Redesign studies / Local shops and food markets
Pelkin's Smokey Meat Market
Pelkin's Smokey Meat Market is a family-owned meat market and processor founded in Crivitz in 1973, with a second store in Suamico. It sells smoked meats and fresh cuts, and does custom butchering, wild game processing and sausage making.
Crivitz and Suamico, Wisconsin, US
A concept redesign of Pelkin's Smokey Meat Market's public website, made by NewDesign.io. Not commissioned by or affiliated with Pelkin's Smokey Meat Market. Names, logos and photos belong to their owners.
Current siteOur redesign
Desktop, first screen. Drag to compare.
On a phone
What we changed, and why
The first screen says what Pelkin's is, and where
Before: Pelkin's current homepage opens on a stock photo of meat on a board with lemons, under the line “Raised & Processed in the State of Wisconsin”, and its only button goes to the online store.
Why: In one glance a visitor reads smoked meats, Crivitz and 1973, sees the real store on Highway 141, and can call either store without scrolling.
Over 80 brat flavors, on the homepage
Before: The flavor range, from Belgian Tripp to Korean BBQ, is only on the Retail Shop page, in long lists.
Why: A range this wide is the strongest proof Pelkin's has. It is now the centerpiece of the homepage, with the newest flavors picked out, and bacon, beef strips and snack sticks right below.
Deer and custom processing, spelled out
Before: The beef, pork and lamb cards on the homepage share the same sentence word for word, and how to bring in a deer is on a separate page.
Why: A hunter sees before driving in what to bring (hide on, field dressed, or clean cut-up meat in food-safe bags) and that the cooler holds 325 deer; a farmer sees whole, half or split-half beef and whole or half hogs, by appointment.
Kept on purpose: The logo, the smokehouse red and the gold that people already know from the highway sign, the family story since 1973, both stores with their addresses and hours exactly as today, and the warm, plain tone were kept on purpose.
What we measured
| Measured | Current site → redesign |
|---|---|
| Issues our audit found, the way Google reads the site (the redesign's count includes items that only exist in the preview) | 116 → 16 |
| Time to show the main content on a phone | 10.2 s → 0.9 s |
| Speed score on phones, out of 100 (Lighthouse) | 52 → 100 |
More redesign studies
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A first screen that shows a real appointment
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