Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
A full website redesign and WordPress rebuild for Fountainhead Foodservice, focused on improving navigation, showcasing project expertise, expanding product discovery, and creating stronger pathways for qualified leads.
Year :
2025
Client :
Fountainhead Foodservice
My Role:
Design
Development
Tools:
Adobe XD
Adobe Illustrator
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
WooCommerce
Industry:
Foodservice
Live Site URL :
Problem :
Fountainhead Foodservice’s previous website relied on a generic, template-driven layout that did not reflect the complexity of the company’s work or clearly communicate its value to prospective customers.
Navigation and calls to action were limited, making it difficult for users to understand Fountainhead’s services or determine how to start a project. The site also lacked a searchable equipment catalog, leaving customers without an easy way to browse products or request quotes.
These limitations affected both the user experience and Fountainhead’s ability to capture meaningful project and equipment leads.
Solution :
I redesigned the site around two primary user needs: understanding Fountainhead’s project capabilities and finding commercial foodservice equipment.
The new experience gives completed projects and services greater visual prominence while introducing clearer calls to action throughout the site. I also added a searchable, filterable equipment catalog with quote-request functionality, giving users a direct path from product discovery to inquiry.
A structured project inquiry form helps Fountainhead collect more useful information earlier in the sales process, while the refreshed visual design modernizes the site without moving away from the existing brand identity.
Process :
I began by reviewing the existing site structure and identifying where navigation, content hierarchy, and user pathways were creating unnecessary friction.
The information architecture was reorganized to give users clearer access to Fountainhead’s core services while still supporting deeper exploration. On the homepage, I shifted the emphasis away from product purchasing alone and toward project expertise, completed work, and the company’s broader value as a local foodservice partner.
I designed custom project templates and filtering tools to make completed work easier to browse and to provide stronger proof of Fountainhead’s capabilities.
For equipment discovery, I integrated a custom product catalog through the BeeDash API and built a quote-request workflow around the catalog rather than creating a traditional e-commerce checkout experience. This expanded searchable product content while creating additional customer touchpoints.
I also developed conditional project inquiry forms, reusable WordPress components, and structured custom fields so the internal team could manage content more efficiently after launch.
Outcome :
The redesigned site created a clearer, more effective path between Fountainhead’s services, project expertise, equipment catalog, and lead-generation tools.
Following launch, Fountainhead saw increased submissions for both equipment quote requests and project inquiries, along with improved site speed and overall performance. The expanded product content and clearer site structure also contributed to stronger SEO performance.
Stakeholder feedback was positive, particularly around usability and the site’s ability to support lead generation.
The result is a more scalable digital platform that better communicates Fountainhead’s full range of capabilities while making it easier for prospective customers to take the next step.
More Projects
Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
A full website redesign and WordPress rebuild for Fountainhead Foodservice, focused on improving navigation, showcasing project expertise, expanding product discovery, and creating stronger pathways for qualified leads.
Year :
2025
Client :
Fountainhead Foodservice
My Role:
Design
Development
Tools:
Adobe XD
Adobe Illustrator
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
WooCommerce
Industry:
Foodservice
Live Site URL :
Problem :
Fountainhead Foodservice’s previous website relied on a generic, template-driven layout that did not reflect the complexity of the company’s work or clearly communicate its value to prospective customers.
Navigation and calls to action were limited, making it difficult for users to understand Fountainhead’s services or determine how to start a project. The site also lacked a searchable equipment catalog, leaving customers without an easy way to browse products or request quotes.
These limitations affected both the user experience and Fountainhead’s ability to capture meaningful project and equipment leads.
Solution :
I redesigned the site around two primary user needs: understanding Fountainhead’s project capabilities and finding commercial foodservice equipment.
The new experience gives completed projects and services greater visual prominence while introducing clearer calls to action throughout the site. I also added a searchable, filterable equipment catalog with quote-request functionality, giving users a direct path from product discovery to inquiry.
A structured project inquiry form helps Fountainhead collect more useful information earlier in the sales process, while the refreshed visual design modernizes the site without moving away from the existing brand identity.
Process :
I began by reviewing the existing site structure and identifying where navigation, content hierarchy, and user pathways were creating unnecessary friction.
The information architecture was reorganized to give users clearer access to Fountainhead’s core services while still supporting deeper exploration. On the homepage, I shifted the emphasis away from product purchasing alone and toward project expertise, completed work, and the company’s broader value as a local foodservice partner.
I designed custom project templates and filtering tools to make completed work easier to browse and to provide stronger proof of Fountainhead’s capabilities.
For equipment discovery, I integrated a custom product catalog through the BeeDash API and built a quote-request workflow around the catalog rather than creating a traditional e-commerce checkout experience. This expanded searchable product content while creating additional customer touchpoints.
I also developed conditional project inquiry forms, reusable WordPress components, and structured custom fields so the internal team could manage content more efficiently after launch.
Outcome :
The redesigned site created a clearer, more effective path between Fountainhead’s services, project expertise, equipment catalog, and lead-generation tools.
Following launch, Fountainhead saw increased submissions for both equipment quote requests and project inquiries, along with improved site speed and overall performance. The expanded product content and clearer site structure also contributed to stronger SEO performance.
Stakeholder feedback was positive, particularly around usability and the site’s ability to support lead generation.
The result is a more scalable digital platform that better communicates Fountainhead’s full range of capabilities while making it easier for prospective customers to take the next step.
More Projects
Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
Fountainhead Foodservice Website Redesign & Build
A full website redesign and WordPress rebuild for Fountainhead Foodservice, focused on improving navigation, showcasing project expertise, expanding product discovery, and creating stronger pathways for qualified leads.
Year :
2025
Client :
Fountainhead Foodservice
My Role:
Design
Development
Tools:
Adobe XD
Adobe Illustrator
Elementor
ACF (Advanced Custom Fields)
Search & Filter Pro
WooCommerce
Industry:
Foodservice
Live Site URL :
Problem :
Fountainhead Foodservice’s previous website relied on a generic, template-driven layout that did not reflect the complexity of the company’s work or clearly communicate its value to prospective customers.
Navigation and calls to action were limited, making it difficult for users to understand Fountainhead’s services or determine how to start a project. The site also lacked a searchable equipment catalog, leaving customers without an easy way to browse products or request quotes.
These limitations affected both the user experience and Fountainhead’s ability to capture meaningful project and equipment leads.
Solution :
I redesigned the site around two primary user needs: understanding Fountainhead’s project capabilities and finding commercial foodservice equipment.
The new experience gives completed projects and services greater visual prominence while introducing clearer calls to action throughout the site. I also added a searchable, filterable equipment catalog with quote-request functionality, giving users a direct path from product discovery to inquiry.
A structured project inquiry form helps Fountainhead collect more useful information earlier in the sales process, while the refreshed visual design modernizes the site without moving away from the existing brand identity.
Process :
I began by reviewing the existing site structure and identifying where navigation, content hierarchy, and user pathways were creating unnecessary friction.
The information architecture was reorganized to give users clearer access to Fountainhead’s core services while still supporting deeper exploration. On the homepage, I shifted the emphasis away from product purchasing alone and toward project expertise, completed work, and the company’s broader value as a local foodservice partner.
I designed custom project templates and filtering tools to make completed work easier to browse and to provide stronger proof of Fountainhead’s capabilities.
For equipment discovery, I integrated a custom product catalog through the BeeDash API and built a quote-request workflow around the catalog rather than creating a traditional e-commerce checkout experience. This expanded searchable product content while creating additional customer touchpoints.
I also developed conditional project inquiry forms, reusable WordPress components, and structured custom fields so the internal team could manage content more efficiently after launch.
Outcome :
The redesigned site created a clearer, more effective path between Fountainhead’s services, project expertise, equipment catalog, and lead-generation tools.
Following launch, Fountainhead saw increased submissions for both equipment quote requests and project inquiries, along with improved site speed and overall performance. The expanded product content and clearer site structure also contributed to stronger SEO performance.
Stakeholder feedback was positive, particularly around usability and the site’s ability to support lead generation.
The result is a more scalable digital platform that better communicates Fountainhead’s full range of capabilities while making it easier for prospective customers to take the next step.