In Depth

FoodNetwork.com Revamp Aims to Boost Engagement

Food Network is giving its Web site a facelift on Thursday morning to make the Web site look more like the TV network. The revamped site will include improved search, a new home-grown video player, additional clips and a look and feel that more closely mimics the TV network.

The goal is to drive more engagement, repeat visits and time spent online, said Deanna Brown, president of Scripps Digital, in an interview with TelevisionWeek.

FoodNetwork.com draws an average of more than 9 million monthly unique visitors, according to Nielsen Online. The network wants more.

“We want to create a seamless environment for viewers who go searching for information, and I am hoping to attract more viewers more frequently,” she said. “This is how you create a modern-day brand. You need a fantastic on-air experience and a fantastic online experience.”

The timing of the makeover is strategic, because the holiday season is one of the most popular times of year for food-centric Web sites.

Ms. Brown said in addition to improved search, the navigation on the site has been refashioned for ease of use. Also, the pages for the network’s star chefs now include deeper, more detailed information, she said.

The color palette of the Web site will shift from lime green to include more of the reds used on-air and in off-air promos, while the “voice” of the site in the articles and headlines will more closely mirror the on-air voice, Ms. Brown said. “If viewers are online, we want them to feel like this is the same network,” she said.

Scripps said the site generated more than 5.2 million video views online in July.