Ardo: new website strategy and realisation
Getting the right message through your website to a broad target audience can be a firm challenge.
We helped Ardo improve and change their website strategy and realise their marketing platform.
- User research
- Digital Experience Platform
- UI & UX design
- Digital marketing strategy
- Online marketing
Research & strategy
The strategic research process determined a conclusive communication strategy.
Improved structure
Old, lost urls and duplicate content were transformed into one consistent information structure.
Website platform
The Ardo marketing team can now manage the website content and structure completely independently.
Ardo brand experience
By providing design tools and marketing assets, we achieve a smooth, unified brand experience.
A global player
Ardo operates internationally and has a great deal of expertise in producing frozen vegetables, herbs and fruit. The family company from West Flanders operates worldwide and generates a turnover of more than €1 billion.
Half of all frozen vegetables come from West Flanders, where Ardo has a very large share. So relationships with customers and with the farmers, their suppliers, are very important.
" In my role overseeing Ardo's digital initiatives, I led the development of our new website, ensuring alignment with strategic goals and the integration of advanced digital features. This journey, from conceptualization to realization, reflects our commitment to innovation, excellence, and most importantly, our customers.
Our collaboration with The Digitals was marked by professionalism, aiming for a solution that not only meets current needs but is also scalable for future challenges. "
- Wim Arys, Digital Marketing Manager
Ardo's challenge
Ardo operates internationally and has a great deal of expertise in producing frozen vegetables, herbs and fruit. The family-run company from West Flanders operates worldwide and generates a turnover of more than €1 billion. Half of all frozen vegetables come from West Flanders, where Ardo has a very important share. Relationships with customers and with the farmers, their suppliers are very important.
The website content was not optimally tailored to Ardo's very diverse target group and no longer reflected the message Ardo wants to convey. Ardo's previous website was no longer technically stable and had no future.
Improved online strategy
Crucial insights
We researched the needs of the target group and internal stakeholders.
- With a Business Model Canvas workshop, stakeholder interviews, a competitor analysis and strategic workshops, we guided Ardo and avoided (incorrect) assumptions.
- Based on a thorough data analysis, the user behaviour of the website visitors was mapped and thanks to the toptask research we were able to shine light on the question "what are ardo's customers and stakeholders looking for?"
Together, they were ultimately able to make informed choices and we drew up a communication strategy.
Design and brand experience
A sophisticated, new information structure tailored to the target audience and internal requirements was developed. The overall website design was revamped with a modern brand identity.
Ardo realised at this stage that a new structure and design was no longer enough. They discovered that they actually really needed a complete rebuild of their website platform.
Key marketing insights
- Product finder is one of the most important pages on the website. In addition, the general search function also proved important but needed improved user guidance to clearly differentiate it from the product finder.
- The Ardo website currently scores well with branded keywords in terms of SEO. There are some opportunities around more generic keywords (such as "frozen vegetables" or "fresh frozen") to also reach an audience less familiar with the Ardo brand.
- The products generate a lot of organic traffic and recipes also proved to play an important role on the website. So this content was retained and improved so that they give the product pages an extra boost.
Design and brand experience
A sophisticated, new information structure tailored to the target audience and internal requirements was developed. The overall website design was revamped with a modern brand identity.
Ardo realised at this stage that a new structure and design was no longer enough. They discovered that they actually really needed a complete rebuild of their website platform.
Drupal DXP-platform
A smooth start
Good cooperation and smooth communication ensured that new insights could immediately be translated into the new website.
Ardo employees can now expand the website themselves. They have full control over all content and structure.
Consolidating content
An additional challenge was consolidating over 88 urls and a lot of duplicate content into one structured and user-friendly website. We ensured a smooth transition from old to new.
Successful partnership
Ardo was given a structured and fresh website that was also future-proof, although it didn't stop there. We further supported ARDO's communication team in efficiently communicating the company mission to the outside world.
The smooth cooperation and the learnings from all phases of the project ensured that Ardo gained insight into many optimisations. We are already preparing a new digital roadmap with them.
Get to know the experts
The Digitals is a collaboration of our companies, each with a clear focus on their expertise. They are specialists working together with a mission: to achieve the best results for our clients.
Would you like to get to know them? These companies stood in for this project:
About The Digitals
We managed to achieve both strategic and technical results in a short time, so that Ardo is ready for the future. We can do that because we work efficiently.
Curious how The Digitals works?
