Overview
Harvest & Co, an organic food distributor, had outgrown its five-page brochure site. Wholesale buyers couldn’t find product specs, and the demo-request form converted at under 1%. Over six weeks I rebuilt the site from the sitemap up: stakeholder interviews, a new information architecture, and eleven modular templates the marketing team edits themselves.
The challenge
Two audiences shared one navigation — retail shoppers and wholesale buyers — and both bounced. Analytics showed 70% of wholesale traffic dying on the homepage, while the sales team answered the same five product questions by phone every day.
Approach & solution
I split the experience into two clear paths from the hero down, gave every product line a scannable spec section, and replaced the generic contact form with a three-step demo request tuned to buyer intent. A warm editorial visual style — big produce photography, cream sections, confident serif headlines — finally matched the brand’s market-stall personality.
