It has been some years since Google launched their first guide for evaluating website quality and usability. Though it is an excellent handbook of best practices, there are still, to date, lots of digital disasters to be found. In Gastromedia [¿esto no habría que actualizarlo a “Ivoro?] we invite all Food Marketing managers in Spain to contemplate their websites with a critical eye—same as Google is doing with all of us.
These days, it is not nearly enough to “be present” in the digital environment, but you need to actually “be digital”. Websites are the modern equivalent of those first French showrooms back in the days of industrial revolution, where you either would make a difference or disappear. As we have said before, consumers have a digital relationship with the brands they like and trust. It is therefore not enough that your product has good value for money, but it must have a worthy added value in order to be “the chosen one”.
We started developing Caldo Aneto’s culinary strategy back in 2016, and we have continued their digitalization process with the development of the new corporate website. Aneto were clear in their mind: they needed a customer‑oriented website, where products and the manufacturing process of the broth they produce got close to the final consumer.
We greatly enjoy working in global communication solutions for our partners, so we set all wheels in motion to have Aneto digitally connect with their customers.
Site definition—the key to success
Before designing a website, we must always ask ourselves what it is aiming at, and what the brand audience is likely to look for in it. This is precisely what we did working closely for (and with) Caldo Aneto, until we isolated the following needs:
- to disclose their production process in a fully transparent fashion, so that the visitor will realize this is a broth that holds no secrets.
- to communicate the events they take part in through a simple, easy-to-update blog.
- to inspire new uses for their products through a cookbook.
To us, it was clear from the outset that (as is the case with all the websites we build), Aneto’s website had to follow three basic criteria:
- Content first: A website based on the content it is going to host
- SEO-friendly: Designed for users and searches
- Responsive: Browsing-friendly from any device
It is a fact that nobody wants a complex website—pretty much the opposite. That is why it is better to invest time in defining a website properly in order to develop a simple, efficient solution: usable, fast, neat, and Google‑friendly.
And so we got to work in laying down information architecture, navigation needs, contents, and so on. That is, in defining the whole site before moving to the next phase.
Website production, design and programming
Once the necessary sections were decided upon, it was time to face the design phase:
- Since the design had to convey the brand values at a glance, we chose to include generous-size images to transmit the brand’s essence: spontaneity and fresh ingredients that are 100% natural.
- We wanted to use their trademarked white and yellow checkered tablecloth in a subtle way, as this bit of graphic sets the product apart in the shopping line.
- An important aspect was to convey the closeness of the brand to the consumer, which was developed with a more casual, cool, juvenile approach to the copywriting.
- And yet another key aspect in developing this website was how products and recipes are intertwined, thus generating cross-links to pages where the visitor will discover a whole range of products from their “broth menu” and find inspiration with various step-by-step recipes.
Even though the online shop was left outside the project and our scope, it is seamlessly integrated into the new site. This e-commerce addition both complements and is fed by the contents with which we inspire visitors through the cookbook.
The ever boiling website
Aneto feels really represented by the new site and through it, they help their customers improve their food habits and inspire them in new uses for their products via up-to-date traditional recipes. Thanks to the culinary and content strategies developed for Caldo Aneto and the revamping of their website, Aneto now use their online presence to convey a brand image that is much more consistent with what they are: a website that is boiling 24/7 to offer their consumers the best possible broth.
Does your food brand also need a web that looks irresistibly tasty?