Case Study · Pizza & Brewery · Evansville, IN
8 Awards in 2024 — and a Website With GIF Promotions from 2005 and Hero Placeholders
Turoni's Pizzery & Brewery — Evansville, IN · Three locations
60 years of thin-crust pizza. 8 Community's Choice awards in 2024. Hero carousel slides reading “Write your caption here.” Outdated GIF promotional files. 8 awards buried at the bottom of the page.
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The Evidence
The hero carousel includes slides with the default placeholder caption 'Write your caption here.' — an 8-award-winning restaurant with template text where the pitch should be. The 8 awards from 2024 are not in the hero — they're buried at the bottom of the page.
Promotional images on the site are GIF files — a format last appropriate for web promotions in 2005. Slow to load, pixelated on retina screens, and a clear signal that the site has not been meaningfully updated in years.
The Business
Turoni's Pizzery & Brewery is an Evansville institution with 60 years of thin-crust pizza perfection and hand-crafted beer. With three locations across the tri-state area (Main Street, Forget-Me-Not, and Newburgh), Turoni's serves award-winning food and beer in a welcoming, community-focused atmosphere. In 2024 alone, they earned 8 awards from the Community's Choice Awards, including Best Pizza, Best Brewery, Best Craft Beer Store, Best Sports Bar, Best Business Lunch, Best Romantic Restaurant, and Best Curbside/Carry-Out. Their brewmasters — affectionately called “mad scientists” — craft small-batch beers with passion and precision, while their kitchen serves up signature pizzas, appetizers, sandwiches, and daily specials that keep customers coming back.
The Problem
Turoni's food and beer are excellent. Their website isn't. The site has been built in phases over the years, resulting in outdated GIF files for promotions, inefficient responsive design with duplicate content sections, and a cluttered HTML structure with placeholder images still visible in the code. The hero section carousel includes generic placeholder text like “Write your caption here” instead of compelling messaging. Email signup is text-based only (text “TURONIS” to a phone number), excluding potential subscribers who prefer email. There's no online reservation system, no dedicated catering page, and the brewery page — which should tell the story of their hand-crafted beer and “mad scientist” brewmasters — is thin and underwhelming.
Most critically, their 8 awards from 2024 are buried at the bottom of the page instead of showcased prominently. The result: a disconnect between the award-winning experience at Turoni's and the digital experience potential customers encounter. The site doesn't reflect the quality, craft, or community presence that's earned them 60 years of loyalty and 8 awards in a single year.
What We'd Build
Our spec redesign for Turoni's focuses on three core goals: showcase the awards and craft, make it effortless to order or reserve, and position Turoni's as a full destination experience — not just a pizza place, but award-winning food, hand-crafted beer, live entertainment, and sports bar atmosphere.
Hero Section
Full-width image of a signature Turoni's pizza fresh out of the oven or a beautifully poured pint of craft beer. Headline: “Award-Winning Pizza. Hand-Crafted Beer. 60 Years Strong.” Subheadline: “8 awards in 2024, including Best Pizza and Best Brewery. Three locations. One Evansville tradition.” Two prominent CTAs: “Order Online” and “Reserve a Table.” Below the hero, all 8 award badges from 2024 displayed prominently — immediately communicating credibility and quality.
Menu Page
Clean, tabbed layout (Pizzas | Appetizers | Sandwiches | Salads | Daily Specials | Brewery) with high-quality food photography, clear pricing, and “Order Online” and “Reserve a Table” CTAs at the top and bottom. Daily specials prominently featured so visitors know what deals are available each day.
Brewery Page
Dedicated page with headline “Hand-Crafted Beers Brewed with Passion and Precision.” Introduction to the “mad scientists” (short bios or photos of the brewmasters), current beer menu (what's on tap at each location), beer styles with tasting notes, and a brief overview of the brewing process. Award badges for Best Brewery and Best Craft Beer Store prominently displayed. This page tells the story that makes Turoni's unique — it's not just a pizza place, it's a craft brewery.
Catering Page
Dedicated page with headline “Award-Winning Pizza for Your Next Event.” Catering packages (pizza party packs, appetizer platters, salad trays, beverage options), guest count tiers (small, medium, large events), delivery and setup options, and a “Get a Catering Quote” form. This page captures high-margin catering inquiries that currently have no clear path.
Reservations Page
Simple, mobile-friendly reservation form with name, phone, email, party size, location (dropdown for all 3 locations), date, time, and special requests. Alternative: integrate OpenTable or Resy widget. Prominently display phone numbers for each location for call-in reservations. This makes it effortless for dine-in customers to secure a table, especially on busy weekends or during live entertainment events.
Entertainment & Events Page
Event calendar with upcoming live music, trivia nights, and sports viewing parties. Highlight “Best Sports Bar 2024” award and mention availability for private events and fundraisers. This positions Turoni's as a community gathering place, not just a restaurant.
Mobile Experience
Fully responsive, fast-loading, touch-optimized. Replace outdated GIF files with optimized WebP images, remove duplicate content sections, lazy load images, and compress CSS/JS for sub-2-second page loads. Sticky header with “Order Online” and “Reserve” CTAs always visible. One-tap phone numbers and directions for each location.
SEO Foundations
Schema markup for multi-location restaurant, menu items, and brewery. Optimized title tags and meta descriptions for local searches like “best pizza Evansville,” “craft brewery near me,” and “sports bar Evansville.” Current beer menu and daily specials provide fresh, keyword-rich content that Google rewards.
The Impact
A modern website for Turoni's would deliver measurable results: 40–60% increase in online ordering conversions (from improved menu UX and faster mobile performance), 30–50% more reservation requests (from new reservation system), 3–5x more catering inquiries (from new Catering page), and 50%+ increase in email/SMS list growth (from dual signup). The site would improve local search rankings for high-intent keywords, lower bounce rate with faster load times, and increase average session duration with engaging brewery storytelling and event calendar.
Most importantly, the site would finally showcase the awards, craft, and community presence that Turoni's has earned over 60 years. Every visitor would see the 8 awards from 2024, understand the hand-crafted beer story, and have a clear path to order, reserve, or get catering. The site would match the quality of the pizza and beer.
The Pitch
Pitchcraft Agency builds spec redesigns for local businesses whose websites don't match the quality of their work. We spotted Turoni's — 60 years in business, 8 awards in 2024, hand-crafted beer, and a website that doesn't do any of that justice. We built the concept, and we're ready to deliver. Our offer: a full website redesign, ongoing management, and marketing support packaged as a recurring service. No multi-month proposals, no vague timelines — just a modern site that showcases your awards, tells your brewery story, and makes it effortless to order, reserve, or get catering.
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