David Willan already had a website in place which was approximately a fourteen years old. The website presented a limited amount of information about the various strands of the business but had a lack of imagery and was not SEO (Search Engine Optimisation) friendly. With unique offerings in the wholesale market as they also sell their own produce made on site, they felt it was time to replace the website with something more dynamic that appealed to a changing customer base and rivalled their competitors.
With multiple aspects to the business including wholesale and food distribution, on-site bakers, butchers and ice-cream makers, as well as a busy shop located at Oxenholme Railway Station, they were keen for a new website to clearly present each. They wanted a website which was more contemporary from which they could simply update product lists. It was also important that what makes David Willan Quality Foods unique including the family nature of the business was well represented.
Our first step was to start from scratch and design and entirely new website. This was based on thorough conversation with the proprietors and other members of staff to understand what they wanted to get out of the website. As a family business which has been trading in the Oxenholme and Kendal are since 1979, they were keen that their brand was well-presented by the website. We worked with a photographer to obtain imagery of the premises, products and the proprietors – David and Steven Willan. The resulting photographs enabled us to design a website which was aesthetically pleasing, using imagery more than text to engage with visitors to the site.
We felt it important to highlight what sets David Willan Quality Foods apart from other local wholesalers. To this end we ensured a little of the interesting history of the business was included on the website and emphasised the nature of the business as it truly is. Clearly identifying the separate sections of the business was also considered important with each given its own page, demonstrating the variety of produce.
To encourage sales leads we included an easy-to-use contact page which allows potential and current customers to express an interest in certain products. We were pleased when they received their first enquiry through the website within less than a week of it going live – something that couldn’t have happened with their old site.
We’re easy to talk to and we don’t (and won’t) talk jargon. We like to keep things simple.