A supplement brand website has to answer questions that come before price: who makes the product, where the raw materials come from and why this fish oil differs from many similar bottles. For Mermaids, a Norwegian brand of omega-3 fish oil and collagen, we built a Russian site where the catalogue and the story of the products’ origin work together.
The brand was new to Russia and sells through its own site and through partners, so the site had to take orders and also confirm the brand for people who first saw it elsewhere. Its structure was designed for search from day one.
The brand story and the origin of raw materials have their own section.
Fish oil and collagen each have a section, a query and a buyer of their own.
Category pages were planned around omega-3 and collagen searches.
Mermaids is a Norwegian brand of omega-3 fish oil and collagen made from marine raw materials. For Russian buyers it was a new name with no recognition and no buying habit behind it. In that situation the website is where people meet the producer: they check where the product comes from, who stands behind it and where to buy it.
Omega-3 fish oil and collagen each got their own section, with product descriptions and no mixing between categories.
The story of Norway and marine raw materials is a full section. Buyers can compare prices without help, but only the producer can tell them where the product comes from.
From the catalogue a buyer can go straight to an order, without looking for a partner shop.
Russian advertising law does not allow supplements to be presented as medicines or credited with healing properties. So the site persuades with origin, transparency and clear product descriptions. In search, a new brand competes with pharmacies and marketplaces, and its best chance is pages that precisely match narrow queries. We later developed those pages as part of supplement brand SEO.
Trust in a supplement brand rests on where the product comes from, not on promises about what it does.
A listing sells one item; a website explains the whole brand, its producer and its range. For a new brand without reviews, that builds the trust a listing cannot.
With great care. The copy must not present a supplement as a medicine, so it is safer to focus on composition, origin and format.
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