Title: Cut + Dry
Author: GLIDE Support
Published: April 27, 2026
Last modified: May 19, 2026

---

 Cut + Dry

# Turning a complex story into a clear path to conversion

![Image](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-Header-image.
png "Image")

![Close Icon](https://www.glidedesign.com/wp-content/themes/glidedesign/assets/src/
images/close-icon-black.svg)

 Cut + Dry

## Turning a complex story into a clear path to conversion

 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.

What we did

 Technology · Design · Development

 Credits

Creative direction: Drew Lyon
 Project management: Paola Cárdenas Content strategist:
Jessica McDaniel Lead designer: Marcin Dmoch

 [Visit website](https://cutanddry.com/)

 [Let’s talk about your project](https://www.glidedesign.com/lets-talk/)

## 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.

 [Visit website](https://cutanddry.com/)

## Post launch results

 6.3

%

Increased organic traffic

More visitors finding Cut + Dry through search without paid spend

 17

%

Increase in total ranking keywords

More search terms driving visibility in just 30 days post-launch.

 5.6

%

Top-3 keyword positions

More keywords ranking where clicks actually happen.

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-1_1-
1000x754.png "Image Title")

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-1_2-
1000x754.png "Image Title")

![](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-1_3.png)

## **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. 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.

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-2_1-
1000x754.png "Image Title")

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-2_2-
1000x754.png "Image Title")

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-2_3-
1000x754.png "Image Title")

![Image Title](https://www.glidedesign.com/wp-content/uploads/cut-and-dry-grid-2_4-
1000x754.png "Image Title")

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