MìLà is an AAPI-owned CPG brand that sells authentic hand-made soup dumplings, Chinese noodles, and chef-crafted sauces. They blend customer service with product and brand storytelling across their website to reinforce why customers should buy their tasty products. 

On their homepage, MìLà introduces customers to their core product (soup dumplings), highlights their locally sourced ingredients, and explains how easy their products are to make at home. Throughout the page there are key call to action buttons to ‘Order Now’ to encourage conversion as the customer is learning about the brand story. 

At the bottom of the homepage, MìLà dives deeper into their brand story: founded by two AAPI founders looking to bring the flavors they grew up with to the US market. This story continues on a dedicated About Us page that highlights the overall story and each founder’s story. 

To make this page even more personalized, the founders shared images from their childhood to reinforce how the food they make is core to their DNA, building credibility for their products taste and quality.

MìLà elaborates on their product storytelling within the product detail page, featuring a step-by-step how-to-make video and delving into the historical origins of soup dumplings, tracing back to Shanghai, China.

Recognizing potential concerns regarding the safe shipping of their dumplings, which contain meat products, MìLà has created dedicated 'Shipping' and 'FAQ' pages. The Shipping page outlines that dumplings are crafted and dispatched from Monday to Thursday, with an estimated delivery time of 2-3 days. This allows customers to plan to be present for the arrival of their package. These key customer service pages removes the barrier for purchase when customers are debating buying the products in-store vs online.

💡 KEY TAKEAWAYS:

• Leverage a brand's story to differentiate them from the competition. Dedicate a small moment to this story on the homepage, and elaborate further on a dedicated About Us page.
• If the product has special delivery considerations, like refrigeration, offer a dedicated page or section of the FAQ page that address common questions about shipping.
• When selling food products, offer a recipe or how-to-cook tutorial video on the PDP