NC Vending
Strategic redesign realigning business model, brand identity, and visual presentation. Transformed from WooCommerce confusion to clear lead generation, replacing poor imagery with professional AI-generated visuals, and converting locked PDFs into SEO-friendly web content.
Project Overview
NC Vending had a functional WordPress/WooCommerce site, but it fundamentally misunderstood their business model. Vending machines aren't impulse e-commerce purchases - they require service contracts, site assessments, and relationship building. The site also suffered from off-brand colors and poor cell phone photography that didn't reflect their professionalism.
This strategic redesign focused on three core issues: realigning the business model from e-commerce to lead generation, matching the visual brand identity, and converting locked PDF content into SEO-friendly web components.
Strategic Challenges
- • WooCommerce "Add to Cart" for complex B2B sales
- • No lead capture forms
- • Assumed e-commerce checkout flow
- • Missing service contract context
- • Colors didn't match NC Vending brand
- • Poor cell phone photography
- • Dated slide-in animations
- • Unprofessional visual presentation
- • Product info locked in PDFs
- • Images instead of searchable text
- • Poor content structure
- • Limited search visibility
Landing Page Transformation
Complete visual and strategic overhaul from WooCommerce e-commerce to professional lead generation platform with on-brand design and modern UX.
Before: WooCommerce Site
Dated animations, off-brand colors, WooCommerce shopping cart
After: Lead Generation Platform
Clean design, brand colors, lead generation forms
- • WooCommerce shopping cart
- • Off-brand color scheme
- • Dated slide-in animations
- • Poor cell phone photos
- • E-commerce checkout flow
- • "Apply Now" lead capture forms
- • On-brand NC Vending colors
- • Clean, modern scrolling
- • AI-generated professional imagery
- • Service-focused messaging
- • B2B service business model
- • Lead nurturing focus
- • Service contract emphasis
- • Professional credibility
- • Clear conversion paths
Business Model Realignment
Vending machines require service contracts, not shopping carts. The redesign shifted from e-commerce checkout to lead generation forms that capture qualified prospects.
Before: WooCommerce E-commerce
WooCommerce cart for complex B2B vending services
After: Lead Generation Forms
"Apply Now" forms for qualified lead capture
- • Shopping cart metaphor for B2B services
- • No consultation or qualification process
- • Implied instant purchase/delivery
- • Missing service contract context
- • E-commerce abandoned carts
- • "Apply Now" forms for qualified leads
- • Service assessment workflow
- • Business Program applications
- • Clear next steps for prospects
- • Relationship-building process
Visual Professionalism & Brand Alignment
Replaced inappropriate and unprofessional imagery with AI-generated vending machine visuals that match NC Vending's brand identity and professional positioning.
Before: Poor Image Choices
Warehouse shots, off-brand colors, and inconsistent imagery
After: Professional AI Imagery
On-brand design, AI imagery, and web-native content components
- • Unprofessional warehouse photos
- • Off-brand color scheme
- • Inconsistent image quality
- • Images contradict messaging
- • Dated UI animations
- • AI-generated professional imagery
- • On-brand NC Vending colors
- • Consistent visual language
- • Modern, clean design
- • Industry-appropriate aesthetic
- • AI imagery vs expensive photography
- • Consistent style across all pages
- • Professional vending machine mockups
- • Real-world placement scenarios
- • Cost-effective quality upgrade
SEO & Content Accessibility
Converted product information from images into searchable HTML tables and web components, dramatically improving search engine visibility and user experience.
Before: Image-Based Content
Product specs in images - invisible to search engines
After: Searchable Tables
Same data in searchable, accessible HTML tables
- • Product specs in images
- • Comparison charts as graphics
- • Not indexed by search engines
- • Can't copy/paste information
- • Poor mobile readability
- • Structured HTML content
- • Fully searchable text
- • Google-indexed product info
- • No downloads required
- • Mobile-optimized display
- • Product pages discoverable
- • Rich snippet potential
- • Better local search ranking
- • Improved site crawlability
- • Enhanced user engagement
Results & Impact
NC Vending now has a website that accurately represents their business model, aligns with their brand, and positions them professionally in the vending industry.
- • Lead generation vs e-commerce confusion
- • Clear service-based messaging
- • Qualified prospect capture
- • Service contract emphasis
- • On-brand colors throughout
- • Professional imagery
- • Modern, clean design
- • Industry-appropriate presentation
- • SEO-optimized content structure
- • Maintained/improved performance
- • Mobile-first responsive design
- • Accessibility compliance