Umbraco Case Study: Seattle Sutton Healthy Eating | Marcel Digital


Seattle Sutton wanted to create a website that was easy to use for their customers, distributors and also spoke true to their brand.


  • Implement an easy to use content management system
  • Restructure website architecture for easier navigation
  • Enhance informational pages to showcase meals and benefits
  • Streamline the customer purchasing process and flow
  • Execute enhanced eCommerce Google Analytics implementation


  • Utilized user testing to guide our design and development process
  • Utilized Conversion Rate Optimization to test hypothesis and design
  • Redesigned front-end layout with the user in mind
  • Redesigned back-end functionality with distributors in mind
  • Redeveloped and repurposed content with user and search engines in mind


  • 83% in organic sessions
  • 19% in overall traffic
  • 11% in time on site
Seattle Sutton Umbraco Case Study


Increase in Organic Sessions


Increase in overall traffic


Name: Seattle Sutton’s Healthy Eating
Headquarters: Ottawa, IL
Founded: 1985
Services Leveraged: CMS Migration to UmbracoUmbraco Web Development, Umbraco CMS Hosting

“We appreciate Marcel Digital’s high level of professionalism, great communication skills and dedication to go above and beyond with our account. Marcel is an extension of our team that we have truly come to rely upon.”

– April Stevens, Director of Communications (Seattle Sutton’s Healthy Eating)



Seattle Sutton’s Healthy Eating, a leader in the weight loss industry for over 30 years, needed an updated website design that would better showcase their meal menus and home-delivered meal plans. The old website presented issues with usability and did not have an intuitive buying process for the user. As a company heavily reliant on their website for customer and distributor orders, this became a top priority for their business and one that required meticulous planning and strategy.


Marcel Digital’s mission was to completely redesign the website with the customer in mind both to give them a better user experience and more powerful decision-making information. Marcel Digital was also to revamp the backend administrative interface to give distributors more control over day-to-day operations and improve efficiency in order deliveries to customers.


Marcel Digital’s in-depth analysis began with the data. As a Google Certified Partner in both Google Analytics and Google Tag Manager, we focused on where the website was seeing the biggest issues and prioritized our efforts to enhance the overall usability and structuring of the website’s content. From there, we then leveraged user testing to help shape and influence our designs and development, soliciting user feedback to create a website experience that would engage the end user more effectively.

We then interviewed Seattle Sutton’s distributors to see where their biggest obstacles were from an ordering and usability standpoint in the backend of the website. Armed with the Google Analytics data and user feedback we needed, Marcel Digital got to work on creating various designs that would better align Seattle Sutton’s business goals with their customer’s goals.

When it came to content and site structure, we focused on:

  • Updating
  • Condensing
  • Removing

…content and web pages to help increase overall organic search performance and engagement. We then collaborated with Seattle Sutton’s Healthy Eating content team to create a prioritized list of content needs and created an editorial calendar with deadlines that would coincide with the development and launch of the new website.


Applying all of our research and user feedback resulted in a total redesign front-end layout with the user in mind. We focused on creating a streamlined approach to the new ordering and purchase process that removed the obstacles presented by the previous website. We also relieved distributors of many technical headaches given by the old back-end ordering functionality and created an intuitive, user-friendly dashboard where distributors could easily update orders, schedules, and customer information.

Marcel Digital also organized and structured content on the website in a logic fashion that was easy to navigate for users but also easy to crawl for search engines.


The hard work paid off in dividends, not only were key performance indicators (KPIs) up across the board, but the new and improved Seattle Sutton’s Health Eating website saw an 11% increase in the time users were spending on the site. Through content and structure efforts, Seattle Sutton’s new website also saw an 83% increase in traffic from organic search and a 19% increase in overall traffic to the website.

Take a look at the before and after screenshots below to see our work!


Old Seattle Homepage

Original Homepage

New Seattle Homepage

New Homepage

Old Seattle Sutton Menu Page

Original Menu Page

New Seattle Menu Page

New Menu Page

Old Seattle Sutton Pricing Page

Original Pricing Page

New Seattle Sutton Pricing Page

New Pricing Page


We are Certified Umbraco Gold Partners developing award winning, world class Umbraco websites that engage and inspire our client’s visitors to take action. Our team of Umbraco Masters, user experience experts, and SEO professionals collaborate to create a website experience that continually draws more traffic and converts at a higher level.

We host Umbraco websites on Microsoft Azure and maintain an uptime of 99.9%. This means that your site will have an optimal uptime and your marketing team will be able to deliver content, landing pages, and other fast-turn projects as quickly as you need them.

We are the leading provider of Umbraco CMS support and maintenance solutions for small, medium, and enterprise sized Umbraco websites in the United States. This includes maintenance support, updates, backups, and security by our team of inhouse Umbraco experts.

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