Retro Food Trucks Ltd.

Digital Review
February 2023

SECTION 1: Website review

A. Suggested changes to website content
1. Change slideshow of images in top section of home page
We suggest replacing the current slideshow in the top section of the home page with photos of
interiors and exteriors of different trucks and trailers the company has worked on. The current photos
don’t do the products justice and don’t give a clear impression of the company’s impressive range of
offerings. Instead, a representative sample of photos (see below) could be taken from the “Gallery”
section and used here to showcase the portfolio.

2. Include video content of conversion / fit-out process and completion tour

To give prospective customers a better insight into what the company does, we suggest adding some
video footage of the conversion / fit-out process and a tour of the completed product. This type of
footage is already being used on the company’s TikTok page and could easily be transferred to the
website. Time-lapse footage of a restoration project would also work well here. Alternatively, “before
and after” photos could be useful to show prospective customers what is possible. Some 360-degree
video footage of a truck interior, such as the footage shown in some of the TikToks, could also be
included.

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 3. Increased focus on design aesthetic and attention to detail
One of Retro Food Trucks’ selling points is its design aesthetic, which includes lighting boxes, stainless
steel interiors, tiling, hand-built counter tops, as well as customizable add-ons, such as copper-clad
pizza ovens and custom hatches. To help Retro Food Trucks stand out from its competitors, we suggest
providing more information and photos to convey these extras, the design aesthetic and the
company’s attention to detail. Some photos of the restoration work in progress (welding, painting,
upholstering) could also be useful.

4. Include “Call to Action” on home page

A key component of an effective website is a clear call to action, the purpose of which is to elicit an
immediate response from the person reading it by encouraging them to take specific action. We
recommend including a call to action, such as the following, in the top section of the home page:

Contact us today for a free quote!

Call today to schedule a free consultation!
(with link to contact details)

5. Review written content on all pages

The written content could be improved in terms of style, grammar, syntax and punctuation. Some
sentences are incomplete or too long, and there is an overuse of capitalization.

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 6. Replace URL on “Kiosks” page with button linking to “Contact Us” page

7. Fix social media links

The Facebook and Twitter links on the home page are currently not working.

B. Suggested changes to website structure

1. Improve overview of products and services through restructuring of website
A good website structure ensures a successful user experience and also improves search engine
rankings. The website currently does not give a clear enough overview of the products and services
on offer. For example, it is only if you scroll down to the bottom of the “Kiosks” page that you see that
Retro Food Trucks also provide retail displays and clothing/branding trailers. This problem could be
resolved by restructuring the website and replacing the current menu structure with the following:
➔ Home
➔ About Us
➔ Products
➔ Trucks
➔ Trailers
➔ Kiosks
➔ Retail Displays
➔ Clothing/Branding Trailers
➔ Pizza Ovens
➔ Conversion Service
➔ Customers
➔ Contact Us

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 2. Rename and restructure some of the pages
“Find a Food Truck” page: The title of this page, a link to which is provided at the bottom of the home
page, is misleading, as you would expect that its purpose is to allow prospective customers to search
for a truck to meet their needs. However, instead the page contains a list of customers who purchased
a truck/trailer from Retro Food Trucks. This page could instead be renamed “Customers”.

“Products For Sale” and “Kiosk” pages: Currently, kiosks are listed together with trucks and trailers on
the “Products for Sale” page, even though there is already a separate page for kiosks. We recommend
having a separate page for each product type: trucks, trailers, kiosks, retail displays and
clothing/branding trailers. Giving each type of product a separate page will provide a better and
clearer overview of the products on offer.

C. Search Engine Optimization (SEO)

1. SEO review
SEO (Search Engine Optimization) is the process of improving the quality and quantity of website
traffic to a website from search engines. SEO targets unpaid traffic rather than direct traffic or paid
traffic. We suggest that the entire website be reviewed in terms of SEO. This would involve a review
of the following:
- Keywords
- Page title tag, URL and meta description
- H1 tags
- Article/page copy
- Alt text and titles of images

D. Suggested changes to website design

1. Consistent use of fonts for headings
On the “Products for Sale” page, the following retro-style font is used for the heading and captions:

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However, this font is not used on any of the other pages. Instead, the following font is used:

To give the website a consistent look and feel, we suggest that a retro-style font, such as that used on
the “Products for Sale” page above, or one of the fonts used in the logo below, be used for all headings
throughout the website.

2. Reduce font size

In many places, the font size is too large. This is particularly problematic on the mobile site, as it results
in the user having to do a lot of unnecessary scrolling, thereby detracting from the user experience.

3. Consistent use of font size for body text

The font size used for the body text varies from page to page. This should be made consistent across
the website to give it a uniform look and feel.

4. Change colour of headings, footer and menu

Red is a colour normally associated with danger and is therefore not usually recommended for a
website, especially one such as this. We recommend using a different, more muted colour for the
headings, menu and footer, such as the orange that is already in the logo, or a complementary pink,
as shown here.

Hex codes: Pink: E7616E, Orange: E07A35, Yellow: ECD839 (Orange and yellow colours and hex codes
shown here have been taken from the company logo.)

Here are some examples of retro colour schemes and logos using similar colours:

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 SECTION 2: Social media review

A. Overview
Retro Food Trucks’ social media presence can be summarised as follows:

Social media Account likes Followers Largest no. of likes/comments for a single post
Facebook 12,000 12,000 19 likes / 1 comment / 2 shares
Instagram -- 18 4 comments
Tiktok 72 18 --
Twitter -- 166 4 likes / 0 retweets

Despite the fact that Retro Food Trucks’ Facebook page has an impressive 12,000 followers, each
individual post has very few likes, comments and shares. While the Instagram and Tiktok accounts
both have a very low following, there is no reason why, with the right content, this number could not
be significantly increased. We have outlined below some initiatives that could be used to increase the
number of followers and the number of likes/comments/shares across the different social media
accounts.

B. Suggestions for improvement

Without access to detailed analytics for Retro Food Trucks’ social media accounts, we are currently
only able to make the following general observations and recommendations.

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 1. Increase frequency and regularity of posts
Where possible, all social media accounts should be updated at least once a week. Some ideas for
content can be found below. Most content can be recycled across the different social media accounts.

2. Use a call to action in every post

Use your social media posts to prompt your customers to take specific action to encourage
engagement, e.g. ask them to leave a comment or to like or share a post. Encourage them to contact
you for a free quote or consultation.

3. Pose a question or ask your followers to make a choice

For example, before starting work on a new truck restoration/conversion project, give your followers
some colours to choose from and ask them to let you know in the comments below which colour they
think you should paint the truck/trailer. Post photos of a few different truck designs and ask your
followers to let you know in the comments which “vibe” is their favourite. Make sure to like or respond
to any comments posted to encourage interaction.

4. Encourage engagement from existing customers

We suggest tapping into Retro’s sizable number of satisfied customers and encouraging them to tag
you in photos of your trucks and trailers on the road, so that you can share them on your Facebook
and Instagram pages (with their permission). Consider the powerful impact of a photo of a Retro Food
Trucks’ trailer or truck perched on the edge of a beach on the Wild Atlantic Way or some other scenic
location.

Much like classic and vintage car clubs, we suggest creating a sense of community among your
customers, who have the commonality of being the owners/drivers of retro trucks and trailers. For
example, hold a Facebook competition among your customers to see which of your trucks/trailers is
in the most remote, exotic or scenic location, or which one has the best view. The photo below, taken
from Retro Food Trucks’ Instagram feed, is an excellent case in point.

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 5. Use popular posts to inform future content
Looking through Retro’s Facebook page, these are the posts that generated the highest number of
likes:

On Tiktok, this was by far the most popular post:

We recommend basing future posts on previous posts that were popular. Time-lapse footage and
“before and after” photos/videos of renovation work are extremely popular on social media, and it
could be argued that the relative popularity of the above posts bears this out. We suggest taking
photos/videos of your trucks and trailers before and after they have been restored and then posting
them alongside each other on social media for maximum impact.

6. Measure the success of your efforts with social media analytics tools
We recommend using the analytics tools of the different social media platforms (e.g. Facebook
Insights, Instagram Insights) to analyze metrics such as the demographics of your audience, the
number of page views and page likes, the number of users who saw your post and the demographics
of people engaging with your page and posts. This can be very useful in helping you to define your
content strategy and ensuring that you publish more of what works and less of what doesn't. You can
also use these tools to track the performance of your competitors.

7. Use more reels on Instagram

When it comes to extending the reach of your Instagram account, reels are extremely popular right
now. We suggest using more reels to show off the company’s skills and workmanship and to provide
behind-the-scenes footage. The relatability of posts is key and could be achieved, for example, by
introducing your audience to the people and experiences behind the Retro Food Trucks brand.
Alternatively, create a post that uses photos or video to explain the “origin story” of a particular truck,
detailing where it was discovered, its history, how it was restored and what it looks like now.

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 8. Write strong captions
Instagram and Tiktok captions can be up to 2,200 characters long. While a concise caption is
sometimes the best choice, make the most of the full character allowance whenever you have a good
story to tell, e.g. the origin story of a particular truck or trailer.

9. Change current Tiktok profile picture to company logo

We suggest replacing the current profile picture of a yellow VW van with the company logo to ensure
consistency across all social media accounts and the company website.

10. Use more trending hashtags on all social media accounts

Hashtags are essentially a means of grouping together conversations or content around a certain
topic, thus making it easy for people to find specific content that interests them. Hashtags can be used
on any social media platform, but are most popular on Twitter and Instagram.

11. Use trending songs and sounds on Tiktok

Tiktok prioritises content you make with trending sounds, and so this is an easy way to get more
people to see your videos. Trending songs can be found in the “Discover” tab, or you can simply use
the tracks suggested by TikTok app when you’re shooting a video.

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