Steeplejack Brewing

UX writing, content design, branding, SEO, and CMS

Project Overview

Steeplejack Brewing needed a website for their new business. Being a new brand, they wanted their website to introduce them to the world, showcase their craft beer and food selections, and use SEO best practices. They also needed an easy-to-use CMS system that their brewers and the general manager could frequently and quickly update.

My Contributions

Aside from their dedication to craft beer, we needed their brand story to speak about their involvement in the community. I used an energetic and welcoming tone to convey a sense of community and craft. I worked alongside the owner and brewers to create a CMS system that would organize their menus to make sense to their customers. I also used SEO best practices and targeted keywords on page titles, URLs, meta descriptions, and headers.

Steeplejack Brewing Company is a full-service brewery, bar, and restaurant located in Northeast Portland, Oregon.
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They remodeled a historic 111-year-old church and took great care to preserve the space. As a result, the beautiful building has become an integral facet of their branding. Throughout the website, I emphasized the gorgeous space and created messaging highlighting the brewery as a place to gather and celebrate the community.
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A robust CMS with thoughtful information architecture allows Steeplejack to adjust its food, beer, and event menus easily. A restaurant is an ever-evolving and quickly moving business, so the ability to adapt and update its website without contacting a web developer is a huge advantage. In addition, I created search filters and specific tags to make it easy for customers to find the particular style of beer they're looking for.
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Even though their location is a remodeled church, spirituality and religion are not part of the brand. Instead, the messaging reflects Steeplejack's desire to build community in a beautiful place through great beer, food, and, most importantly, great people. We then used targeted keywords like "breweries portland" and "portland craft beer" to create a robust local SEO campaign.

Steeplejack Brewing Company has a beautiful and responsive website that reflects its values. It speaks directly to its desired audience and gives its guests an optimal experience no matter their device. In addition, their ability to update their website quickly, without ever having to worry about breaking the design, is a considerable advantage in a competitive market.

The success of this property has allowed them to open two new locations. And with web traffic in the thousands of visits per month, I'd like to think their website played a large part in their growth.
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The Work
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TL;DR
-used brand guidelines to enforce voice and tone
-SEO with targeted keywords
-CMS trained users
-clear CTAs
-marketing copy

The Result
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Thousands of monthly website visitors and an expansion into two new properties
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Steeplejack Brewing

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