Melt Site Icons - Final

The Infant and Toddler Forum

Web Development and SEO support

We relaunched the Danone Infant and Toddler Forum website, implemented a new SEO strategy and built interactive tools that won both user and media attention

The Danone ITF website offers evidence-based advice and resources for parents and healthcare professionals on early years nutrition and development.

The objectives

  • Improve ITF front end to fully support responsive design in a mobile friendly way
  • Improve user experience to achieve better content engagement
  • Develop and manage SEO strategy to drive increased organic traffic Danone ITF Homepage - Melt Content

The Solution:

The original ITF website was built on Liferay and not responsive for mobile devices. Melt redesigned the ITF website creating a bespoke responsive template, using the Magento ecommerce platform to implement better filtering and categorisation. We helped ITF move its services beyond nutritional guidance for toddlers, expanding the user journey to cover a variety of user groups, including expecting mothers. We also created new content for health professionals, and designed and fulfilled a responsive email newsletter.

In tandem with the site build, Melt formulated an SEO strategy that has seen the site increase in rank and traffic month on month since launch in 2014 – +62% in year one and +97% in year 2.

The SEO strategy builds on new foundations of thorough keyword research. This allowed us to better structure content based on topics and keyword baskets. The ultimate outcome was a tighter set of topic silos, enabling us to build site topic authority more efficiently, drive rankings and achieve traffic improvements.

We subsequently designed and built an interactive portion sizes tables, launched in 2015. In 2016 we followed this with a toddler diet tracker, which was launched with a nationwide news campaign that resulted in visitor numbers reaching over 50 times their usual rate in just one day. The number of ITF Tot It Up App subscribers also increased within this period, rising from 100 to 3,500.

Danone ITF Portion Sizes - Melt Content
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