customer project Duijvestijn Tomatoes
Pruning and FERTILIZING CONTENT LEAVES SAPPLE INFORMATION!
We created a juicy new website for Duijvestijn Tomatoes. The company has a lot to say and many different target audiences. And they all want to be able to reach their goal on the website quickly and smoothly. After a bit of puzzling with post-its, we found a clever structure. And all the impressive innovations are allowed to shine. With the new site, the number of information requests has increased and most of them now arrive directly in the right inboxes. More visitors from abroad are also coming to take a look.
The situation
That another web professional says "Go talk to Buro Staal, because I'm pretty sure you have a click with those girls." So cool! So that's how Roos Zurel of Duijvestijn Tomatoes came to us. Their website was rather outdated, and not all information was easy to find. The latter, by the way, was not very strange, because they have relatively many, and also very different target groups. First of all, Duijvestijn Tomaten grows tomatoes. But in addition they have also developed packaging material in which they use the fibers of old tomato plants. How sustainable is that! Furthermore, they process some of the tomatoes they grow into dried tomatoes and tapenade. With again a very own customer base. On top of that, you can book company tours. And of course they use the site to employ professionals and helpers. Try keeping that clear!
"Buro Staal is nice and approachable. Rosanne understood very well what I meant, was ready with advice, and explained things well. We most wanted the new site to show us as professional and innovative. And that worked out very well."
The goal
In this collaboration, the goals gradually became clearer. We immediately agreed that the structure and navigation needed to be clearer. Rose had already been working on that puzzle before our strategy session. We didn't have to puzzle long about the mobile responsiveness, by the way. That was already high on the list anyway.
The approach
During the strategy session, we pulled out the post-its. On these we wrote all the page titles. With these post-its, we tried out different menu structures. Just until we had a setup that was user-friendly for all the different audiences. Now they can all go from the homepage and the menu directly to information that is relevant to them.
In addition, all target groups also had to be able to reach their goals as quickly and smoothly as possible. This required a lot of extra content. No long lines of dry text, that would not make anyone happy. So we just kept throwing ideas at each other until all pages were nicely targeted and easy to scan.
"We've had a lot of positive feedback from clients, colleagues and job applicants. The website looks fresh and professional. Information is easier to find now. In addition, the instructional videos made by Buro Staal provide many tips on how we can best manage the website."
The result
Previously, most messages arrived at the general e-mail address. Since the launch of the new site, most messages arrive directly to the right people's inboxes. The number of international visitors has also increased.
