Web Tip – Website Love + Our Website Optimization Checklist

The best websites blend aesthetics and effectiveness. An elegant design captures visitors’ attention and increases their comfort with your business. This isn’t just our opinion – Adobe found 38% of people will stop engaging with a website if its content and layout is unattractive.



An effective website is easy to navigate and makes it simple for visitors to complete their goal (locate information, watch a video, download an asset, complete a purchase, etc.).

Too often, after a website is built, it’s ignored. The best websites, however, are consistently optimized to deliver even better results.

Don’t let your site become a stagnant destination. Instead, regularly review different pages or sections, make changes, and measure how your audience reacts. Download our Website Optimization Checklist to analyze your webpages, from the headlines to the copy, and more.

Today, we’re giving kudos to HelloFresh’s website’s balance between aesthetics and effectiveness to demonstrate many principles from the Website Optimization Checklist.

Homepage Love

HelloFresh is a healthy delivery service for busy home chefs. They deliver ingredients and recipes to the doorstep of customers, who either don’t know how to cook (but hope to learn), don’t have time to shop, or simply enjoy the ease of someone else planning their meals.

HelloFresh’s website is a knockout and exhibits many principles in our Website Optimization Checklist. Their homepage shows off checklist principles: Create Persuasive Headlines and Copy, Simplify the Design, Be Relevant, and Build Trust.
HelloFresh's website

What We Love

1. Passes the 7-second test (can tell what HelloFresh does and their value in 7 seconds or less.) Directly in the center of the page is More Than Food: Chef curated recipes based on seasonal farm fresh ingredients delivered every week to your doorstep. This message concisely says what HelloFresh does and why they are different.

2. The layout has a logical thought sequence. First, HelloFresh states the service they provide, then how the delivery process works. The next section builds credibility with a celebrity chef (more on that later), and then, menu options and appealing visuals get you excited about the service. Scrolling down further, real-life customer testimonials shared on social sites remove any second thoughts. All of this content is relevant to the audience, informing and guiding their purchase.

3. Top navigation is simple and includes links to priority information, like Our Boxes, How It Works, Our Recipes, Gift Cards, Jamie Oliver, and Blog. The main navigation isn’t cluttered and doesn’t include a link to everything the site offers.

4. The hero image features delicious-looking food, drawing the eye and supporting their offer. Images that are relevant to the audience and support a brand’s claim are so much better than stock images of generic smiling faces (this happens way to often!).

5. A prominent CTA “View our plans” in the hero image is impossible to miss and tells you exactly what to expect. Imagine if the CTA instead said “click here,” – offering you no information and certainly no reason to click to see more.

7. Celebrity Chef Jamie Oliver’s partnership with, and endorsement of, HelloFresh is featured to build credibility and trust. People tend to be suspicious online – no one wants to be tricked by a fraudulent company. Adding a celebrity endorsement, badges, certifications, testimonials, guarantees, etc. eases this anxiety.

Conversion Love

HelloFresh clearly optimized their website with one goal in mind: to turn browsers into buyers.

Clicking the “View Our Plans” CTA on the homepage brings you to a landing page talking through the three box options. Clicking any of the “View Box” CTAs on that page, drives you to the “Customize Box” page, intent on initiating your conversion. The Customize Box page exemplifies Get the Conversion, Simplify the Design, Build Trust, and Keep It Relevant on our checklist.
hello fresh conversion
What We Love

1. The box description continues to make the case for converting. It highlights the farm fresh ingredients, delicious recipes, and flexible subscription. The description also reveals that the family box keeps spiciness to a minimum in order to please the entire family. This information reduces a buyer’s last minute concerns about whether their kids or any of their family’s picky eaters will like the recipes.

2. The “Select a Box” webform is super simple to follow. It asks two main questions: how many people would you like to cook for and how many meals would you like to receive a week? By asking only a few questions, the webform won’t turn off a potential customer, who may get overwhelmed by a long form or by providing personal information.

3. The webform declares shipping is “always free” – a compelling offer for anyone on the fence! Again, HelloFresh is reminding browsers how easy, cost-effective and painless their delivery service is. By stating shipping is “free” early-on, you provide all the information the potential customer needs up front, reducing anxiety that the price will increase after they click through.

4. Additional positive customer testimonials build trust and credibility.

5. The page design is simple, showing no competing or distracting elements. Extra, unrelated offers can confuse a visitor, increase bounce rates, and decrease conversions. By adding white space or blank areas throughout the site, Hello Fresh makes their offer incredibly easy to read and the CTA can’t be missed.

6. The header and footer both promote a $15 off discount for subscribing to HelloFresh’s email address, offering further incentive to purchase.

Try the Website Optimization Checklist for yourself

HelloFresh’s is just one of so many effective websites nailing the balance between nice-to-look-at and nice-to-explore. A website that looks cool, but frustrates users, is worse than a plain site driving conversions, but a stagnant website is the worst of all!

Get our Website Optimization Checklist (above) to systematically analyze pages on your site and pinpoint small updates to improve users’ experience. This checklist can be used time and again to make incremental, impactful improvements.