Okanagan Specialty Fruits - Biotech website design
Displaying science and innovation through a website
Not every marketing challenge is about lead generation or increasing volume. We improved the website traffic's quality, targeting prospective businesses looking for services and partnerships with this biotech company.
Background
Not every marketing challenge is about lead generation or increasing volume. Okanagan Specialty Fruits is the parent company of Arctic Apples, a non-browning apple developed for retail and food-service applications. Their website failed to broadcast their values and service offering, instead generating consumer searches for information on GMO foods.
Rather than increasing traffic, OSF wanted to improve the composition and quality of traffic to the website, targeting prospective employees and businesses looking for services and partnership rather than consumers seeking information on GMOs.
Challenge
The primary challenge for this project was to reframe the website’s content to serve OSF’s business objectives, while displaying the information in an appealing and professional manner. The goal was to reduce or eliminate traffic from consumers looking to learn about (or debate the merits of) GMO products.
Solution
To this end, we identified a set of content that primarily delivered consumer traffic. We redirected this traffic to the homepage or to relevant pages with B2B intent.
Our website design struck a balance between friendly, personal, and casual, and professional, technical, and capable. We worked to update their branding while retaining its original look. The new website features more strategic content including an upgraded job board and a streamlined, B2B focused sitemap.
Results
OSF’s results are best expressed by its organic search keywords. Once dominated by GMO keywords, OSF’s search profile now largely consists of branded terms, informational fruit growing terms, and biotech related queries. Despite a significant reduction in overall search traffic due to elimination of low value keywords and content, search visitors spend 87% longer on the website now than ever before, finding relevant B2B information for their high-value queries.
Simplicity and collaboration is the key to success
“Building a website can feel like a daunting task, but BlackBean made the experience from start to end extremely seamless. Their workflow process is exceptionally user-friendly, communication was excellent with progress updates and regular check-ins. The project was completed on time and within budget, and the end result exceeded our expectations. The BlackBean team is extremely personable, knowledgeable, thorough, and innovative, and I wouldn’t hesitate to work with them again!” – D. Briggs, Communications Manager
