Saving The People Who Saved The American Family Farm
When Organic Valley came to us, they had a sprawling, difficult-to-navigate website with a bunch of competing messages. We completely rebuilt the site, trimming it from 1,400 URLs to a couple hundred SEO-optimized pages. As the lead copywriter, I was responsible for making sure that all our messaging, from farmers' stories to product descriptions to recipes, was cohesive and compelling.
This site won Silver for Best Consumer Website at the 2016 DC Addys.
Farmers first
We put Organic Valley's people front and center, adding a geo-locating widget to the home page and driving home the idea that better food comes from better farmers.
Find your farmer
Out of Organic Valley's nearly 2,000 farmer-members, we selected the 50 most-compelling stories and wrote them for the new site. We then tied those stories back to our geo-locating widget, to let consumers learn about the family that created the cheese on their crackers and the butter on their toast.
Farm to table
Recipes were a critical part of our SEO strategy.
Eat first with your eyes
Simple, bright photography and videos using natural light give visual cues that make baking easier.
Different is good
Our clean and friendly designs drove longer on-page engagement and decreased bounce rate by double digits.