Case study

Rebel Recipes is the website of vegan food influencer Niki Webster (6 cookbooks, 290K+ Instagram followers).

The previous website served over 1,000 recipes and many brand/blog pages. It received nearly four million page views over the three years prior to the rebuild, and, after ten years in-market, had a complex search/digital ecosystem. But behind the scenes, the site had serious issues.

I rebuilt the website from the ground up and, based on a comprehensive data-led content audit, reduced the 1,000+ recipe pages to a value-focused 300+, and republished the blog posts with the greatest search value.

This complex digital transformation involved SEO, WordPress development, systems integrations, and significant content re/production.

I also re-designed Rebel Recipes' digital-first brand identity with the herb illustrations by the super-talented Hennie Haworth.

April 2014 note: I am currently delivering phase 2 of Niki Webster's digital evolution, which will involve a refresh of the Rebel Recipes WordPress website and more.