It’s had a good run. Now it’s time to slash the recipe section in favor of hard-working content that informs, inspires, and converts.
The “Recipe Section” has long dominated premium real estate on foodservice manufacturer websites. Often comprising dozens of individual recipes, these sections tend to be over-engineered and filled with outdated, inconsistent, or low-quality photography, all while dictating specific applications that aren’t always relevant to the foodservice professional.
There’s nothing inherently bad or wrong with creating and publishing high-quality recipe content, but your website is not necessarily the best place for it all. Building out a comprehensive recipe section is resource-intensive. It’s often communicated as a mandatory – table stakes for any food brand. But the purpose and goals around the recipe section are ill-defined if at all.
For most food manufacturing brands, the website needs to support lead-gen efforts. There are three key ways to do this:
With your bigger goal in mind, prioritize content efforts that ladder back to these three priorities.
It’s not about abandoning recipes altogether, but rather focusing your energies on harder-working, higher-ROI content. There are already thousands of recipe websites – it’s time your brand did something a little different.