Cheetham Salt
Australia’s largest producer and refiner of solar salt.
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Background
Cheetham Salt supplies natural salt products to food, industrial, pool treatment, stockfeed, chemical and hide treatment markets. Founded in 1888, the company operates multiple solar salt fields and refineries across Australia and exports globally.
The client engaged us to redesign and rebuild their corporate website to better reflect their industry leadership, clarify product categories, support export and domestic enquiries, and improve overall usability and performance.
Objectives
- Modernise visual design and branding to reflect Cheetham Salt’s position as a leading Australian salt producer.
- Improve site structure and navigation for clearer access to product groups (e.g., Food, Pool, Industrial, Chemical) and company information.
- Enhance SEO and organic visibility for salt products and industrial applications.
- Ensure responsive performance and accessibility across devices.
- Support business development with clear calls-to-action for enquiries and brochure downloads.
Approach
Intuitive Information Architecture
We restructured navigation to prioritise Products, Our Salt, About, Sustainability, and Export sections, making it straightforward for industry buyers to find relevant product categories such as Food, Stockfeed, Pool Treatment, Chemical and Industrial salt.
Responsive Frontend
The site was rebuilt with a performance-optimised frontend, ensuring fast load times and accessibility on mobile and desktop — critical for international and B2B audiences.
Industry-relevant SEO
- Clear, descriptive page titles and meta descriptions for product categories (e.g., “Pool Treatment Salt Products”).
- Structured heading hierarchy and keyword-focused content that aligns with user search intent for salt products and industrial applications.
- Internal linking to support discoverability of high-value pages (e.g., Our Grades of Salt, Sites & Locations).
Visual Enhancements
- Custom imagery and product icons were integrated to visually communicate Cheetham Salt’s range of salt grades and applications.
- Conversion-Focused Contact & Resource Areas
- Prominent contact forms, export enquiry options, Australian enquiries, and downloadable brochures were added to support lead generation for sales teams.
Result
- Improved user engagement: Simplified navigation and clear product category pages reduced friction for target B2B visitors.
- Stronger brand position: A modern, professional interface aligns with Cheetham Salt’s heritage and operational scale.
- Better SEO foundations: The site now has improved technical and content structure to support organic rankings for relevant salt production and product terms.
- Scalable platform: Built to support future content expansions such as sustainability reporting, export capabilities details, and new product lines.
For websites designed to clearly present large product ranges and support domestic and export enquiries, contact Digital Bridge, Fitzroy
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