Brand & Website Transformation
A great product hidden behind a website that wasn't doing it justice. We changed that, and built a system to grow the catering side of the business from the ground up.
3
New catering subpages
1
Interactive menu system
Live
Complete site redesign
/ The Challenge
Il Panzerotto had something most businesses take years to build: a genuine product, a real story, and an established presence at Perth's best markets. What they didn't have was a website that reflected any of that.
The existing site lacked visual identity, had no clear structure for the catering services they were trying to grow, and gave visitors no reason to trust the brand or take action. Catering, the higher-value, more scalable part of the business, had no dedicated space on the site at all.
The brief had two distinct layers. First, modernise and redesign what existed without disrupting the SEO rankings the business had built over years for their food truck keywords. Second, build a new catering structure from scratch, corporate events, private events, and a general catering hub, and create a marketing system to start generating enquiries from those services.
"The challenge wasn't just making the site look better. It was building a new revenue channel without touching what was already working."
/ The Strategy
Protect what works. Build what doesn't exist yet. And give the brand the visual identity it deserves.
The approach was shaped by one constraint the client was clear about from the start: the existing pages that were ranking on Google were not to be significantly altered. That meant any changes had to stay within design and layout, not content or structure, to avoid disrupting the organic rankings the business had earned since 2017.
Within that constraint, the strategy had three pillars:
- Redesign the existing site with a strong visual identity that matched the personality and warmth of the brand
- Build three new catering subpages from scratch, each targeting a different audience and keyword cluster, without cannibalising existing rankings
- Launch a social media and email system to support the new catering pages and start building an audience that could convert into enquiries over time
/ The Approach
/ Before & After
/ Results
3
New catering subpages
1
Interactive menu system
Live
Complete site redesign
Ongoing
Social & email strategy
This project launched recently. The website is live, the technical SEO foundation is in place, the social media strategy is running, and the email system is configured. Results are being tracked from day one.
What's already delivered: full site redesign live at streetfoodperth.com.au, three new catering subpages targeting corporate, private events, and general catering search intent, complete on-page SEO across every page, schema markup covering LocalBusiness and FoodEstablishment, an interactive menu and quoting system, social media strategy running across Instagram and Facebook, and email marketing configured.
This case study will be updated with performance data at the 90-day mark.
/ Tools Used
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