Helping Peckwater Brands relaunch a new site in multiple countries

Project overview

Peckwater Brands provides a unique service model for kitchen operators by offering delivery franchise virtual brands. Serving a diverse clientele from local pubs to food chains, they have an expansive operational footprint in the UK, France, Germany, the USA, Austria, and Switzerland.

With the growing success of their business model, Peckwater Brands decided to invest in a new website, aiming for a greatly improved user experience and organic search optimisation.

Collaboration and process 

The revamp was a collaborative effort involving myself on the SEO side, web developers, a designer, UX experts, and content writers. SEO insights were integral to the sitemap structure, audience research, initial wireframes, content creating, and page layout designs, ensuring a cohesive and informed approach to the website overhaul.

Peckwater Brands' investment in a new SEO-driven website addressed previous shortcomings, leading to enhanced performance and user experience. 

Opportunity

The original website didn’t take into account latest best practice which opened up the opportunity to improve on the below factors:

• Untapped SEO potential: The old website, which was not SEO optimised, offered an opportunity to expand reach and increase traffic.
• Performance and technical issues: Both mobile and desktop versions suffered from poor performance, primarily due to the use of unoptimised, non-native code for Webflow.
• Complex content management: The system for managing content was complicated, which resulted in slow website content changes.
• Untapped SEO content marketing potential:The existing content wasn't fully aligned with audience organic searches. This offered  a great opportunity to refine and create more educational content. 
• Outdated content: A substantial amount of thin content housed under a subdomain needed refreshing. It created a disjoint user journey and wasn’t attracting any organic traffic.
• Poor UX experience: The company works with multiple different audiences and ICPs, across multiple countries. Content discovery, internal linking, navigation and personalisation needed to be rethought.

Strategy

To address these issues, Peckwater Brands adopted a comprehensive SEO strategy:

• New site information architecture: Restructuring the website's IA was the first step, ensuring a solid foundation for the new SEO strategy.
• Sitemap development: Collaborating with stakeholders, a new sitemap was created to enhance site navigation and help content discoverability.
• Content gap analysis: Identifying content gaps related to core ICPs was crucial for targeting and attracting the right audience.
• Content consolidation and migration: Existing content from old subdomain was consolidated, refreshed, and migrated to the main domain.
• New content development: Detailed page briefs were prepared, guiding content writers to produce new, helpful content aligned with latest Google guidelines on people-first content.
• Design and wireframing: Wireframes for the new site were produced based on the latest SEO practices.
• Technical collaboration: Working closely with Webflow developers ensured that the new website met the technical benchmarks for SEO, focusing on Core Web Vitals and page load speeds.
• Website migration: A seamless transition from the old to the new website was executed with careful planning of URL mapping, internal link updates, and sitemap revisions.

Results

The redesign and new content led to substantial improvements:

• Effective optimisation: Main product pages and educational content are now fully optimised to meet searcher's intent, and are fully aligned with SEO and UX.
• Complete technical optimisation: Solved a lot of technical issues, page experience and load speed problems. ‍
• More user-friendly content management: The new content management system is more intuitive, facilitating easier publishing and managing content across many different areas of the site.