Strategy: Smart Balance Website Rebirth

I started full time at TBC in Fall of 2008, mostly working on Flash banners and micro-sites. But I knew that was a limited audience, and limited time engagement. We would have to enter the world of websites. Brand sites if not e-commerce.

I’d worked on large sites before. And had recently been introduced to Drupal by a friend. So I pitched to leadership that we go for Smart Balance’s corporate website.

After winning approval internally, I dug in on putting together the proposal. It was the first time I ever got deeply involved in Google Analytics, but was very glad I had. There was a lot of ammunition for change there. But I also did a page-by-page site audit as well. ‘Heat maps’ really weren’t a thing yet – so I manually made some showing interest and exits. I also researched a fairly comprehensive competitor review.

I put in a lot of work and took nearly a finished product to the account team. I needed their help to polish and ultimately their blessing to present. But, as you can see, we had a large target to hit …

Smart Balance's Website Prior to Redesign - Courtesy of the Wayback Machine

Smart Balance's Website Prior to Redesign – Courtesy of the Wayback Machine | © Boulder Brands USA, Inc.

We did win Smart Balance’s approval to make them a new site using Drupal as the CMS. It was going to open up a lot of new marketing opportunities. Many of which they didn’t fully appreciate at the time.

Smart Balance's Website After Redesign - Courtesy of Wayback Machine

A look at the ‘after’ site. | © Boulder Brands USA, Inc.

I lobbied hard for a large increase in budget towards creating recipes. Everyone knows they want SEO magic, but most executives still don’t understand it. And around this time “sharing” became the buzzword. But no one shares a buttery spread company’s homepage.

But they might share a good recipe …

Smart Balance Website Redesigned Recipe Page - Courtesy of the Wayback Machine

I knew recipes would be key. | © Boulder Brands USA, Inc.

The recipe page above is also a good demonstration of how I promised to increase time on site and thereby time with the brand by using taxonomy and related content to keep people clicking. You can see not only related recipes, but also blog posts and collections. All was planned and planned to be just related enough—but not related enough to promote health promises.

I will revisit this post and add more detail. I’m more than happy to talk about my role and the results in person.

You may not be able to shut me up about it …