The challenge
Global Fresh Connect is the international sourcing arm of DeliverFresh, a Melbourne fresh produce business. It connects importers, wholesalers, retailers, hospitality groups and food manufacturers with growers and packhouses across borders, and coordinates everything in between: sourcing, quality and certification checks, packing, export paperwork, freight by air, sea and road, import and biosecurity, cold storage and last-mile delivery. None of that is sold from a cart. Every deal starts as a sourcing request, and the buyer sending it needs to trust that one company can hold a perishable product together across a dozen hand-offs. The site had two audiences with opposite needs — buyers requesting supply and growers applying to become suppliers — and a genuinely complicated service to explain without drowning either of them in logistics.
What we did
- Reduced the service to a five-word line the whole site hangs on — Source, Verify, Comply, Move, Deliver — and backed it with a twelve-stage journey player that walks a shipment from orchard to customer site, on the homepage and the solutions page.
- Built the enquiry as the product. The request page is a three-step form — company, product and route, then requirements — capturing variety, grade, quantity, origin, destination port, delivery date, packaging, certifications, Incoterm and cold-chain needs, so a quote can start from the first message rather than a round of follow-up emails.
- Added a short quick-request form on the homepage for buyers who are not ready for the full brief, asking only product, origin, destination, volume and email.
- Gave suppliers their own path: a Become a Supply Partner page with a registration form that records partner type, products, seasonal availability, capacity, export markets and the status of each relevant certification.
- Explained the harder parts on their own pages — Quality & Compliance with a nine-point sourcing check, Our Produce with how each order is specified, and Global Trade Corridors mapping the routes between Australia, the Gulf and Asia — each stating plainly what the company does and does not do.
- Put a guided WhatsApp chat on the site that asks the right questions for a sourcing quote, a supplier enquiry or a compliance question before handing over to a conversation, alongside the phone and email contact.
- Built the structured data a B2B service business needs to be understood by search engines and AI assistants: Organization with its parent company and areas served, a service catalogue, FAQ and breadcrumbs, plus a plain-language summary page written for AI crawlers.
- Shipped it as a bespoke Shopify theme in navy, green and cream, with custom supply-chain photography and animations that are reduced for visitors who ask for less motion.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.