Laura Soybeans is a fifth-generation family farm based in Iowa, known for producing high-quality, non-GMO soybeans grown, processed, and packaged entirely on-site. Over the years, the business expanded from local operations to shipping soybeans directly to customers across the country — but their website and digital marketing hadn’t kept up.
Outdated design, limited functionality, and inconsistent messaging were holding them back from reaching new audiences and building credibility online.
They partnered with Saltech Systems to fix that — with the goal of creating a digital presence that looked as professional and trustworthy as the business behind it. Our task was to deliver a modern, user-friendly website, clarify their brand identity, and build a stronger marketing foundation to support continued growth.
Laura Soybeans had built an impressive business rooted in tradition — producing high-quality, non-GMO soybeans on a fifth-generation family farm and shipping them directly to customers nationwide. But while their operations were strong, their digital presence was falling behind.
The website was outdated both visually and functionally. The design lacked the polish and professionalism expected from a nationally distributed brand, and the user experience made it difficult for customers to find product information, place orders, or trust the site with their business. Mobile responsiveness was limited, page speeds were slow, and the overall structure didn’t support a seamless path to purchase.
Beyond technical issues, the brand story wasn’t being told effectively. There was little to no messaging around the farm’s heritage, product quality, or customer care — all of which were core differentiators. And from a marketing standpoint, there was no real strategy in place. SEO was minimal, digital advertising was inconsistent, and email marketing wasn’t being used to retain or re-engage buyers.
Put simply, Laura Soybeans had everything they needed to scale — except the digital infrastructure and strategy to support it.
They didn’t just need a new website. They needed a digital transformation that could elevate the brand, improve customer experience, and position them to grow sustainably in a highly competitive space.
As Laura Soybeans grew from a small-town farm into a nationally recognized brand, it became clear that their digital presence needed to evolve alongside the business. What they envisioned wasn’t just a nicer-looking website — they wanted a complete digital ecosystem that would reflect the professionalism of their operation while staying true to their agricultural roots.
At the core of their vision was trust. They wanted customers — many of whom were first-time visitors ordering a food product online — to immediately feel confident in the brand. That meant clean design, simple navigation, fast performance, and an overall experience that felt reliable, personal, and secure. The site needed to do more than inform — it needed to convert, reassure, and reflect the care that goes into every product shipped from the farm.
But trust alone wasn’t enough. Laura Soybeans also needed visibility. Their previous digital strategy didn’t account for search optimization, mobile-first experiences, or scalable marketing infrastructure. The new vision was to change that: to build a digital presence that could expand reach, improve customer acquisition, and serve as a platform for long-term growth. That included creating better product education, showcasing their farm’s legacy, and developing content that told their story in an authentic way.
On the operational side, they wanted efficiency. The internal team needed a back-end system that was easy to manage, update, and scale — especially as customer orders grew. Whether launching new products, updating shipping timelines, or running seasonal promotions, they needed tools that would work for them, not against them.
Their broader goal was clear: to create a digital brand that could compete with large-scale producers without losing the small-business values that made them unique. A digital experience that would resonate with health-conscious consumers, home cooks, wholesale buyers, and anyone else looking for a high-quality, traceable food product from a source they could trust.
In partnering with Saltech Systems, they weren’t just investing in a new website. They were setting the stage for the next chapter of their business — one that would be driven by strategy, supported by technology, and rooted in the same commitment to quality they’ve upheld for generations.
Our process began with an in-depth discovery phase designed to fully understand Laura Soybeans’ business, their customers, and the challenges they faced in the digital space. We worked closely with the Chambers family and their internal team to get a clear picture of their goals, brand values, and what differentiated them in the competitive agricultural market.
To build a foundation for success, we conducted a thorough audit of the existing website and digital presence. This included evaluating site structure, design elements, content effectiveness, technical performance, and search engine visibility. At the same time, we assessed current marketing efforts — such as social media activity, email campaigns, and paid advertising — to determine where gaps existed and how to best support future growth.
We also performed competitive research to identify industry standards and emerging trends in food and agricultural marketing. This helped us position Laura Soybeans strategically against both large-scale producers and boutique farms, finding ways to highlight their unique family legacy and product quality.
The insights gathered during this phase allowed us to develop a clear, actionable roadmap focused on three primary goals:
Modernize the Website Design: Refresh the visual identity with a clean, professional look that reflects the high quality of Laura Soybeans’ products while maintaining a genuine, approachable feel that honors their family heritage.
Optimize User Experience: Simplify navigation and site architecture to create an intuitive path for visitors to find information quickly and place orders seamlessly, across all devices.
Build a Scalable Digital Marketing Foundation: Lay the groundwork for SEO improvements, targeted email marketing, and data-driven paid campaigns that would increase visibility, attract new customers, and foster repeat business.
This comprehensive discovery and strategy phase ensured that all subsequent design and development decisions were data-driven, aligned with business objectives, and focused on delivering measurable results. By investing time upfront in research and planning, we set the stage for a digital transformation that was both thoughtful and effective.
With a clear strategy in place, we moved into the design phase with two main priorities: creating a visually compelling website that reflected Laura Soybeans’ heritage and quality, and developing consistent branding that could be leveraged across all digital channels.
Our design team crafted a clean, modern aesthetic that balanced professionalism with approachability. We chose a color palette inspired by natural farm elements — earth tones, soft greens, and warm neutrals — to evoke trust and authenticity without feeling outdated or generic.
We focused heavily on typography and imagery to tell the story of Laura Soybeans. Large, high-quality photos of the farm, crops, and processing facilities helped connect site visitors to the brand’s agricultural roots. Complementary graphic elements and subtle textures added depth without distracting from key content.
Brand consistency was a major challenge. Prior to this project, Laura Soybeans’ visual identity was fragmented across platforms and marketing materials. We developed a comprehensive brand guide that standardized logo usage, color schemes, typography, and tone of voice. This guide ensured that every touchpoint — from the website to email campaigns and social media — presented a unified and professional image.
User experience was baked into the design from the start. Navigation was simplified to prioritize product information and purchasing pathways, and mobile responsiveness was a must-have given the growing number of users shopping on phones and tablets.
By integrating strong design principles with strategic branding, we created a digital presence that felt both authentic and polished — reinforcing Laura Soybeans’ position as a trusted leader in their market.
With design approvals secured, our development team began building a robust, scalable website tailored specifically to Laura Soybeans’ operational and customer needs. We knew the platform had to be much more than visually appealing — it needed to perform reliably under growing traffic, facilitate smooth e-commerce transactions, and be manageable for the internal team.
Our development priorities included:
Responsive, Mobile-First Design: Given increasing mobile traffic, the site was built from the ground up with a mobile-first approach. This ensured fast loading speeds, intuitive navigation, and an optimized shopping experience on all screen sizes — from smartphones to large desktops.
Flexible Content Management System (CMS): We selected a CMS that combined ease of use with powerful functionality. Laura Soybeans’ staff could independently update product information, add new content, and manage promotions without needing developer support, giving them agility to adapt marketing in real time.
Secure, Integrated E-Commerce: To support direct-to-consumer sales, we integrated a secure e-commerce solution tailored for agricultural food products. Features included inventory management, secure payment processing, order tracking, and customer account creation — all designed to reduce friction and build buyer confidence.
Performance and Speed Optimization: Site speed directly impacts user experience and SEO rankings. We optimized images, minimized scripts, leveraged content delivery networks (CDNs), and selected reliable hosting to ensure rapid page loads and minimal downtime.
SEO-Ready Infrastructure: From clean URLs to schema markup and mobile-first indexing, we built SEO best practices into the technical foundation. This positioned Laura Soybeans to improve organic search rankings and attract targeted traffic.
Scalability and Future-Proofing: Knowing the business would continue to grow, we ensured the platform was scalable and flexible enough to support new product launches, content expansions, and integration with future marketing tools.
By balancing technical rigor with usability, we delivered a website that functioned flawlessly, empowered internal teams, and provided a seamless customer experience — all critical to supporting Laura Soybeans’ growth trajectory.
Launching the website was just the beginning. To achieve lasting business impact, Laura Soybeans required a comprehensive, data-driven marketing strategy paired with ongoing technical and strategic support.
Our marketing approach included:
Comprehensive SEO Strategy: We conducted extensive keyword research to identify high-value search terms relevant to non-GMO soybeans and related agricultural markets. On-page SEO efforts included optimized product descriptions, meta tags, header structures, and blog content focused on educating consumers and boosting search visibility.
Content Marketing: Regular blog posts and educational content helped position Laura Soybeans as an industry authority and drove organic traffic. Topics ranged from sustainable farming practices to recipes and health benefits of non-GMO soybeans.
Email Marketing Campaigns: Using segmented email lists, we developed targeted campaigns to nurture relationships with existing customers. Promotions, product announcements, and seasonal updates were personalized to increase open rates and drive repeat sales.
Targeted Paid Advertising: We launched carefully monitored PPC campaigns on platforms like Google Ads and Facebook to attract new customers and retarget visitors who had shown interest but hadn’t purchased. Budget allocations were optimized based on real-time performance data to maximize ROI.
Social Media Integration: While not a primary channel, social media was leveraged to amplify marketing messages, share brand stories, and engage directly with customers.
Analytics and Reporting: Implementing tools such as Google Analytics and marketing dashboards, we provided regular performance reports that tracked website traffic, user behavior, conversion rates, and campaign effectiveness. These insights guided continuous improvements and strategic shifts.
Ongoing Technical and Strategic Support: Beyond launch, our team offered proactive site maintenance, security updates, troubleshooting, and strategic consulting to ensure the website and marketing efforts stayed aligned with Laura Soybeans’ evolving business goals.
This holistic approach ensured Laura Soybeans didn’t just have a beautiful new website — they had a fully integrated digital marketing ecosystem designed to fuel sustainable growth and build lasting customer relationships.
