LW Pizza

eCommerce, Italian Food, Pizza, Restaurant Sites

Status:
Online
Client:
PopMenu
Established:
2008
URL:
eatlwpizza.com
Location:
CA, USA
Project Scope:
Website Redesign, Brand Strategy, OLO Integration, Local SEO

Project Overview

A Fresh Break for Long Beach's Pizza Scene

Since 2008, LW Pizza has been a Long Beach staple, known for its hand-tossed pies and surf-house origins. By 2025, however, the brand had outgrown its simple one-page website. The digital experience felt dated and failed to capture the playful, sun-soaked personality that locals loved, resulting in missed opportunities for high-margin catering gigs and VIP sign-ups.

The mission was to build a digital home as fresh as their ingredients. We needed to update the aesthetic without losing the "surf vibe" soul, creating a highly actionable platform that funneled hungry surfers and families directly to online ordering while showcasing the restaurant's deep community roots.

Challenges & Goals

The Challenges

Dated Digital: The legacy site was static and uninspiring, failing to reflect the vibrant energy of the physical location.

Competitive Market: In a dense pizza market, the brand needed to aggressively drive conversions for online ordering and catering to stand out.

Content Chaos: Key service offerings—like pizza workshops and live music nights—were buried, making it hard for users to engage beyond just ordering a pepperoni pie.

The Goals

Brand Refresh: Inject the site with a "Surf & Slice" identity using vibrant Reds, Greens, and Yellows paired with friendly Averia Libre typography.

Content Organization: Structure the homepage as a "Scroll Journey" that logically guides users from Brand Story to VIP Signup to Catering.

Local SEO: Dominate the search results for "best pizza in Long Beach" by embedding LocalBusiness schema and keyword-rich copy.

Strategy & Approach

Phase 1: Vibrant Visual Identity

We pulled the palette straight from the logo—#ed1c25 (Red), #24b24c (Green), and #ffe605 (Yellow)—creating a high-energy look balanced by crisp white space. Typography was selected for personality: Averia Libre for headings offers a hand-drawn feel, while Poppins ensures the menu remains legible on all devices.

Phase 2: Conversion-First UX

We wireframed a homepage designed for action. Persistent "Order Online" buttons anchor the experience, while micro-interactions (like hover states shifting buttons to green) add a layer of engagement. Mobile-first design ensures tap targets are large and accessible for users ordering on the go.

Phase 3: Story & Search

We wove the founder's 2008 surf-kitchen origin story into the "About" page to build emotional connection. Simultaneously, we engineered the site for discovery by adding descriptive alt-text to images and targeting keywords like "Serving Long Beach Since 2008," boosting relevance in Google Maps.

Solutions Delivered

Area	Highlight
Visual Design	Created a custom "Surf & Slice" theme using a primary triad palette and Averia Libre fonts to match the playful logo.
Content Strategy	Developed a narrative-driven "About" section and dedicated pages for Catering packages to surface high-value services.
Commerce Integration	Implemented persistent, high-contrast "Order Now" CTAs that follow the user, reducing friction in the purchase path.
Local SEO	Integrated JSON-LD `LocalBusiness` schema and optimized metadata to capture "Long Beach pizza delivery" search traffic.
User Engagement	Built dynamic sections for "Events" (workshops/live music) and "VIP Club" to drive repeat visits and data capture.