Case Study: Salem Kitchen

Case Study: Salem Kitchen

Salem Kitchen has been a staple for quality meals in the Winston Salem area for many years. They'd acquired a website years back when there was a big push for it, and had always fantasized about what having an online store with full menus would look like. Much of their business was folks coming in, but since catering was a growing part of their business it only made sense to create an online resource to make doing that simpler.

One of the big sticking points on their original site was that they featured various menus, but only as links to PDFs. This was an issue for a few reasons:

  • PDFs are not web content search engines can "see", so the site was getting no search engine benefit by putting a fair bit of the site's content on an external medium.
  • PDF links are not ideal for mobile devices. Those users have a much better experience linking to a mobile optimized menu page.

Each of their menus were converted to stylized menu pages that solved both of the above challenges. On a full computer screen the menus appear spacious and easy to scan. For mobile users the benefit was not needing plugins or other software to view, and that each menu was easy to flip through.

The site's main page is large and inviting, showcasing the main services Salem Kitchen offers and directing attention toward catering. Catering, they'd said, is a large and growing part of their business.

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Brian Watkins

Brian Watkins

Web strategist, tech geek, and music lover. I've been in the marketing and web development industry for since 2007, combining technical and coding skills with creative writing to improve businesses' websites and better communicate their brands to their target customers. Having worked at both ends of this spectrum — the back end coding and the front end presentation, as well as business operations and strategizing with sales teams — I've gained some valuable insights in making all these pieces mesh.

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