Case study | Produce Business

Transforming a Legacy Trade Publication into a Modern Digital Platform

Produce Business is a long-established trade magazine covering innovation in the fresh produce industry. With decades of authority, their digital presence needed a strategic overhaul to meet modern standards in user experience, SEO, and advertiser value.

Flip180 Media was hired to redesign the platform, restructure over 2,500 archived articles, and build advanced tools that support both editorial and revenue growth.

Goal

Migrate and clean 2,500+ archived articles
Improve SEO structure and search engine visibility
Redesign the site for modern UX and mobile responsiveness
Introduce AI-generated content summaries
Build a landing page system for advertisers
Enable ad visibility growth without harming the user experience

Pain Points

The existing site lacked structure, speed, and discoverability. Outdated CMS architecture made article management cumbersome, and years of unoptimized content left search performance underwhelming. Advertising systems were disjointed, UX was dated, and there was no scalable foundation to support SEO or lead generation goals.

How we did it?

Large-Scale Content Migration

We migrated and restructured more than 2,500 legacy articles. Each piece was cleaned, standardized, and optimized to align with best practices in taxonomy, tagging, and on-page SEO.

Redesign and UX Optimization

We created a bold new look for Produce Business — one that reflects its reputation and enhances readability. Navigation was simplified, bounce paths were reduced, and mobile usability was dramatically improved.

Advertiser Landing Page System

To support sponsored content and lead gen, we introduced a custom-built landing page creation system that empowers advertisers to create high-converting campaigns on-site.

AI-Powered Article Summaries

We implemented AI-generated summaries for each article, providing faster content previews and boosting click-throughs on longform editorial.

Speed and Analytics Enhancements

Core Web Vitals and performance benchmarks were met with aggressive speed optimizations. New analytics funnels were installed to track content effectiveness and ad impact across the board.

Results: SEO, UX, and Monetization Wins

Organic Traffic

+89%

Ad Impressions

+180% with no negative impact on UX

Content Engagement

Thanks to AI summaries and faster page loads

Advertiser Tools

Increased perceived value and efficiency through self-managed landing pages

Key Takeaways

A well-executed content migration can unlock dramatic SEO gains

Performance improvements and mobile-friendly design directly impact ad revenue