Good Foods Web design case study featured image

Case Studies July 17, 2025

How Good Foods’ Web Design Ignited Stronger User Interest

In this web design case study, discover how Good Foods overcame its website challenge and boosted brand appeal, partnering with Blacksmith Agency to implement a comprehensive redesign. This led to a 7.6% decrease in bounce rate, a 46% increase in average session duration, and stronger brand interest

About Good Foods

BSA redesigned the website for Good Foods, making it more appealing and improving performance.

Family-owned Good Foods focuses on delivering fresh, globally sourced dips and guacamoles. However, like many CPG brands, it struggles to showcase the quality of its products online. Identifying that their website could not capture their commitment to quality products, build sufficient customer trust, or tell their story, Good Foods collaborated with Blacksmith Agency to reimagine their digital presence. Blacksmith undertook a comprehensive website redesign and crafted a high-performing website that could visually communicate Good Food’s brand essence and product appeal and improve user experience with the company.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

poor page loading on good foods old website

A Poorly Optimized and Slow-Loading Website

Long load times and failing Core Web Vitals created a frustrating initial user experience (UX). This was a critical pain point that undermined the brand’s professionalism and was a direct cause of a high bounce rate, as users would simply leave before the content even rendered.

Use of Generic Imagery

The website relied heavily on generic stock photography. Such impersonal images failed to build an emotional connection, made the site look indistinguishable from competitors and failed to build user trust.

Text-Heavy Layouts

Some sections of key pages were presented as dense, text-heavy walls of text. This created a high cognitive overload for visitors and made the information difficult to digest, leading to low engagement. It also caused the brand’s core value proposition to be completely ignored.

The Solution

A Modern and User-Centric Design

We implemented a custom web design with a clean, modern, and professional layout. We established a strong visual hierarchy and a refined color palette that aligned with their brand, transforming their first impression into one of credibility and trust.

A Streamlined and Conversion-Focused Form

We executed a UI/UX design strategy focused on the lead form. We transformed the old, long, and intimidating form into a streamlined, low-friction experience. By only asking for essential information, we made the path to conversion simple and intuitive.

Strategic Placement of Trust Signals

To build immediate trust and authority, we prominently featured compelling testimonials and client logos in high-visibility areas of the homepage and service pages. This enhanced brand credibility and provided the third-party validation needed to convert new visitors.