Caplinger’s Fresh Catch

Client Summary

Caplinger’s Fresh Catch Seafood Market was founded in 2013 with the Caplinger family’s vision to make fresh, quality seafood readily available in Indiana. They have four locations throughout central Indiana that function as both a seafood restaurant and fish market.

Their Challenge

Despite their strong competitive advantages, the existing website did not communicate their unique identity and deliverables or provide a user experience that directed people to easily order online. As Caplinger’s prepared to open their fourth location amid a pandemic, they were looking to revamp their outdated website to strengthen their digital presence and customers’ online ordering experience.

Our Strategy

Through multiple team interviews, surveys, and secret shopping at each location,  Element212 developed their custom branded website, to help reach and engage their audience.

We conducted research to aid the website development strategy. Through an online survey, our team gained deeper insights into how the customers perceive Caplinger’s brand and how to serve their customers better.
Our in-house photographers visited Caplinger’s locations to professionally capture their restaurant items, fish market, team members, and e-commerce merchandise. We planned the photography to align with their branding and the new website design so it could be utilized as a part of the new website design and be utilized in other marketing efforts.

Based on the customer insights gained through research, we designed and built a website that helps Caplinger’s answer customers’ questions, resonate with their audience, and guide them along the buyer’s journey.

The Result

With the new website that offers improved navigation, user-experience, on-site optimization, and visual appeal, Caplinger’s is equipped to communicate their competitive differentiators and deliverables, enhance internal processes, and serve their customers better. The website includes a streamlined online ordering function, full seafood market selection, restaurant menu, store information, and more.

The new website supports their overall marketing efforts, helping Caplinger’s engage their target audience and achieve their business growth goals.

Food Photography

We spent a day photographing Caplinger’s Fresh Catch’s various menu items to feature on their new website and social media posts. 


Website Strategy

In the first stage of the website process, we worked with Caplinger’s Fresh Catch to learn about their needs. We also surveyed their customers to find out how their customers perceive them and what they value most.

Website Design & Development

Once the preliminary research and planning was finished, we moved into website design and development. Caplinger’s Fresh Catch’s new website was designed to make it easy to place food orders online, and it also showcases their fun atmosphere, fresh seafood, and an easy-to-navigate layout for their visitors.


Fully Responsive Design

Caplinger’s Fresh Catch’s new website is not only easy to navigate on desktop screens, but it is also fully responsive, meaning that it works on screens and devices of all sizes.