Tony Caputo’s Market and Deli started as a lovely lunch deli, and has grown to a distinguished culinary brand. Purveyors of regional Italian food, and self described “food nerds,” Caputos has been turning heads in the food industry and influencing the Utah food scene unlike any other.
Caputos already had notoriety in the Salt Lake local lunch market, but no digital presence. Initially, all they wanted was to have their website site rank for their brand. However, their in-house authentic food products offered an e-commerce opportunity, which we recommended they also pursue. The main challenge for Caputos was building a nationally visibile e-commerce brand, while simultaneously building visibility in local searches to drive more visitors for their local restaurant, classes, and marketplaces.
We initially decided to build two separate websites. The first site would target local traffic, highlighting their cooking classes, European food market, and Italian foods restaurant. This site would be the face of the business to local Salt Lake residents. With local SEO, it would help grow the core of Caputo’s business as it appeared in relevant local searches.The second website would focus on the new e-Commerce opportunity, and would eventually expand into several sites, each focusing on a specific set of products. The new website was built from the ground up, down to taking pictures of products for individual product pages. PPC and SEO services would help them reach a national audience for their unique and authentic selection of Italian and European specialty foods. These efforts would also be supplemented with Amazon and Ebay product listings to help reach a larger e-Commerce audience.
After our first year of working with Caputo’s, organic traffic to the website increased by 50% compared to the previous year. In terms of the website overall, this boost accounted for nearly two-thirds of all of the traffic to the website. Not only was there more traffic, but there was better traffic.Behavior metrics also improved, with organic visitors spending 14% more time on the website. Most importantly, the bottom line outpaced the improvement of most other metrics. In the same time period, organic revenue increased nearly 75%. More traffic, better conversions, and an audience more engaged with Caputo’s.
“What started as a small SEO project turned into something much, much bigger. The thing we thought would be a fun little project is now a thriving, booming business, with a full-time warehouse, full-time fulfillment staff, and a really important part of our business and really important profit center. It’s really a fantastic thing; we feel really empowered by the whole process.
It seems like we’re getting a very personalized service from Webtek.”
CEO of Tony Caputo’s Market and Deli