A brand refresh called for a website built to drive online orders

The brand is a quick-service restaurant chain with locations across the U.S. and in international markets, operating in high-traffic venues such as shopping centers and airports. After a brand refresh focused on the appeal of its food, the company found its website was not carrying the new message through to customers.

The brand's digital agency took on a full redesign of the website and user experience. The brief covered three goals: align the site with the refreshed brand, connect the site closely to the online ordering platform and build a location-aware experience that makes finding and ordering from the nearest restaurant simple.

Regular audits and on-page fixes strengthened the technical foundation

The agency team ran the project on the BrightEdge platform, managing every part of the work from technical site health to on-page content. Scheduled full site audits in ContentIQ surfaced technical SEO issues, which the team then repaired. SearchIQ helped the team pinpoint and resolve major ranking factor issues across on-page elements, schema and page speed for the brand's highest priority keywords and pages. With Recommendations, the team applied precise changes to page titles, meta descriptions, H1s, H2s and image alt text across the site.

A location-aware site simplifies ordering and store updates

The redesigned site detects each visitor's location and sets their store to the nearest restaurant, so menu options and promotions match the local store. Menu items, store location data and store hours update automatically from the online ordering system, which streamlines content updates across locations. The full user experience is designed to maximize online orders.

Organic visibility and revenue grew over two years

Over a two-year period, page-one keyword rankings grew from 24 to 609. Organic impressions rose 166.32% and organic clicks rose 53.5% over the same period.

Revenue from search traffic grew more than 60% against the year before the redesign launched. Conversion rates, transactions and average order value also improved.