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Rebuilding Hormel Health Labs Website

Consolidating and updating the online presence and eCommerce platform for the Hormel Health Labs specialty food portfolio.

Client
Hormel Health Labs
Capabilities
Content Creation, Business Strategy, SEO / SEM, Digital Marketing, Design, eCommerce

Hormel Health Labs had a segmented online presence, one website for sales and one for content, both in need of an update. We worked with their team to streamline their digital ecosystem and create a more modern, usable and beautiful website to complement an evolved Ecom and digital ecosystem.

The HormelHeathLabs.com Brands page, the MightyShakes Brand page, and Products page.

The Hormel Health Labs team needed a cohesive, easy to manage, modern web presence that better reflected the brand’s new focus on building community and at-home customers. The way the ecosystem operated for users also needed to the modernized and streamlined, to allow customers to find information and products they were interested in more easily and all in one place.

After an extensive look into the analytics of the current sites, the industry’s SEO / SEM landscape, customer surveys and other research our team and the folks at Hormel Health Labs came together to create some high-level goals for the overhaul.

Project Goals

  1. 01

    Increase sales among the entire suite of Hormel Health Labs products in consumer and institutional markets.

  2. 02

    Drive consumer / institutional traffic to the proper digital properties.

  3. 03

    Increase brand recognition while evolving the perception of Hormel Health Labs and build trust within target audiences.

  4. 04

    Humanize Hormel Health Labs via consumer engagement, social campaigns, an updated visual identity, and content added to the new corporate website, social profiles, through PR opportunities.

  5. 05

    Empower the Hormel Health Labs team to utilize their online properties to increase sales and relationships.

With that all in mind we got to work by first cataloguing the current state ofHomecareNutrition.com and HormelHealthLabs.com. Our team worked with The Health Labs crew to map the entirety of both sites and trim any fat possible. In the process we folded HomecareNutrition.com into the site architecture of the new HormelHealthLabs.com so there would be one home for the organization’s content.

Updating the Look and Feel

One of the most critical parts of this project was getting the new look and feel of the site locked in. It needed to be approachable and professional, conveying the expertise of the client without feeling to cold and institutional. To that end our team worked to create a fresh design system that utilized some new elements and fonts that conveyed a more editorial style which, when paired with more corporate website tropes, helped get both ideas across visually. We also created a more modern color scheme and a set of updated secondary brand elements like icons and sub-brand specific illustrations to help users feel more comfortable on the site. With all of that worked out we called our frequent collaborators at Adjacent to help us with the development of the site and the new HormelHeathLabs.com was live.

Iconography developed for the site along with screenshots of various pages and an example of new product creative the Attention Span team helped art direct.

The Results

The resulting Hormel Health Labs site is much more personal, effective, and efficient. There’s now a home for the company’s content and a much smoother eCommerce solution for customers and consumers, and the numbers back that up.

  • 41%

    Increase in total eCommerce revenue (including estimated 3P sales)

  • 24%

    Increase in quarterly website users

  • 68%

    Increase in page one keywords