Maple Leaf Farms
- UX Design
- Content Strategy
- Web Development
- Ecommerce
- SEO
Transforming a complicated, outdated corporate website into a maintainable, powerful sales tool.
If you’ve eaten quality duck at a restaurant, chances are you were enjoying a top-of-the-line product of Maple Leaf Farms.
Maple Leaf Farms (MLF) provides duck products to food service and retail channels across the globe. In addition, it expands into chicken with its sister brands, Milford Valley and Sandra’s Chicken. The MLF team decided it was time for an upgrade as their more than a decade old site was outdated and frustrating to manage—not to mention experiencing down time during peak selling seasons making it unreliable. The website was not an accurate reflection of MLF’s world class brand.
"Maple Leaf Farm’s old content management system was extremely outdated and very difficult to manage. I was so excited for the MLF team to have a new content management system that is easy to use, organized, and efficient. We took a complicated site and transformed it into an exceptional website that reflects Maple Leaf’s elite brand and can be easily maintained for years to come."
Our approach
The MLF team needed Reusser to look at their content and website goals through a new lens. Our lead content strategist and UX designer partnered together to create a new site structure and overall user experience to better meet MLF’s goals. Additionally, MLF needed our development team to analyze what custom functional components MLF needed to meet different types of user’s needs around the globe.
"I’m a very organized person, but organizing 400 pages is a little unattainable for me with all of the other things I have going on. So the fact that we had someone take all of our content and dedicated the time to organizing it was such a game changer. I would not have had time to organize that nor create such a seamless process. I wouldn’t have known where to start. The whole package was necessary to really get organized and make it happen."
The solution
In partnership with the incredible MLF team, our talented Reusser team of developers, strategists, and designers came up with custom solutions to meet MLF’s needs including: a filterable duck recipe library, a regional map to explore recipes by region, the ability to locate a store by location, a mega nav to easily navigate the site, and two password protected portals for brokers/distributors and international customers.
The results
Since launching in November 2020, we’re excited about the site’s performance and how it has increased MLF’s bottom line. Some exciting wins for MLF include:
From the American Advertising Federation of Fort Wayne due to the site's level of creative excellence.
Two weeks after the site launched, MLF had their most successful weekend of online sales in MLF history.
"Overall it’s helped us a ton with cranking out our holiday content and our sales. It’s been really great from a performance standpoint due to overall usability. Customer service uses the site all the time and it’s so much easier to pull information from. We used to have one person in charge of making all of the changes to the website, now we have four or five people who can go in there and make little tweaks if needed which has been a huge lift of pressure off of me to not have to go into the site and make all of those changes on my own. From the backend side of things, it’s been incredible."
SEO OPTIMIZATIONs
To help attract consistent, relevant traffic, we managed a variety of SEO tactics that included:
Fixing any technical issues
Optimizing recipes pages
Compiling audience personas
Writing pillar pages
Launching a blog
Developing a content calendar
