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April 13, 2021 Checking in with ABP

Check-off at Work | Canada Beef new look website

It’s time for a website refresh. Canada Beef’s website is popular with customers and industry members with over 869,000 users a year. Over half (52%) of the website traffic comes from online searches with Google as the number one search engine used. In terms of demographics, the largest age group of users are aged 25 – 34 and users are 57% women and 43% men. This tech-savvy audience is looking for responsive tools, easy-to-find content and engaging visuals.

With this in mind, Canada Beef’s website team embarked on a website redesign.

“It’s been a few years since the last website refresh and redesign in 2016,” notes Michele McAdoo, Executive Director, Communications. “It’s important to keep the website modern, refreshed and inspiring. We update content every month, but website styles are constantly evolving and it was time for a new look.”

The team reviewed many different consumer food and agriculture websites; this research inspired and helped inform the creative direction, starting with a more modern and refreshed home page.

“We knew the home page was too long; viewer feedback told us there was too much scrolling down to find content so we started by streamlining the main landing page,” says McAdoo.

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