An Exercise in Writing Copy: Heglund Catering
Today I underwent a writing/marketing exercise in which I evaluated a company’s website and looked for areas of improvement. Heglund Catering is a Willmar area catering service that has a great reputation in regards to the quality of service; however, that reputability could be more distinct on their website, specifically on the About page included below. For the exercise, I brainstormed ideas and changes for the about page and composed my own take on the “note from the chef” that is more comprehensive.
Brief Observations
The format of the page is a little clunky – it would be more intuitive to either list the fun facts after the introductory note from the chef or work them into the note itself. I think both the “closed on Sundays” note and the cafeteria hours of operation are pretty standard pieces of information and could be included on the homepage. Besides those quick notes, though, almost all of the information on the page is actually useful and informative – it’s the copy and arrangement that needs some tuning.
For my re-write, I chose to discard the fun facts as its own section and elected to include the information in the note from the chef, in addition to making other revisions and modifications.
A Note from the Chef:
“Since 2006, my wife, Cari, and I have dedicated ourselves to upholding Heglund Catering’s phenomenal reputation in the Willmar area food industry – a reputation cultivated by Mike and Emily Heglund’s extensive careers devoted to high-quality food, variety, and service. Our team is fully committed to maintaining the delicate balance between tradition and innovation. We employ an eclectic approach to food and explore different cuisines and techniques with freedom and variety, and we enthusiastically feature many of the tried and true recipes that have been so successful for Heglund’s over the years. Our tightly-knit crew is comprised of 3 full-time and 7 part-time staff, each one possessing a serious passion for food and community. We hope to serve you goulash, braised pork shoulder, and much more at your next banquet, ceremony, or event to share our knowledge, expertise, and most importantly, our love of fine dining with you.”
Sincerely, Chef Grant Huisinga
Culinary Art Institute of Minnesota
Some of the changes I made could be considered only a difference in personal preference, but overall this note from the chef reads a little more clearly and better represents the message of the company. Heglund’s does a wonderful job providing quality service in the community, and it should show through this insight from the chef.