Web Design & Marketing, Manufacturing, Website Redesign

Edlong Website Design & Development

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A Tasteful Collaboration

There is a science and an art to creating authentic tasting dairy flavors. Edlong has the broadest global portfolio of dairy flavors and is the only certified woman-owned flavor house in the food manufacturing industry (WBENC).

Over the years we’d had the pleasure of working with various members of the Edlong team in their previous roles at other organizations on a variety of website projects and marketing initiatives. As the need to improve the Edlong.com website surfaced, our old friends saw fit to pull Solid Digital into the mix—and we were certainly thrilled to be able to dive back into the wonderful world of food ingredients.

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Challenges

Edlong had previously struggled with the complexities and challenges of managing multiple websites—in their case, one in English and one in Spanish—which made it difficult for their teams to update or add new content.

Additionally, their team had spent lots of time and energy developing engaging traditional marketing materials, but weren’t adequately presenting that high quality, informative content on their website.

With a goal of consolidating Edlong’s English and Spanish sites and properly representing the Edlong brand online, we embarked upon a journey to unify and elevate their digital presence.

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Strategy & Collaboration

Throughout the project we met weekly to ensure we were all in alignment on strategy and schedule.

To start, we held a strategy session with Edlong’s team to fully understand their needs. Our design team took the goals of the site into consideration and effectively placed CTA’s to drive leads. This included forms like “Request a Sample” and gated content.

We wanted to make it as easy as possible for users to get the information that they need, while also allowing Edlong to capture leads. All of the forms were integrated with Pardot, a Salesforce platform, allowing Edlong to easily track submission data. We leveraged the The WordPress Multilingual Plugin to consolidate the Spanish + English site into one. To provide flexibility we created multiple templates allowing Edlong to tailor pages to fit their content and marketing needs.

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Digging In

We began by creating high fidelity wireframes featuring our proposed layout of the new site. Following wireframes, we produced designs that took full advantage of Edlong’s beautiful custom photography.

We designed templates and  integrated those into WordPress to accommodate both English + Spanish variations. Edlong’s team was then able to quickly and easily begin managing content within their new, user-friendly content management system.

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Results

Together we were able to make Dairy Technology fun and inviting. The design is the star in this project! The imagery and theme provide an elegant experience that drives users to want to learn more and reach out to Edlong.

+18.05% Organic Traffic

-26.51% Reduction in Bounce Rate

+18.44% Increase in Mobile Engagement