Website Makeover: Fresh Vibes for U.S. Pulses Southeast Asia
How long should you wait to refresh the website? We’re not talking about adding or updating content, we mean a full redesign: new fonts, new typography, new color scheme, and more. There’re a few different reasons why it makes sense to take your website back to the drawing board. In 2023, we did just that.
Market research firm AgriSource worked with PAPER & PAGE to bring a full facelift to the U.S. Pulses Southeast Asia website, allowing us to seize the opportunity to reinvigorate the brand with a modern aesthetic and create opportunities for content marketing.
Since 2017, AgriSource has partnered with PAPER & PAGE to develop markets for U.S. Pulses (legumes) in Southeast Asia on behalf of the U.S. Dry Bean Council (USDBC) and the USA Dry Pea & Lentil Council (USADPLC). Together, we’ve created social media channels and a multilingual website promoting the quality, nutrition, versatility, and sustainability of U.S. Pulses to consumers in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
See the full case study of our integrated marketing campaign for U.S. Pulses here.
Six years and one award later, we’ve continued to hit targets for social media fan growth and engagement, while more than quintupling our annual website traffic. Nonetheless, six years is a long time. In 2023, we sought to capitalize on a post-pandemic boom in F&B trade shows and activities.
To capture the essence of the times, we pivoted the existing website’s elegant aesthetic to one of vibrancy, vitality, and exuberance, underscoring brand messages of health and nutrition.
PAPER & PAGE worked with AgriSource to explore multiple approaches to the website redesign and settled on a “lively & fun” theme.
As with the original website, we also took care to localize major pages and recipes featured on the website into Bahasa Indonesia, Thai, and Vietnamese.
Website translation & localization isn’t just good for your audience, it’s good for search engine optimization (SEO). If you want to learn more about why and how to develop multilingual websites, check out our article: “6 Best Practices of Effective Multilingual Websites.”
To create another avenue for content creation and SEO, we added the “News and Events” page, allowing USDBC and USADPLC to share their promotional activities with retailers, restaurants, and other F&B stakeholders.
The News and Events page (left) and a blog article summarizing activities at the “THAIFEX-Anuga Asia 2023” trade expo (right).
It’s never been better: with a fresh coat of paint and an active blog, the U.S. Pulses Southeast Asia website is running better than ever, translating on-site promotional activities into online content.
Could your website use a refresh? Explore PAPER & PAGE’s web design & development services.
