Turning a complex story into a clear path to conversion
Turning a complex story into a clear path to conversion
Creative direction: Drew Lyon
Project management: Paola Cárdenas
Content strategist: Jessica McDaniel
Lead designer: Marcin Dmoch
Overview
Background
Cut + Dry is a foodservice e-commerce platform built by the team behind Sysco’s digital transformation — connecting distributors, restaurants, and manufacturers through a single, powerful commerce ecosystem.
Problem
Their existing site buried powerful outcomes under feature-heavy copy and tried to speak to all three audiences at once — leaving no single visitor with a clear path forward. The result was a trust deficit with the very buyers they needed to convert.
Solution
We redesigned the site around an outcomes-first architecture, creating distinct user journeys for distributors and manufacturers while streamlining the restaurant experience. The new site leads with proof, routes intent immediately, and makes “Book a Demo” feel like the natural next step.
Designing for a skeptical industry
The foodservice world runs on relationships and reputation — not software demos. Cut + Dry’s core audiences, particularly distributors, carry a deep-seated fear that digital platforms will disintermediate their sales teams. The biggest design challenge wasn’t aesthetic; it was trust architecture. We restructured the homepage around a clear intent router, giving distributors and manufacturers separate, direct entry points so neither audience had to wade through messaging meant for the other. Every headline was rewritten around financial outcomes — 18%+ revenue boosts, 2 days cut from invoice DSO — rather than feature lists, making the C-suite case without losing the sales rep along the way.
We gave the platform’s most compelling proof points room to breathe: quantified results above the fold, client logos and testimonials woven throughout, and a revenue calculator that makes the value proposition personal and tangible. An interactive product database section, audience-specific landing pages, and a redesigned pricing page round out a site that meets buyers wherever they are — whether they’re ready to book a demo or still doing their homework. The flexible WordPress CMS means Cut + Dry’s team can keep the story current without anything breaking.
