Recently identifying trade customers as their main business unit, Treleavens was an ice cream maker in limbo. Looking to direct sales toward commercial customers with a website targeting the end consumer placed them in an unhappy middle ground.
Messaging on the existing website was confusing to both the trade and consumers, which ultimately lead to fewer trade enquiries – and resulting revenue – and an influx of unfulfillable requests from the general public.
Our initial strategy discussion with Trelevans quickly identified the need to shift the website content from consumer-facing to instead adopting a trade-focused approach.
Working closely with the managing director, we created website content that would primarily benefit the trade whilst not alienating the consumer audience.
For trade, we identified three different types of customer (chefs, retail and ice cream parlours) and created content specific to each group, where details about the different types and size of ice cream available to them, a relevant case study, recipe ideas, and details of how to become a stockist, were included.
For consumers, we highlighted the brand’s provenance via pages like ‘our story’, whilst pointing them to a third-party supplier where they could buy the ice cream.
We established a clear scope of work for the project. This included:
The below steps were followed to carry out the build and launch of the new Treleavens website, alongside the creation of site-wide content.
Strategically create a new audience profile for the site to ensure the content would be targeting the right people.
Structuring content in order of importance, taking into account factors such as SEO and user experience, making sure that key information was easily discoverable by busy stockists.
Providing a suggested content structure for each page type.
Working with the web developer to ensure the site design and presentation aligned with the new content and brand re-positioning.
Thorough testing of each page for bugs and for a polished user experience with the content we created.
When the website was live, we continued to offer support to the client by:
In line with the brief, we created a website content that primarily catered for the trade, providing Treleavens’ potential B2B customers with a platform to easily assess the options available to them.
Although not the priority, consumers are also catered for with content surrounding the brand’s provenance, and clear signposting to stockists to support Treleavens’ B2B customers.
Since launch, stockist enquiries have increased dramatically, and there is less confusion about the brand’s B2C offering.