Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
A full redesign and rebuild of Deacon Foodservice’s websites, focused on clearer service pathways, stronger equipment browsing, and a more modern brand experience—along with a dedicated site for its refrigeration division.
Year :
2025
Client :
Deacon Foodservice Solutions
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
Industry:
Foodservice
Live Site URL :
Problem :
Deacon Foodservice’s existing website used the same templated structure as several other dealer sites, which limited both its visual identity and its ability to clearly communicate the company’s full range of services.
Key offerings—including kitchen design, equipment sales, installation, service, and commercial refrigeration—were spread throughout the site without a clear hierarchy. This made it harder for restaurant owners, chefs, and operators to quickly understand Deacon’s capabilities or find the service they needed.
Refrigeration was an especially important challenge. Deacon operates a substantial refrigeration service division, but that part of the business had limited visibility within the original site.
Solution :
I redesigned and rebuilt Deacon’s primary website around a clearer information architecture, stronger service hierarchy, and updated visual system that better reflected the company’s modernized brand.
The new experience created more direct pathways to Deacon’s core services, improved equipment browsing, strengthened calls-to-action, and introduced reusable page structures that could scale as the site grew.
Because refrigeration serves a distinct audience with different needs, I also designed and developed a dedicated DFS Refrigeration website. This gave the division focused messaging, service information, and conversion opportunities while maintaining a visual connection to the larger Deacon brand.
Process :
I began by evaluating the existing site structure and identifying areas where important services and user pathways were unclear. From there, I reorganized the navigation and content hierarchy around the primary ways customers interact with Deacon: exploring equipment, planning commercial kitchens, requesting service, and finding specialized refrigeration support.
Wireframes and layout explorations helped establish the new page hierarchy before moving into visual design. I then created the redesigned experience and developed both websites in WordPress using Elementor, Advanced Custom Fields, and WooCommerce.
For the equipment catalog, I created a more structured category system that made products easier to browse while also supporting equipment-focused SEO. Reusable components and custom templates were developed across both sites to maintain consistency and allow future services, products, and content to be added efficiently.
My work included UX strategy, information architecture, wireframing, visual design, WordPress development, custom ACF templates, WooCommerce catalog organization, SEO planning, performance optimization, and development of the separate refrigeration website.
Outcome :
The redesigned sites created a clearer and more cohesive digital presence for Deacon Foodservice and DFS Refrigeration.
Users can now more easily understand Deacon’s full-service offering, move between equipment and service-related content, and identify the appropriate next step through more visible calls-to-action.
The new structure also increased the visibility of Deacon’s equipment catalog and refrigeration services, provided a stronger foundation for search visibility, and introduced a scalable system for future content growth. Stakeholders responded positively to both the improved usability and the updated brand presentation.
More Projects
Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
A full redesign and rebuild of Deacon Foodservice’s websites, focused on clearer service pathways, stronger equipment browsing, and a more modern brand experience—along with a dedicated site for its refrigeration division.
Year :
2025
Client :
Deacon Foodservice Solutions
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
Industry:
Foodservice
Live Site URL :
Problem :
Deacon Foodservice’s existing website used the same templated structure as several other dealer sites, which limited both its visual identity and its ability to clearly communicate the company’s full range of services.
Key offerings—including kitchen design, equipment sales, installation, service, and commercial refrigeration—were spread throughout the site without a clear hierarchy. This made it harder for restaurant owners, chefs, and operators to quickly understand Deacon’s capabilities or find the service they needed.
Refrigeration was an especially important challenge. Deacon operates a substantial refrigeration service division, but that part of the business had limited visibility within the original site.
Solution :
I redesigned and rebuilt Deacon’s primary website around a clearer information architecture, stronger service hierarchy, and updated visual system that better reflected the company’s modernized brand.
The new experience created more direct pathways to Deacon’s core services, improved equipment browsing, strengthened calls-to-action, and introduced reusable page structures that could scale as the site grew.
Because refrigeration serves a distinct audience with different needs, I also designed and developed a dedicated DFS Refrigeration website. This gave the division focused messaging, service information, and conversion opportunities while maintaining a visual connection to the larger Deacon brand.
Process :
I began by evaluating the existing site structure and identifying areas where important services and user pathways were unclear. From there, I reorganized the navigation and content hierarchy around the primary ways customers interact with Deacon: exploring equipment, planning commercial kitchens, requesting service, and finding specialized refrigeration support.
Wireframes and layout explorations helped establish the new page hierarchy before moving into visual design. I then created the redesigned experience and developed both websites in WordPress using Elementor, Advanced Custom Fields, and WooCommerce.
For the equipment catalog, I created a more structured category system that made products easier to browse while also supporting equipment-focused SEO. Reusable components and custom templates were developed across both sites to maintain consistency and allow future services, products, and content to be added efficiently.
My work included UX strategy, information architecture, wireframing, visual design, WordPress development, custom ACF templates, WooCommerce catalog organization, SEO planning, performance optimization, and development of the separate refrigeration website.
Outcome :
The redesigned sites created a clearer and more cohesive digital presence for Deacon Foodservice and DFS Refrigeration.
Users can now more easily understand Deacon’s full-service offering, move between equipment and service-related content, and identify the appropriate next step through more visible calls-to-action.
The new structure also increased the visibility of Deacon’s equipment catalog and refrigeration services, provided a stronger foundation for search visibility, and introduced a scalable system for future content growth. Stakeholders responded positively to both the improved usability and the updated brand presentation.
More Projects
Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
Deacon Foodservice Websites: Redesign + Build
A full redesign and rebuild of Deacon Foodservice’s websites, focused on clearer service pathways, stronger equipment browsing, and a more modern brand experience—along with a dedicated site for its refrigeration division.
Year :
2025
Client :
Deacon Foodservice Solutions
My Role:
Design
Development
Tools:
Figma
Wordpress
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
Industry:
Foodservice
Live Site URL :
Problem :
Deacon Foodservice’s existing website used the same templated structure as several other dealer sites, which limited both its visual identity and its ability to clearly communicate the company’s full range of services.
Key offerings—including kitchen design, equipment sales, installation, service, and commercial refrigeration—were spread throughout the site without a clear hierarchy. This made it harder for restaurant owners, chefs, and operators to quickly understand Deacon’s capabilities or find the service they needed.
Refrigeration was an especially important challenge. Deacon operates a substantial refrigeration service division, but that part of the business had limited visibility within the original site.
Solution :
I redesigned and rebuilt Deacon’s primary website around a clearer information architecture, stronger service hierarchy, and updated visual system that better reflected the company’s modernized brand.
The new experience created more direct pathways to Deacon’s core services, improved equipment browsing, strengthened calls-to-action, and introduced reusable page structures that could scale as the site grew.
Because refrigeration serves a distinct audience with different needs, I also designed and developed a dedicated DFS Refrigeration website. This gave the division focused messaging, service information, and conversion opportunities while maintaining a visual connection to the larger Deacon brand.
Process :
I began by evaluating the existing site structure and identifying areas where important services and user pathways were unclear. From there, I reorganized the navigation and content hierarchy around the primary ways customers interact with Deacon: exploring equipment, planning commercial kitchens, requesting service, and finding specialized refrigeration support.
Wireframes and layout explorations helped establish the new page hierarchy before moving into visual design. I then created the redesigned experience and developed both websites in WordPress using Elementor, Advanced Custom Fields, and WooCommerce.
For the equipment catalog, I created a more structured category system that made products easier to browse while also supporting equipment-focused SEO. Reusable components and custom templates were developed across both sites to maintain consistency and allow future services, products, and content to be added efficiently.
My work included UX strategy, information architecture, wireframing, visual design, WordPress development, custom ACF templates, WooCommerce catalog organization, SEO planning, performance optimization, and development of the separate refrigeration website.
Outcome :
The redesigned sites created a clearer and more cohesive digital presence for Deacon Foodservice and DFS Refrigeration.
Users can now more easily understand Deacon’s full-service offering, move between equipment and service-related content, and identify the appropriate next step through more visible calls-to-action.
The new structure also increased the visibility of Deacon’s equipment catalog and refrigeration services, provided a stronger foundation for search visibility, and introduced a scalable system for future content growth. Stakeholders responded positively to both the improved usability and the updated brand presentation.