Five years in, still the partner behind the platform — and the team that brought the rankings back when Google shifted.
White Labs is one of the most trusted names in professional fermentation — supplying yeast, bacteria, enzymes, and lab services to commercial brewers, distillers, winemakers, and cidermakers around the world. We've been the partner behind their platform since 2021, running web design, development, and Modern SEO continuously. When Google's algorithm updates pulled product rankings down in 2024, we ran the recovery — and brought organic traffic back up 20% with e-commerce conversions doubling on the way.
Results at a glance
Five audiences funneled through one generic site — and none of them getting what they needed.
A 50-barrel commercial brewery, a homebrewer, a winery procurement manager, a craft distiller, and a research lab ordering a custom strain all buy from White Labs. The old site treated them as one.
White Labs is one of the most trusted names in professional fermentation — supplying yeast, bacteria, enzymes, and lab services to commercial brewers, distillers, winemakers, and homebrewers around the world. The people buying from them don’t look anything alike, and the old site treated them as if they did.
We redesigned and rebuilt the platform in 2021 around a single principle: every audience gets its own path through the site, but they all run on one connected system. Five years later, the platform is still the one we built — and it’s grown with the business instead of against it.
- One site, five audiences, no separation pros, homebrewers, winemakers, distillers, and the yeast and bacteria bank all ran through the same generic catalog — commercial procurement traffic and hobbyist discovery traffic competing for the same pages.
- Catalog flattened by structure strains, enzymes, nutrients, dry yeast, and lab services all competed for attention with no clear hierarchy. The same yeast sold in a Pure Pitch pouch to a brewery and a small vial to a homebrewer was treated as one SKU.
- No clear ordering path for commercial accounts professional buyers couldn't get to the products, pricing, and account behavior they needed without navigating around the consumer experience built for homebrewers.
- Authority content sitting disconnected White Labs Brewing Co., the education program, and the Fermentation Society were producing strong content equity — none of it was wired back into the platform in a way that supported the core business.
One platform, four disciplines,
every audience served.
Four connected systems built on a single WordPress and WooCommerce platform: an audience-routed homepage, a catalog redesigned around how fermenters actually shop, separate ordering flows for commercial and consumer buyers, and a content architecture that puts Brewing Co., education, and the Fermentation Society to work for the core business.
Audience-routed homepage and navigation
A single front door with three clear entry points — Professional Brewers, Homebrewers, and the Yeast & Bacteria Bank. Each path leads to a tailored catalog, ordering experience, and content stream. Commercial buyers, hobbyists, and research customers stop competing for the same screen real estate from the first click.
Applied: UX Strategy · Information Architecture · Web DesignProduct catalog redesigned for fermentation
Restructured around how brewers actually search — by strain, by style, by application. FlexSeries, Premium Active Dry Yeast, Fermentation Sidekicks, Enzymes & Nutrients, and the bank each got their own merchandising treatment. Custom taxonomies handle rotating strains and the same product sold in different packaging to different audiences at different price points.
Applied: WordPress · WooCommerce · Custom Taxonomy · Product DesignCommercial and consumer ordering on one platform
A dedicated ordering path for professional buyers — pricing, MOQs, and account behavior built for the way breweries and distilleries actually procure — runs alongside a clean consumer checkout for homebrewers and enthusiasts. Same platform, two flows, no microsites, no fragmented brand, no duplicate maintenance.
Applied: WooCommerce · B2B Ordering · Account Logic · Checkout UXContent architecture that earns its keep
White Labs Brewing Co., the education program, and the Fermentation Society are all wired back into the platform. The 300+ batches and 96 strains documented in From Cell to Sip, the educational content for homebrewers and pros, and the society content for enthusiasts all pull weight for the core business — driving search visibility, trust, and cross-audience discovery.
Applied: Content Architecture · Internal Linking · Site StructureThe store, the catalog, the brewing co., and the fermentation society
White Labs lab — the science behind the brand Pure yeast and fermentation at the source 
White Labs Global Headquarters — San Diego Tasting room, yeast bank, and world-class fermentation facility 
White Labs Brewing Co. The content arm wired back into the platform 
Premium Active Dry Yeast — product catalog WLP001 California Ale Yeast · WooCommerce catalog Yeast & Bacteria Bank Research and custom strain ordering path A platform built to flex —
and to keep flexing five years later.
New product lines, new strains, and new services have been added over five years without rebuilding the site. The platform was built well enough at the start that it doesn't need to be rebuilt every two years — it grows with the business instead of against it.
Every path through the site is tailored, but they all run on the same platform. Commercial procurement, hobbyist discovery, research ordering, and enthusiast community all coexist without competing — and without the overhead of maintaining separate sites.
Modern SEO has run alongside the platform since 2021. When algorithm changes impacted the catalog in 2024, the recovery wasn't a separate engagement — it was the same team, the same platform, the same long-term partnership doing what it was designed to do.
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