The challenge
Foodworks has been the go-to for nutrition analysis in Australia since 1989. It’s taught in universities, used in hospitals and private practice, and trusted by food manufacturers to get their labels right.
Client:
Xyris SoftwareClient:
Foodworks, nutrition analysis and labelling softwareSector:
SaaS / Health / Food manufacturingServices:
Customer research, tone of voice, SEO strategy, site architecture, copywriting, UX design, Website buildLaunched
August 2026
The insight
Stakeholder interviews, one-on-ones with dietitians and food industry professionals, desk research and keyword analysis. Two things stood out.
Nobody buys Foodworks for the features. Dietitians buy it because it takes the maths out of their day and gives them evidence they can stand behind. Manufacturers buy it because a wrong label means recalls, fines and lab testing. Same product, two different reasons to care. The old site told neither story.
The best stuff was hidden. Built by a dietitian. Data that underpins university teaching and is trusted by FSANZ. Customers who’d been burned by international tools that couldn’t handle Australian regulation. All true, none of it on the website.
The brand needed to sound like an experienced dietitian: confident, evidence-led, allergic to hype.
The Idea
Build the site around trust, not features, and give each audience their own path.
A voice with rules
A tone of voice guide that retired words like "easy" and "seamless". Be specific or don't say it.
Two tracks
Practitioner pages lead with time, confidence and client care. Nutrition Labelling pages lead with compliance built for Australian regulation, not adapted to it.
Proof up front
Customer logos, testimonials, the 1989 origin story and the FSANZ data lineage moved from the footnotes to centre stage.
SEO first
Uncontested regulatory terms like "health star rating", "FSANZ" and "nutrition information panel" shaped the site structure and a phased content plan.
Custom, not stock
Screenshot-led product imagery and documentary photography in real practice environments. Dietitians can spot a stock photo from across the room.
Results
Six weeks after launch
Search traffic had been sliding all year. Roughly 1,400 clicks a week in May, under 800 by late June, and rankings drifting the wrong way. Six weeks after launch, against the six weeks before:
Launch week posted the best click through rate of the year at 4.07%, then rankings kept climbing for another month. No relaunch spike and fade. The gains have compounded, and the old URLs handed their traffic to the new ones without dropping any of it.
Clicks up
21.9%
Impressions up
14.1%
Click through rate up from 3.27% to
3.49%
Clicks Average position from 10.2 to
8.5
New territory
Every term below was outside the top 100 in Australia before launch.
The food diary template article, written for a term our research flagged as uncontested, is the strongest new page on the site with 188 clicks since launch. The labelling terms are where the money is. Someone searching “nutrition label generator australia” wants exactly what Foodworks Nutrition Labelling does, and the product page now sits third.
| Search term | Position | Page |
|---|---|---|
| Food diary template | 1 | Launch Article |
| Food diary template free | 2 | Launch Article |
| Best dietitian software | 2 | Homepage |
| Australian nutrition label | 2 | Nutrition Information Panel article |
| Nutrition panel australia | 3 | Nutrition Information Panel article |
| Nutrition label generator australia | 3 | Nutrition Labelling product page |
| Peal allergen labelling | 5 | PEAL and Foodworks page |
| Nutrition label generator | 8 | Nutrition Labelling product page |
| Nutrition panel generator | 8 | Nutrition Labelling product page |
Source: Ahrefs, Australia, 20 September 2026.
Showing up in AI search
Getting Foodworks into AI answers was a goal from the first discovery call. Weekly sessions from AI assistants are up 67% since launch, and those visitors engage at 40.4%, more than double organic search. Low volume, high intent, and the first sign the new content is being read and cited by the tools people ask before they search.
Showing up in AI search
Phase 2 content is under way, built around FSANZ and Health Star Rating searches, the biggest organic opportunity the research identified. The first Health Star Rating article is already ranking.
What the client said
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