Digital & Web

Driving UX improvements and content strategy to align the site with updated brand positioning

MY ROLE

Directed updates; wrote briefs; reviewed and approved all changes.

SCOPE

Homepage, product pages, navigation, copy, imagery, and SEO copy.

The Challenge

Raw Seafoods had grown as a supplier-first business with no formal marketing foundation. The brand lacked a consistent voice, visual language, and clear articulation of its value to both buyers and end consumers. My first priority was to build that foundation.

My Process

Key decisions

  • Rewrote all above-the-fold copy to lead with buyer benefits, not as product-attribute-forward

  • Proposed and directed the new photography to replace outdated chef-forward, finished-plate imagery

  • Simplified navigation to two primary categories, reducing decision fatigue

  • Shifted CTA’s from “Order now” to “Contact Us” to align with internal sales team operations

DELIVERABLES

Redesigned pages, updated copy, improved product photography direction.

Key changes: simplified navigation, updated hero messaging to speak to buyer needs, refreshed product imagery, added clearer CTAs, and rewrote product descriptions with a consistent brand voice.