VanDenBerg Web + Creative Empowers AntelBio with a Strategic Website Relaunch
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calculated avg. engagement time
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engaged sessions
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total users
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engagement rate
April 1, 2025 – June 1, 2025 vs previous period.
AntelBio is a dairy industry research and development company that provides innovative solutions to dairy producers. VanDenBerg Web + Creative was engaged to build a new custom WordPress website to market their products and provide a hub for valuable resources. The phased project included a modern landing page, comprehensive content expansion, and a login-protected e-commerce section to drive sales of their novel diagnostic and genomic tools.
Challenge & Goals
AntelBio was in need of a completely new online presence to support its mission of bringing new products to market. The old website lacked the modern design, functionality, and robust measurement needed to serve as a growth engine. The primary goals of the project were to create a brand new, mobile-friendly website that could attract qualified traffic, improve user engagement, and lay the groundwork for a future e-commerce platform that would accommodate online orders. The site needed to be built in a scalable way, starting with a landing page and expanding in phases to include more content, resources, and a protected e-commerce shop.
Our Solution
Platform and information architecture
The new website was built on a custom WordPress platform, which was chosen for its flexibility and scalability to accommodate AntelBio’s phased growth plan. The site was designed to be built in three stages: a foundational landing page, an expansion of core content pages, and the final implementation of a login-protected e-commerce store. This structure allows AntelBio to incrementally add features while maintaining a cohesive and organized user experience. The use of a membership plugin was key to creating restricted content areas, such as a specialized calculator, and preparing for the protected e-commerce shop.
Design and user experience
The design was focused on a modern, mobile-friendly aesthetic with fast load times to ensure a positive user experience. The visual layout and navigation were optimized to guide visitors toward key information and resources. Every page includes a consistent main navigation menu, contact information, and a footer with important links, ensuring a professional and trustworthy brand presence. The design principles were applied to ensure the site looks and functions flawlessly across desktop, tablet, and mobile devices.
Content strategy and positioning
The content strategy was developed to position AntelBio as a leader in dairy industry innovation. The site features messaging focused on their strategic partnerships, research, and data-driven solutions. Key sections highlight peer-reviewed studies and press mentions, building trust and authority with their target audience. The website outline was carefully planned to include dedicated sections for Research, Studies, and Press, ensuring that valuable information is easily discoverable for both new and returning visitors.
Integrations, analytics, and search engine optimization
A robust analytics and SEO foundation was implemented to ensure the website’s long-term success. Google Analytics tracking and Google Search Console were configured to provide deep insights into user behavior and search performance. The maintenance plan includes monthly Google Data Studio reporting, providing AntelBio with a clear, data-driven view of their website’s performance. The site was built with SEO best practices in mind, including a focus on fast load times and optimized pages, which helped improve its visibility in organic search results.
Results
April 1, 2025–June 1, 2025 vs previous period
The strategic website launch led to significant improvements in user engagement and traffic. The site saw a 21.6% increase in Total Users, indicating that the new website is effectively attracting a new audience. More importantly, user engagement metrics showed strong positive momentum. Engaged sessions grew by 49.6%, and the Engagement Rate increased by 7.9% to 31.35%, demonstrating that visitors are finding the new content valuable. The average time users spent on the site–the Calculated Avg. Engagement Time–saw a remarkable 62.4% increase.
Client Feedback
“We highly recommend the VanDenBerg Web + Creative team. We have been working together for a couple years. Along with regular maintenance of the CentralStar Cooperative website, they recently guided us through and implemented a website redesign. Rebecca does an outstanding and thorough job preplanning through implementation and training. She asks great questions that get to the purpose/intent and provides creative recommendations. I highly recommend this team!!!!!”
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