---
title: Citrus America 2025 Website Refresh Planning
type: article
created: '2024-12-04'
updated: '2024-12-04'
source_docs:
- raw/2025-12-04-cai-monthly-call-106320100.md
tags:
- citrus-america
- website-refresh
- strategy
- sitemap
- ux
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Citrus America 2025 Website Refresh Planning

## Overview

A website refresh for Citrus America has been in discussion and is now being formally scoped as part of the 2025 strategy. The topic surfaced during the [[clients/citrus-america/meetings/2024-12-04-cai-monthly-call|December 2024 monthly call]] and will be a key agenda item at the [[clients/citrus-america/meetings/2024-12-17-cai-strategy-session|2025 Strategy Session on December 17]].

Melissa noted that the design team (now formally embedded with AAG) is eager to execute a refresh and has existing assets from a prior concept to build from.

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## Current Status

- **Decision:** Not yet made — refresh scope and direction to be finalized at the Dec 17 strategy meeting.
- **Existing assets:** Melissa has a sitemap, developer mockups, and a user flow from a previous concept (created approximately January of the prior year). These will be shared with Miriam before the strategy call.
- **Trigger:** Miriam noted she visited the site recently and identified areas that need updating, independently arriving at the same conclusion.

---

## Prior Concept Assets

Melissa previously developed a detailed sitemap and had a developer build out mockups. Key elements from that prior work include:

- **Sitemap structure:** Organized around equipment categories (e.g., juicers, X-Pro) and a potential accessories/shop section.
- **Product page flow:** Designed with Jay; included a hero image for X-Pro, the 8000-series, and (now-discontinued) Citrus Wedger. The flow explored whether product lines should be broken out into separate pages.
- **Shop/accessories section:** Mockup included a potential e-commerce section for accessories with pricing.
- **Navigation:** A revised nav was drafted; will need updating to reflect the current product lineup (Citrus Wedger has since been discontinued).
- **User flow:** Detailed flow for the products page, showing how visitors would move from category to individual product.

> **Note:** The Citrus Wedger is no longer in the product lineup and must be removed from any refresh work. The X-Pro launch status should be confirmed before finalizing the product hierarchy.

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## Key Discussion Points for Dec 17 Strategy Session

The following questions were raised or implied during the December call and should be addressed at the strategy meeting:

1. **Product page structure:** Should product lines (e.g., juicers vs. accessories) be broken into separate top-level pages, or remain consolidated?
2. **Shop/accessories section:** Is there appetite to add an e-commerce or accessories ordering capability?
3. **Navigation overhaul:** What is the current desired nav structure given product changes since the prior concept?
4. **X-Pro placement:** Where does X-Pro sit in the hierarchy, and is it ready to be featured prominently?
5. **Scope and timeline:** Full rebuild vs. targeted refresh; what can realistically be executed in Q1 2025?

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## Stakeholders

| Name | Role | Involvement |
|---|---|---|
| Miriam Framson | Citrus America (client) | Decision-maker; will review assets and provide direction |
| Brian Framson | Citrus America (client) | Secondary reviewer |
| Melissa Cusumano | AAG | Project lead; owns existing assets and sitemap |
| Ben San Fratello | AAG | Attending strategy session |
| Mark Hope | AAG | Attending strategy session |
| Design team (AAG) | AAG | Execution; described as enthusiastic to begin |

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## Action Items

- [x] **Melissa** — Send Miriam the sitemap, developer mockups, and user flow before the Dec 17 strategy call (due EOD Dec 4, 2024)
- [ ] **All** — Attend 2025 strategy session on **Dec 17 at 4 PM ET** to finalize refresh direction
- [ ] **Melissa** — Update sitemap to reflect current product lineup (remove Citrus Wedger, confirm X-Pro status) before or during strategy session

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## Related

- [[clients/citrus-america/index|Citrus America Client Index]]
- [[clients/citrus-america/meetings/2024-12-04-cai-monthly-call|December 2024 Monthly Call]]
- [[clients/citrus-america/meetings/2024-12-17-cai-strategy-session|2025 Strategy Session (Dec 17)]]
- [[knowledge/website/ppc-landing-pages-competitor-strategy|Competitor PPC Landing Page Strategy]]