Bob Evans CPG Website Redesign & Development Enhances Search Visibility, Customer UX
The Work
The objective of the Bob Evans Farms website redesign was to create a modern, SEO-forward site that better reflected the full Bob Evans Farms brand portfolio while delivering an elevated user experience. The new site needed to integrate product detail pages with nutrition and ingredient information, inspire trial through recipes and seasonal content, and introduce a branded blog to engage consumers year-round. Just as importantly, the redesign aimed to improve product discovery with a robust store locator, ensure ADA compliance, and optimize content for search visibility—crucial components for driving product trial and maintaining competitive presence in a shifting digital landscape.
The Challenge
Bob Evans Farms had an outdated consumer-facing website that no longer met the needs of today’s digital landscape. Built on older WordPress technology, the site lacked SEO fundamentals like meta tags and structured content, wasn’t ADA compliant, and provided a dated user experience. Most critically, it didn’t reflect the breadth of the Bob Evans Farms portfolio — Simply Potatoes, Bob Evans, Owens, and Egg Beaters — leaving customers without a central hub to discover the full family of brands.
Approach
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Audit + Strategy:
Reviewed existing website content for performance and relevancy. Pages were consolidated, removed, or optimized to support SEO best practices.
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New Structure:
Built an updated sitemap and SEO roadmap to ensure all content flowed intuitively and targeted the right keywords.
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Design + Content:
Refreshed site design with bold packaging visuals, lifestyle imagery, and modern copy aligned with Bob Evans Farms’ brand objectives.
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UX Enhancements:
Improved navigation, cross-linking, and accessibility to elevate customer experience across devices.
Product Detail Pages (PDPs)
Enhanced with nutrition and ingredient details, store locator widgets, bold product packaging, and lifestyle imagery for a seamless shopper experience.
Recipes
Introduced a best-in-class recipe template with scheme markup for rich search results, plus social sharing functionality to extend reach.
Blog
Launched The Mash Up, a seasonal, fun content hub offering creative recipe inspiration and lifestyle tie-ins.
Store Locator Integration
Partnered with Pear Commerce to integrate a dynamic store locator tool, helping shoppers quickly find Bob Evans products at local retailers.
Results
The redesigned bobevansgrocery.com delivered measurable improvements across engagement and organic performance:
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64%Progress: 64%Organic search sessions up 64% year over year
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11%Progress: 6%Engaged sessions up 11% across the full website
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100%Progress: 100%New store locator page is the #1 viewed page on the site with 360K+ page views
