Case Study
Services
L Frances Caramels makes old-fashioned wrapped caramels and caramel corn in small batches at its factory in Appleton, Wisconsin. Slow-cooked in copper kettles with Grade AA butter, real cream and C&H brown sugar, its candy has been made since 2007 and is sold by retailers across the continental United States.
L Frances Caramels has been making caramels the old-fashioned way since 2007, but its website had not kept up. The previous site was a small, fixed-width page with a striped background, a four-link menu and a single block of text about the company, and it did little to show the product or the craft behind it.
The company sells to two very different audiences. Shoppers want to order a bag of caramels or caramel corn, while store buyers, from hardware stores to drug store chains, need to know the candy sells and ships reliably before they give it shelf space. The new site had to serve both without confusing either.
Drag to compare L Frances Caramels’s previous homepage with the site we built.
We built the new design around the look and feel of the product: deep navy and warm caramel gold from the logo, an elegant serif from The Seasons for headlines, and big, warm photography of caramels being made, wrapped and sold. A full-screen video opens the homepage, and the story unfolds as visitors scroll, from the founding goal to the ingredients, the two products and the Wisconsin factory.
Underneath, the site runs on WordPress and Elementor Pro with a WooCommerce store for online orders. A slim header keeps Wholesale one click away, the full menu opens Shop, Wholesale, My Account and Contact, and every page ends with a clear next step, whether that's adding a bag to the cart or sending a wholesale inquiry.
The site sells to shoppers and store buyers from the same storefront. Choose a feature to see it on the site.
The Shop page gives Original Caramels and Small-Batch Caramel Corn each a full band with a short description, product photography and a shop button. A customer quote and a Buying for Your Store prompt sit between and below them.
The old boxed layout is gone, replaced by full-bleed photography, a refined serif and the navy and gold of the logo. The website now feels like an established confectioner, not a small hobby page.
Shoppers can go from reading about copper kettles to adding a bag of caramels to the cart without leaving the site. WooCommerce handles the cart, checkout and customer accounts.
Retailer quotes, national retailer logos and clear product formats answer a buyer's questions before they ask. The Wholesale page and the homepage both end with a simple inquiry form, with phone and email beside it.
Built on WordPress, Elementor Pro and WooCommerce, the site lets the L Frances team update products, testimonials and page copy from one dashboard. New products drop into the existing shop and product templates.
Tell us where you want your business to go. A senior member of our team will get back to you right away.
