes, Hamburger Helper has content to generate interest for both new site visitors and returning. Our custom web design team added a website search functionality, as well as a personalized recipe search, to allow users to find a specific recipe without having to use the filter or scroll through every recipe. By displaying their flavorful products in such an organized manner, users benefit from a better user experience where they can access exactly what they are looking for in a timely manner.
Our team continued to enhance the Hamburger Helper brand during the redesign with a refreshing style throughout the website that remained true to the brand. This was achieved through updated imagery, unique branding details, and SEO and page content strategy. Following the copy, the updated imagery reflects fun times spent in the kitchen. Lefty can be seen more throughout the CPG-focused site as you sift through recipe ideas.
SEO
Using SEO Best Practices as Part of an Integrated Web Strategy
The best SEO practices when redesigning a website have to be balanced with language that targets the prime consumer, in this case, young families. The tone of the copy suggests that their dry food products are fun, and show how playful making meals can be with a variety of creative new flavors to try.
While the website copy may seem as though it is written purely for the target audience, it is also optimized for SEO best practices. The top-ranking keywords for Hamburger Helper are embedded within the site on both the front and back end to help their website compete for the top search result rankings.
Google Ads
Running an Optimized Google Ads Campaign to Drive Traffic to the New CPG Website
As part of our promotion for the new custom web design, we launched a Google Ads campaign to drive traffic to the Hamburger Helper website. The ultimate goal of this campaign was to drive as much traffic to the new website as possible within the click budget.
We started by leveraging best practices and optimization techniques. We created a campaign that specifically targeted users within their target demographic to drive the most valuable traffic to their website.
Our ad campaign was launched on April 16th, and within the first two weeks, our campaign was seeing fantastic results. We should probably mention here that we advise most Google Ads campaigns take 3 months to reach maximum optimization as the learning model responds to our team’s consistent optimizations and campaign adjustments. However, with this campaign, we began seeing desired results almost immediately.
CPG Google Ads Campaign Results
In the first 15 days of the campaign, our campaign resulted in a Click-Through-Rate (CTR) of +10%. For reference, a standard well-managed campaign should receive a minimum 3% CTR. Our campaign was performing at over 7% of the bench standard. In addition to the high CTR and clicks, we also were seeing an extremely desirable Cost Per Click (CPC). Overall the campaign saw very high impressions in the initial two weeks.
Our team also analyzed the data within Google Analytics to gain a wider understanding of the ad campaign impact. In the 15 days of our initial campaign launch (April 16th-30), the website saw 33% more users (as a direct result of the PPC ads) from the period before (April 1 -15th).
Custom Website Functionality
Using “What’s Trending” to Drive User Engagement
With the products properly sorted, Hamburger Helper felt they were receiving the representation they deserved. Plus, Idea even included a custom feature at the top of the home page. The “What’s Trending Section” results are based on live data that shows visitors which recipe ideas are currently the most popular on the site when they first arrive.
Long overdue, Hamburger Helper rejuvenated its brand image with a custom web design and custom website features. Whether consumers are looking for the latest recipe with hamburger or a classic like green bean casserole, Hamburger Helper will continue to be a trusted source for both dinners in your kitchen and on your phone.
Website Support
Hamburger Helper Helps You Find Dinner And Idea Helps Them With Website Support
The process has been planned, the custom web design has been implemented, and the site is live… now what? Many of our clients are afraid that at the end of their custom WordPress website project, the brand managers don’t have the tools to manage the website easily. Unsure of how to proceed, afraid to make necessary changes, or struggling to access crucial data can make it feel like you’re drowning in your new website.
Fortunately, with Idea, you don’t have to worry about managing your new website. Our websites are built with client management in mind and it’s as simplified as possible. Idea clients are easily able to manage their websites, and our support team provides training and resources to help during the launch and following months.
For website questions regarding changes to the front end or the back end, Idea is here to help! Our designated support team will answer any questions and if additional requests or minor updates are needed we provide multiple support pack options.
Have ongoing struggles? Idea’s very own Haley Langer can provide individualized training, educational resources, and future tidbits that will make you a website wizard in no time. Idea Marketing Group is proud to offer additional website maintenance support for our custom food and beverage website redesign clients.
Analytics Analysis
Providing the Ultimate Option for Brand Manager Tools: In-Depth Analytics Reporting and Analysis
Brand managers have a difficult job, managing a brand and keeping the brand reactive to new opportunities and proactive on potential problems. Fortunately, top brand manager tools such as Idea analytics reports exist!
This isn’t your average report that fails to measure the true scope of website opportunities and problems. Our deep dive provides comprehensive reporting on various website factors like audience behavior, user acquisition, website searches, and other key factors. But our report is a lot more than just numbers, instead, our interactive report also provides an in-depth analysis of your monthly performance that gives brand managers the info they need to improve their business.
Essentially, these reports are all the brand management consulting you’re going to need! To continue the improvement of their brand, the team at Hamburger Helper opted to receive Monthly Analysis Reports from the Idea team.
With these reports, the Hamburger Helper’s team received high-level takeaways, data analytics, and recommendations that were easy to understand. Our reports identify the problem or issue, provide insight, and even suggest solutions!
Our website support team often handles these recommendations for Hamburger Helper!
Free Website Redesign Checklist
Are you preparing for an upcoming website redesign? Maybe this is not your first rodeo or this will be your first website project. No matter your experience level, this checklist will help you prepare for your new website.
Our web design services will help you meet the demands of changing consumer trends
Branding and Strategy
Companies that want to improve or completely redesign their existing website should always start with a well-defined plan. Together, we will create a blueprint to be used for your website build.
Define Goal KPIs
Uncover Opportunities
Identify Solutions
Develop a Website Architecture
Build a Brand Board
Map Out User Journey
Perform Competitive Research
Content and SEO
We begin with in-depth research and planning before crafting search engine optimized copy for your website. We will simplify your visitor’s decision-making and improve call-to-action conversions.
Define Messaging Tone and Feel
Establish a Keyphrase SEO Strategy
Write Targeted Website Content
Identify Call To Action Messaging
Create Website Wireframes
Custom Web Design
Where all of your marketing channels feed into. With a properly built website, you are reducing the spend needed on other channels resulting in long-term savings and improved opportunities to generate more revenue.
Responsive Layouts with UI/UX Best Practices
Completely Custom Built on WordPress
Code Optimization for Loading Speed
Usability Testing + Browser Compatibility
1 on 1 Website Training
CRM Integrations
We’ve worked with a variety of CRMs as well as different types of use cases. If there is an API, we have it covered or set help in creating an API as well as leverage Zapier.
Salesforce
Hubspot
Zoho
Pipedrive
SugarCRM
Microsoft Dynamics
Databases
Simplify operations by connecting databases to populate content directly on your website. We can write scripts to import and handle a wide variety of data types and needs.
Product Catalogs
Specification Tables
Data Records
User Management
Cron Jobs for Automated Updates
Website Support and Improvement
Websites, browsers, and user behavior is always changing. We provide plans to support website needs with routine maintenance as well as continuously improving websites to beat and stay ahead of the competition.
Website Support Plans
Managed Monthly Hosting
ADA Compliance + Monitoring
On-going Search Engine Optimization
Content Marketing
Manage Paid Advertising
CPG website design
Let us help you innovate and take your brand to the next level with our CPG website design services!
Idea Marketing has been our company’s website host for many years, and we are very pleased with their services.
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The Patio - Chicago Restaurant Group
Every other agency was telling us what we needed instead of listening to what we wanted. We all felt like you really heard us.
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Superior Beverage - Chicago Beverage Distributor
Our Chicago restaurant group needed a complete website overhaul to match the new direction of our company.
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Phil Stefani Signature Restaurants - Chicago Restaurant Group
Idea Marketing Group is truly an example of excellence. Great design, fast turnaround, friendly team – Bridgford loves Idea!
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Bridgford Foods - Chicago Food Manufacturer
Free Marketing ROI Assessment
If you’re struggling to generate digital marketing ROI, our quick survey will show where you can make impactful changes. Understanding why your marketing isn’t working is the first step to fixing it.
We work hard to be the web agency you actually enjoy working with. You can speak directly with any team member and can tell immediately they have your best interest in mind. No bullsh*t or technical jargon. Our agency was founded in Chicago on June 15, 2009. Since then, we have grown to include talented team members in various parts of the United States. Our clients are located all over the nation including worldwide.
Matt Stewart
Matt Stewart
Creative Director
David Vadala
David Vadala
Creative Director
Shreyans Jain
Shreyans Jain
Founder
Erin Karper
Erin Karper
Senior UI/UX Designer
Marian Ladenburg
Marian Ladenburg
Inbound Marketing Strategist
Natalie Dunlap
Natalie Dunlap
COO
Charlie Newman
Charlie Newman
Quality Assurance Engineer
Syed Naqvi
Syed Naqvi
Project Manager
Lauren Dillmann
Lauren Dillmann
Creative Designer
Jessie Pyne
Jessie Pyne
UI/UX Designer
Carl Widdowson
Carl Widdowson
CCO
Kevin Thompson
Kevin Thompson
Senior Director of Client Services
Chevis Patterson
Chevis Patterson
Enterprise Architect
Michael Clark
Michael Clark
CTO
Chase Gibson
Chase Gibson
Sales Operations Manager
Haley Langer
Haley Langer
Project Manager
Michael White
Michael White
CEO
Anderson Clark
Anderson Clark
Jr. Web Developer
Daisy Dee
Daisy Dee
Client Services Manager
Lia Carlin
Lia Carlin
Senior Director of Client Services
David Griffin
David Griffin
SEO Specialist
Travis Cooper
Travis Cooper
Senior Digital Media Strategist
Hannah Linkenauger
Hannah Linkenauger
Social Media Specialist
CPG Web Design Services FAQ
How much do web design services cost?
This truly depends on the scope of the project, the business niche, and the business’s future goals. A simple, small business website will have vastly different design needs than a well-established big business.
In addition to the size and scope of the project, the cost is also contingent on the expertise of the web designers. Although freelancers are more affordable than design agencies, their ability to deliver a full development service will be limited by their skillset.
If you are looking for a web development agency that can deliver on UX design, content creation, and technical development, your best bet is to find an agency that owns the full web design process. In general, small or mid-size agencies will typically charge $12,000 to $50,000+ for custom web design. At Idea, our CPG web design services start at $30,000 for full-service website development.
How much does a website cost?
This is a loaded question that requires a bit of a loaded answer. Websites today are complex marketing tools that require a team of specialists:
Project Manager
Account Strategist
Designers
Front-end Developers
Back-end Developers
Content Writers
SEO Specialists
Similar to building a home, it first requires a plan to ensure every detail is covered. We like to call it a website roadmap.
We approach every website build in phases. The first phase is a deep interview of your company with pertinent members of your team to answer key questions to help uncover pain points, understand your goals, identify opportunities, as well as analyze the companies you are up against.
Next, we take the recommendations and knowledge gained during the first phase to craft a well-defined strategy for the custom website build. This includes the website architecture, target user personas, user journeys, brand messaging/voice, and SEO strategy which allows us to more accurately define a scope of work for the remainder of the build following the roadmap.
We will have a detailed plan as to what will be needed to build a website that not only meets your current needs but also provides a system to grow and scale helping to land your next big sales opportunities.
With all of that being said, our custom websites start at $30,000. You will not find any cookie-cutter templates here and all work is done in-house by our full-time employees.
What is CPG?
Consumer packaged goods (CPG) are items used daily by average consumers that require routine replacement or replenishment, such as food, beverages, clothes, beauty items, and household products.
At Idea, we have years of experience working with notable CPG brands. It requires a unique approach to highlight retail and distribution channels while providing educational and helpful resources to consumers to help with the brand positioning.
What is the average timeframe to build a website?
Our proven process has been continuously improved over many years of collaboration and best practices requiring each phase to be completed and approved before starting the next. We will schedule bi-weekly calls and ensure we’re on track with the project build.
Typically, the website timeframe from start to finish is about 5-7 months. The following are the stages that follow our website build:
Branding + Content Strategy> Website Architecture> Target User Persona(s)> User Journeys> Brand Messaging / Voice> Keyphrase SEO Strategy> Define Scope of Work for the Website Build
~1 Month
Website Build> Content> User Interface Designs> Frontend Website Development> Backend WordPress Development > Launch and Final Testing
~3 – 6 Months
Included WordPress Training > One-on-one or group training> WordPress training guide > Typically plan for 60-90 minutes
After Launch
What is web design and what can I expect?
Web design entails the planning, strategizing and creation of a new website. Usually, many skills in UX design and digital marketing fuse together to create a website that is optimized for lead generation and web performance. These include information architecture, user interface, site structure, navigation, layout, colors, fonts, and overall imagery.
Many web design agencies combine their web design services with digital marketing services that encompass SEO optimized copy and content creation to further businesses’ web development goals. Overall, a well-designed website is created with a strategy in mind that meets both business and user experience goals.
In terms of web design, there are two common methods that entail designing websites for a number of modern devices – responsive design and adaptive design. In responsive design, content moves dynamically according to screen size, whereas in adaptive design, the website content is fixed in its layout sizes, matching common screen sizes. Web designers must maintain consistency in which design method they choose in order to meet user expectations and trust.
A usual web design process entails the following steps:
Goal identification (objectives for the website as they relate to business goals)
Scoping of the project (identifying features, timelines, and necessary developments)
Wireframe creation (planning how design and content will fuse seamlessly)
Content creation (creating sales copy that is persuasive, that includes calls to action, and is SEO optimized)
Visual branding (figuring out the visual style and presentation that aligns with company branding)
Testing (testing how the website functions on multiple devices and fixing any glitches)
Launch (website goes live and promotional material is generated to spread the word)
