Morton Salt
Modernizing the digital presence for an American icon
Morton Salt came to LimeLight with a website nearly a decade old: hard to maintain, behind its category, and impossible for the internal team to update without outside help. We rebuilt it end to end, aligned a large group of stakeholders across the business, and guided Morton as a strategic partner through a pivotal decision on whether to move into ecommerce. Morton Salt is positioned for stronger customer relationships and a modern digital experience.
Services
- Strategy
- Web Design
- Web Development
- Platform Evaluation
Technologies
- WordPress
Guiding a decision bigger than the website
Beyond the website itself, Morton faced a decision with real stakes: whether to move into direct-to-consumer ecommerce, and which platform should carry the brand forward. LimeLight worked across IT, finance, and marketing to weigh the operational and financial implications of each path and pressure-test what the business actually needed.
Tested before it was built
Rather than settle the navigation in a conference room, we put it in front of people. Fifty participants worked through ten realistic tasks on the proposed structure, which validated the redesign before a single page was designed.
A design system built to absorb a rebrand
Morton's brand identity was still being redesigned while the site was being built. Rather than wait, we built a template and component system that could take on a new look without a rebuild.
Finding the right salt for the job
Morton makes salt for the home kitchen, the water softener, the driveway and the food plant. The site has to get each visitor to the right product without making them learn the catalog first, so the tools do that work: a searchable product catalog, applications listed on every product, and a substitution chart for the moment a recipe calls for something the cupboard does not have.
Many hands, one gate
Departments across Morton publish within their own areas of the site. The web team approves before anything goes live, so the business can move at its own pace without anyone losing control of the brand.
A heritage worth showing
A brand dating to 1848 deserves a site that treats its history as an asset rather than an about page. The timeline gives Morton somewhere to put it.
One catalog, many jobs
Culinary salt, water softener, pool salt, ice melt. The category structure lets someone arrive for one job and find the rest of the range in terms they recognize.
Results
A modern brand presence Morton's own team can maintain, and a cleaner path for every visitor.
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