The challenge
Millhaven runs three production lines with real, currently-open capacity across dry blending and sauce co-packing, holds SQF Level 2 and organic certification, and can run allergen-free batches on a dedicated line — all facts a CPG brand's ops lead or food scientist needs before they'll even consider a facility. None of it was on the website. The site had a single 'request a quote' form and a paragraph of generic 'quality you can trust' copy, so every inquiry started from zero — the sales team spent the first call re-explaining certifications and capacity that should have qualified a lead before it ever came in, and Millhaven had no visibility at all to a brand doing early-stage vendor research online.
What we did
Built spec pages around what actually gets vetted first
Dedicated pages for each production capability — dry blending capacity, sauce and liquid co-packing, allergen-free line availability — each carrying the certifications, equipment specs, and minimum order quantities a buyer needs to confirm fit before a call, not after one.
Made certifications findable, not just listed
SQF, organic, and allergen-free status were previously a line in a PDF. Structured, indexable content around each certification meant a brand searching specifically for 'SQF certified co-packer' or 'organic co-packing capacity' could actually find Millhaven instead of a directory listing with no detail.
Targeted category and capability search terms directly
"Private label sauce manufacturer" and "dry blend co-packer capacity" are searched by a buyer already past the discovery stage — content built around these specific capability terms reaches a far more qualified visitor than generic 'food manufacturing services' copy.
Gave the sales team a pre-qualified starting point
Because spec pages front-load facility fit information, inquiries started arriving with the buyer already having confirmed capacity and certification match — the first call could start on scope and pricing instead of re-covering ground the website should have handled.
The result
Qualified RFQ submissions rose 176% over eight months, and organic traffic from category- and certification-specific search terms rose 3.1x as spec pages began ranking for the exact language a vetting buyer uses. Time from initial inquiry to a delivered quote fell 46%, driven mainly by the 62% of RFQs now arriving with facility fit already self-confirmed by the buyer before contact — cutting the back-and-forth that used to consume the first two calls of every new inquiry.
“We had the capacity and the certifications the whole time. We just never had anywhere for a brand doing research at 11pm to actually find any of it before deciding to call someone else instead.”