Web development and SEO architecture for the Más Leche program by Mastellone Hnos

Más Leche is the Mastellone Hnos program aimed at dairy farmers: technical content on animal welfare, heat stress, effluent management and efficient milk production. Its audience does not browse out of curiosity, it comes to solve a problem on the farm.

The site had the content and not the structure, and without structure technical content is neither found nor navigated: it piles up.

• Architecture without hierarchy: technical material was scattered and there was no clear path between topics.
• No on-site optimization: nothing pushed the site into the searches a dairy farmer actually runs.
• Navigation without a funnel: the path led to no conversion toward the farmer.

The cost was that a program built to build loyalty depended on someone already knowing it existed.

We reorganized the site around the topics farmers search for, and worked SEO into the architecture rather than layering it on at the end.

The work combined an information structure redesign, technical optimization and an experience built for someone consulting from the field.

Information architecture redesign

• Content was reorganized into thematic pillars: pasture and harvest, animal welfare, heat stress, animal health, and water and effluents.
• Each pillar groups its technical material, so the path follows the problem rather than the org chart.

Technical SEO

• Semantic heading structure and internal tagging by thematic clusters.
• Core Web Vitals optimization and an XML sitemap aimed at the content that matters.
• Improved internal linking toward the Technical Library, which is the program's real asset.
• Content oriented to the sector's real queries, such as reducing heat stress or managing farm effluents.

An experience built for the farmer

• Interactive calculators for temperature humidity index and somatic cell count.
• A technical library structured by category, with in page scrolling and anchors.
• A benefits section with restricted access and a clear call to action for dairy farmers.

Architecture and technology

• Modular content, ready for a future headless architecture.
• Optimized for mobile, which is where the field consults from.
• A base ready for marketing automation.

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Organic traffic grew 72% in 8 months and technical material downloads grew 63%, with bounce rate down 35%.

The baseline is the site before the redesign.

Starting point

• Information architecture with little hierarchy and scattered technical content.
• Low on-site SEO optimization.
• Little conversion toward the farmer.

Results achieved

• 72% more organic traffic: measured 8 months after the redesign.
• 63% more technical material downloads: the library became reachable.
• 52% more access to the farmer area: the funnel finally ended somewhere.
• 48% longer average time on page: the content gets read, not abandoned.
• 35% lower bounce rate: whoever arrives finds what they came for.

Strategic impact

• Más Leche established itself as a digital reference in dairy sustainability.
• The digital channel became an educational and loyalty tool.
• The program ranks for the technical queries of its sector.