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
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 As Caplinger’s prepared to open their fourth location amid a pandemic, they were looking to revamp their outdated website to strengthen their digital presence and customers’ online ordering experience.Branding Research
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 showcase their quality menu and seafood market options, highlight their many locations through Indianapolis, enhance their fun culture through creative design, provide a better online buying experience, and encourage viewer conversion through smart calls to action and peer reviews.
Element212 developed a branded enews design and strategy to support the goal of improving customer retention and brand loyalty. The enews highlighted team members, product promotions, educational information, and more.
This website was built with optimization as its foundation. Element212 continues to provide SEO services to support the continued engagement and growth for Caplinger’s Fresh Catch, with GBP posts, backlinks, and onsite optimization.
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, engage with their audience in a meaningful way, and serve their customers better. The website includes a streamlined online ordering function, full seafood market selection, restaurant menu, store information, and more.
