The Potato Council are a division of AHDB. They asked us to redesign and develop the Love Potatoes website. The organisation is levy funded and supports British Potato farming. They work to improve competitiveness and sustainability in the industry. The Council promote British Potato producers to retailers, food companies and consumers. They also invest in teaching children about healthy eating and how potatoes are grown. The work of the Potato Council has few peers in the world.
Lovepotatoes.co.uk has hundreds of potato recipes and explains how to select the best potato varieties for particular dishes. If you want to know how to cook the best mashed potatoes or potato dauphinoise, everything you need is right there
How we did it
Love potatoes website design, build and marketing required a collaborative approach with our client’s consumer marketing department. The goal of the project was to increase sales of British potatoes in by encouraging people to broaden their recipe choices and understand the wide variety of potatoes on offer.
There was a wide range of user profiles to consider. These included families, students, young mums and the elderly.
The client wanted the site to inform and inspire their users. We focused on 3 key content types. These were varieties, recipes and cooking tips. We also featured health and nutrition information throughout the site.
Our team created a concept called the constant user journey. The journey guided the user through each of the content sections, regardless of where they began. Users who first looked at recipes, were then introduced to varieties of potato. Cooking tips were then introduced to help create the recipes. In the same way, if a user began looking at a variety of potato, they were also introduced to recipes that were suited to it. Cooking tips, helped with preparation of the recipe.
Love potatoes website design, build and marketing
We created inter-relationships between the content to deliver thousands of different user experiences.
The result was a huge increase in user traffic, high engagement, with increased time spent on the site and a high level of pages viewed per visit.
We paid careful attention to content infrastructure, design and navigation. The different user types needed easy access to the content that they were looking for. We made all of this possible.
By using Google Analytics and our own in-house audit tools, we greatly improved site metrics. We addressed items that were missing from images and optimised meta data. Our work resulted in number 1 page rankings for key terms. This contributed greatly to the 227% increase seen in organic traffic.
Other work for the Potato Council has included campaign work for Chip Week. Our team were also involved in a ground breaking Social Media Mapping project.
In addition to the above, we also redesigned and developed the Potato.org.uk website.
Would you like to know more about how we create engaging user journeys? Are you thinking of re-designing your website?
Give us a call today. We’d be delighted to help!
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