Client Case Study - 712 Chocolate

712 Chocolate is a small batch craft chocolate company based in Saskatchewan.

They make 70% dark chocolate using just three ingredients: cacao beans, cacao butter, and local Saskatchewan honey.

Every bar is hand poured and wrapped in their facility, with no sugar, no dairy, and no gluten.

The 712 Chocolate website was ok, but we had many opportunities to improve.

  • A dark abstract close up that read as texture rather than chocolate

  • A barely visible Shop Now button with no contrast or urgency

  • No functional online store generating revenue

  • No product photography showing the chocolate in real life scenarios

  • No video showing the handcrafted process behind the product

  • No messaging to address the common objection that dark chocolate is too bitter

  • No trust badges addressing gluten, sugar, and soy concerns for health conscious buyers

  • Limited blog content to support SEO or build trust with new visitors

  • No clear call to action in the navigation to drive purchases

BEFORE

AFTER

Five months after rewriting and redesigning the 712 Chocolate website:

  • Visitor engagement time up from 25 seconds to nearly 100 seconds

  • Unique visitors year over year up by 109%

  • Overall site traffic year over year up by 114%

  • Total page views year over year up by 63%

  • Online store revenue year over year up by 100%

How we TRANSFORMED the 712 CHOCOLATE website in just a few weeks.

We followed The Matthews Method and solved every one of the previous problems.

Here's what we did:

  • Rebuilt the header with stunning poured chocolate imagery that made the product immediately irresistible

  • Produced original video footage of the chocolate being handcrafted and hand poured to show real people making a real product (see below)

  • Created five signal soundbites to reframe the dark chocolate objection and give visitors a reason to rethink what they thought they knew

  • Developed a value stack around the three core ingredients to reinforce simplicity and quality

  • Shot product photography for all bundles and added lifestyle imagery throughout showing the chocolate being enjoyed in real scenarios

  • Relaunched the online store with clear product listings, bundles, and a frictionless path to purchase

  • Added a prominent Shop Now CTA button in the top navigation so buying was always one click away

  • Added a Canadian made top banner and footer to build local pride and instant credibility

  • Highlighted gluten free, sugar free, and soy free trust badges to speak directly to health conscious buyers

  • Reimagined the Cacao Origins section to educate visitors on the sourcing and three ingredient story

  • Created more blog content to improve SEO discoverability and build long term trust signals

your business IS AMAZING.

YOUR WEBSITE SHOULD BE TOO.

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