Case Study: How Richard Jones Pit BBQ Increased Online Order Form Submissions by 1,418% After a Website Redesign

Richard Jones Pit BBQ’s outdated website generated just 22 online order form submissions in 2024. After a strategic, conversion-focused redesign, submissions increased to 334 in 2025:

A 1,418% increase without changing the sitemap or expanding content.

Many service businesses assume that if their website isn’t generating enough inquiries, the problem must be:

• A lack of traffic
• Weak marketing
• Or increased competition

But often, the real issue is simpler—the website itself may be getting in the way.

That’s exactly what happened with Richard Jones Pit BBQ.

Their business had strong demand. Their reputation was solid. Their food spoke for itself. But their website wasn’t converting that interest into action.

And the results showed it.

The Challenge: A Website That No Longer Matched the Brand

Richard Jones Pit BBQ had a strong reputation and loyal customers.

But their website didn’t reflect the quality of their food or service.

In 2024, the site:

• Looked dated
• Relied on downloadable PDF menus
• Had a dense, overwhelming order form
• Offered limited visual hierarchy
• Generated only 22 form submissions all year

For a catering-focused business, 22 submissions in an entire year doesn’t just represent low engagement.

It represents:

• Catering inquiries that never happened
• Events that were never booked
• Revenue that never came in
• Customers who likely chose a competitor
• Marketing dollars that didn’t convert

When someone visits your website ready to order—and the experience feels confusing, outdated, or overwhelming—they don’t usually complain.

They just leave.

And most businesses never realize how much that quiet friction is costing them.

Christy began noticing that disconnect. The food was great and word of mouth was strong, but the website wasn’t pulling its weight.

The Goal: Keep the Content, Transform the Experience

Christy didn’t want to overhaul everything.

The sitemap stayed the same.
The core content stayed the same.

The mission was simple:

• Move the site into a modern WordPress theme
• Improve user experience (UX)
• Refresh the visual identity
• Make ordering easier
• Increase conversions

This wasn’t about adding more pages.

It was about making the existing pages perform (you can explore the details of website redesign for service-based businesses here in our complete guide).

The Redesign Approach: Strategy Before Style

A successful website redesign isn’t just about picking better colors.

It starts with structure.

After selecting a modern WordPress theme, the first step was redesigning the homepage. A website’s homepage sets the tone, establishes visual hierarchy, and defines how visitors move through the site.

Once the client’s homepage design was approved, the remaining interior pages were carefully restructured for clarity and consistency.

The redesign was guided by The Art of Online Marketing’s Director of Website Strategy & Design, Arie Silverman, who focused heavily on:

1. User experience (UX)
2. Conversion flow
3. Layout clarity
4. Mobile responsiveness
5. Simplicity in form completion

The goal wasn’t to change what Richard Jones Pit BBQ offered.

It was to remove the friction between interest and action.

The new design prioritized:

• Clear navigation
• Logical page structure
• Strong call-to-action placement
• Cleaner content presentation
• A simplified ordering process

Instead of overwhelming visitors, the site now guides them clearly toward action.

Design Highlights: What Changed (And Why It Worked)

A Clear, Modern Homepage with Strong Direction

The old homepage felt static and crowded.

The new homepage:

• Opens with bold, high-quality food imagery
• Features a strong headline: “Smoked Low & Slow. Served Hot & Ready.”
• Displays prominent “Order Now” and phone CTAs in the header
• Uses clean spacing and hierarchy
• Guides users toward menus, events, or ordering

Instead of asking visitors to figure it out, the homepage now leads them.

Structured, Searchable Menus (No More PDF Reliance)

Previously, menus were image-based PDFs.

Now:

• Menu A, B, and C are clearly structured on-page
• Pricing is visible
• Sections are organized logically
• Content is readable on mobile
• Visitors can scan instead of download

Clarity reduces hesitation.

A Redesigned Order Form Focused on Completion

The online order form was the main conversion point.

Old version:

• Dense checkboxes
• Minimal spacing
• Hard to scan
• Visually overwhelming

New version:

• Clean layout
• Clear grouping of sections
• Logical flow
• Improved spacing
• Strong submit button visibility
• Mobile-friendly formatting

No new pages.
No new offers.

Just less friction.

Stronger Trust & Social Proof Integration

The redesigned Reviews page now:

• Uses a structured review feed
• Displays recognizable review icons
• Makes testimonials easy to scan
• Adds credibility visually

This reinforces confidence before someone requests a quote.

The Results: A 1,418% Increase (and What That Really Means)

In 2024:
22 online order form submissions.

In 2025:
334 submissions in one year.

That’s a 1,418% increase.

But the impact goes far beyond the percentage.

It means:

• More catering inquiries
• More booked events
• More predictable revenue
• Stronger brand credibility
• Happier customers who found it easy to order
• A website that finally supports the business rather than slowing it down

Instead of wondering whether the website was working, the results became obvious.

The redesign didn’t just improve aesthetics.

It improved performance.

And when your website performs, your business feels the difference.

What the Client Said

The numbers tell a powerful story—but what mattered most was how the redesign felt from the client’s perspective.

For Christy and the team at Richard Jones Pit BBQ, this wasn’t just about a modern look. It was about finally having a website that reflected their brand, simplified ordering, and supported real business growth.

Here’s what she had to say after the new website launched:

“The Art of Online Marketing completely transformed our website for Richard Jones Pit BBQ, and we couldn’t be happier with the results. Our old site was outdated and hard to use, but they gave us a fresh, professional redesign that still kept our personality. Customers love how easy it is to use now—especially the catering section and photos, which really showcase what we offer. We’ve had a huge jump in orders since the new site launched. In fact, our online order form went from just 22 submissions in 2024 to over 330 in 2025. That says it all! Highly recommend their team.”

That testimonial reflects exactly what the data shows.

Why This Redesign Worked

This project succeeded because:

• The brand personality was preserved
• The design was modernized without losing identity
• The user journey became intuitive
• The primary call-to-action became clear
• The ordering process became easier
• The mobile experience improved
• The structure reduced confusion

The redesign aligned presentation with quality.

When the website experience matched the food experience, conversions followed.

The Bigger Lesson for Service Businesses

If your website:

• Feels outdated
• Looks cluttered
• Relies on downloadable files
• Has a long or confusing form
• Isn’t generating enough inquiries

The issue may not be your service.

It may be your website experience.

Ready to See What a Website Redesign Could Do for Your Business?

If your website isn’t producing the leads or the online inquiries it should, let’s take a closer look.

Schedule a website consultation, or call us directly at (866) 904-3889 to discuss your goals.

Let’s see what your website is truly capable of.

Frequently Asked Questions About Website Redesign

Q: How can a website redesign increase conversions?
A: A website redesign can increase conversions by improving clarity, navigation, layout, and calls-to-action. When visitors can quickly understand what you offer and how to take the next step, they are more likely to submit a form or request a quote. In this case, simplifying the order form and improving the user experience led to a 1,418% increase in submissions.

Q: Do I need to change all my content during a redesign?
A: Not necessarily. Richard Jones Pit BBQ kept the same sitemap and core content. The improvement came from better structure, layout, and presentation—not from adding more pages. Sometimes the issue isn’t what you say, but how it’s organized and displayed.

Q: Will a website redesign affect my current customers?
A: A professional redesign improves the experience without confusing loyal customers. The goal is to preserve your brand personality while making the site easier to use. In this case, customers appreciated the clearer catering section and easier ordering process.

Q: How long does a website redesign typically take?
A: The timeline depends on project scope, approvals, and revisions. A structured redesign process typically includes theme selection, homepage design approval, interior page design, development, testing, and launch. Working in stages ensures the final result is polished and fully functional.

Q: How do I know if my business needs a website redesign?
A: You may need a redesign if your website looks outdated, is difficult to navigate, relies on downloadable files, or isn’t generating enough leads. If your business is growing but your website performance is not, it may be time for an evaluation. You can also learn about the top 7 signs it’s time to redesign your website here in this guide.

Q: What is the first step if I’m considering a website redesign?
A: The best first step is to schedule a consultation. A professional review can help determine whether your website needs a full redesign or targeted improvements.

Looking to get more leads from your website? Schedule a website consultation or call us directly at (866) 904-3889.