Case Study:
Millers Catering
Client / Company:
Service:
Branding & Website Project
Industry:
Commercial Kitchens
Location:
London, UK
A Modern Palette for Southeast Commercial Catering Supply Company
Millers Catering Equipment, sought a digital presence that reflected their professionalism, efficiency and high standards of excellence. The current team were looking to reprioritise their marketing and online presence in order to meet ambitious growth targets and create a high-performing digital storefront. For this reason, they contacted us to help them tackle a branding and website redesign project to update the company’s digital ecosystem.
What we did:
Branding
Project
Website
Design
Website
Build
Before working with us, Millers Catering faced two primary challenges with their website:
-
Confusing user journey:
The original website lacked clarity and a sense of direction for the user, meaning that the offering was not clear or easy to understand and navigate for the target prospect. -
Outdated excess:
Having worked with the original website for a number of years, the client was aware that many of the pages were outdated and unnecessary, causing confusion and misdirection for prospective users and overcomplicating the journey through the site.
To address these challenges, we undertook and comprehensive branding project and website redesign to modernise and simplify the client’s website for a contemporary audience.
To address these challenges, we undertook and comprehensive branding project and website redesign to modernise and simplify the client’s website for a contemporary audience.
-
Logo redesign:
The new logo embodies the client’s core values of professionalism and efficiency for their customers. The adoption of the ‘M’ icon connotes movement and forward progress, as well as the synergy between the three key areas of the business and the collaboration between them to achieve for their customer base. -
User-friendly design:
We designed a modern, user-friendly website that is easy to navigate and visually appealing, removing friction points and convoluted journeys for the user. -
Mobile-friendly development:
We developed a website that is responsive and ensures a positive user experience across all devices, including desktops, tablets, and smartphones. -
Conversion optimisation:
The website now has clear conversion paths, guiding users towards making an enquiry, contacting Millers Catering, or booking a kitchen design consultation.
Results
The new website provides Millers Catering with a professional, modern and impactful foundation for their expanding online presence. It is now a valuable tool for:
-
Showcasing their expertise:
The website effectively communicates Millers Catering’s experience, expertise, service offering and past work. -
Attracting new customers:
The user-friendly design, clear and simplified structure, and clear conversion paths have paved the way for an increase in organic conversions by removing unnecessary barriers and sticking points. -
Alignment with modern industry expectations:
The website now accurately reflects Millers Catering’s expertise in functional, top-class commercial kitchen design, building trust with users from their very first visit.
Conclusion
By designing and building a modern website with conversion optimisation in mind, we helped Millers Catering to improve their customer journey and leverage their online foundation as a clear and informative tool to generate enquiries.
The user-friendly and easy-to-navigate website allows them to reach a wider audience, magnetise more organic traffic, and achieve their business goals of expanding throughout the UK whilst holding their position as a well-respected market leader in commercial kitchen supply and service.
