Opportunity

For decades, Nelson’s has been known throughout Northern Indiana for its roadside fundraisers and signature BBQ chicken. While this community reputation remains strong, the company’s growing private event catering and venue services had outpaced its digital presence. The existing website failed to reflect the elevated experience Nelson’s provides for weddings, corporate events, and formal gatherings. The team needed a refined and intuitive online platform that would position Nelson’s as a full-service catering and events brand while creating a foundation for future venue listings and custom event planning tools.

Solution

J2 Marketing designed and developed a new website that reintroduces Nelson’s as a sophisticated events brand without losing its authentic local roots. The site experience was rebuilt from the ground up with clean navigation, clear calls to action, and content tailored to private event decision-makers. A new visual tone—modern yet warm—balances Nelson’s trusted heritage with a more elegant presentation suited to weddings, galas, and corporate events.

Each page was carefully structured to guide users through the planning process, from exploring venues to browsing formal menu packages. The inclusion of the Blue Teal venue page provides an early showcase of Nelson’s in-house spaces, while the design anticipates future expansion as additional venues are added. Supporting assets like the downloadable formal buffet menu and upcoming event builder tool were integrated to make it easy for guests to visualize and customize their experience.

Results

The new website established a clear digital identity for Nelson’s Catering & Events as a premium choice for private gatherings. Visitors now encounter a unified message emphasizing quality, experience, and hospitality rather than solely the BBQ fundraising legacy. The simplified navigation and strong visual hierarchy make it easy for users to take action—whether downloading a menu, inquiring about an event, or exploring venue options. Internally, the Nelson’s team now has a platform that can grow with their expanding event offerings, supporting marketing efforts across multiple audience segments.

Notable Innovations

The site was built on a scalable content management system designed for future flexibility. The framework allows the addition of multiple venue pages, event customization tools, and integrated catering request forms without requiring major redevelopment. J2 also implemented a refined tone and visual system that can evolve alongside the Nelson’s brand, bridging the gap between its heritage as a community staple and its future as a regional events leader.

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