Websites are Public Facing - Design them for the Public!

I’ve walked into your shop and I’m greeted by a murky tank of unenthused crustaceans and a dank odor wafting from a stack of cantankerous looking oysters. How do you think this is going to go? I’m already gone.

Similarly, if the stank emanating from a seafood brand’s website is reminiscent of a rotting dock at low tide, your customers are out.

While the olfactory sensations may not be quite as pungent in the digital world, seafood curious consumers can smell brand neglect. You might run a tight ship, but the public will be just as turned off if your website looks and feels like a sticky fish case that hasn’t seen a cloth since the mid 90s.

Here’s the reality - most consumers are looking you up long before they even consider setting foot in your shop or purchasing your products. Some may come across your goods in a larger grocery store, but chances are they’re Googling you before adding to their cart. This is your first impression, and, let's be honest, the last if not done right.

With digital literacy at an all time high and not slowing down, consumers demand websites that are fresh, inviting, and designed for them. According to the award winning marketing agency, Blue Corona , 48% of people cited a website’s design as the number one factor in deciding the credibility of a business. In another report by marketing webflow architects Sweor, it was found that it takes approximately 0.05 seconds for a viewer to form an opinion about a website, determining if they stay or go.

While the importance of this could make for a rousing thesis, what you actually need to know as a seafood brand is how to implement it and what to pay attention to in order to solidify your site’s digital presence in your audience’s mind.

First off, consider the user experience (UX). The average consumer has the attention span of a goldfish (pun intended). But seriously, the average attention span of a human is only 8.25 seconds, which legitimately clocks in at less than that of a goldfish with a full 9. If they can't find what they're looking for in a few clicks, the direction is unclear, or if it just looks plain ugly, they're gone. Your website should be intuitive, easy to navigate, and visually engaging.

Let’s talk about mobile responsiveness. This one’s huge. It’s 2024, and if your website isn’t optimized for mobile devices, you might as well be casting with no bait. A significant portion of your audience will access your site from their phones, and if it looks like a mess on the small screen, they aren’t going to stick around to untangle it. Ensure your design is sleek and functional on all devices.

SEO (search engine optimization) is a critical weapon in your arsenal. Your website can be the prettiest thing on the internet; it doesn’t matter if it’s not discoverable. Optimizing your site for search engines ensures that when someone Googles “best seafood near me” or “sustainable fish brands,” your name rises to the top. SEO is a whole branch of marketing in and of itself, with specialists dedicated to the craft of optimizing components like keywords, meta descriptions, and valuable reference links to develop a strong SEO strategy. If you’re not familiar, ask an expert (hi, we’re the experts).

In case you haven’t noticed, we love a good brand story around here, and your website is the ideal space to share these narratives. Seafood brands have rich stories to tell—from humble origin stories, to innovation in sustainable fishing practices to the journey from ocean to plate (Check out our Seafood Supply Chain Communication for Consumers Series, you’ll see what we mean). Authentic imagery, beautiful video, and well-crafted copywriting can transport your audience into your story, helping them connect with your brand on a deeper level. But, please, avoid the cliché stock photos of generic seafood markets and fishing boats. We’ve all seen it and trust us, your consumers can sniff out a fake like bad shellfish.

Finally, stay on top of regular updates and maintenance. A stagnant website is like old fish—unappealing and potentially harmful to your business. Keep your content fresh and continually refine your design and written content based on user feedback and analytics. An engaging, well-maintained website keeps visitors coming back to check out the catch of the day.

End of the day, your website is out there in the digital world for all to see, so design with the public in mind! They’re not here for your inside jokes (sorry not sorry). People want an engaging, intuitive and authentic experience. Any less and they’re out, so as a direct reflection of your brand, make sure it’s one that leaves a lasting, positive impression and keeps them coming back to see what’s fresh.