Website
case study
Ella Jaye Catering Website Refresh
Brief
Farah, owner of Auckland-based catering company Ella Jaye Catering, had a website which wasn’t quite hitting the mark. Customers were contacting her with basic questions she thought the website already addressed, and she suspected the overall look and feel didn’t reflect the quality of her catering services. Frustrated and unsure where things were going wrong, she reached out to us for help.
Delivery
We started by clarifying the core strategic elements: unique selling proposition (USP), target audience, and key brand messages. This vital foundation work ensured a comprehensive customer focus and provided the tools to create a sitemap and content plan.
Rather than starting from scratch, we opted for a website refresh as we felt the site already had pretty good bones. We added new pages, re-wrote all the copy, reworked the layout for a smoother customer journey, gave the design a polished more premium feel, and helped Farah gather new imagery to properly showcase her catering artistry.
The project required collaboration with her booking engine provider and SEO agency to ensure our updates didn’t disrupt their ongoing work.
While the refresh ended up taking more time in design and development areas than we had initially planned for, we were still determined to deliver exceptional results.
Outcome
The refreshed website is now live and thriving. It perfectly reflects the quality of her catering services and provides a seamless experience for potential clients. Visitors can easily find the information they need and are guided effortlessly toward placing an order.
The project also taught us a valuable lesson: any website refresh involving a completely redesigned customer journey and major design updates edges into new-build territory. It was a valuable learning to apply to future projects and next time, we’ll refine our scoping process to reflect this.
That said, we loved working with Farah on her website, and the outcome speaks for itself. Her new website is as impressive as her catering, and we’re proud to have been part of her journey.