Family-Owned, Homeslice Pizzeria serving Seattle, WA

About the Client

Frankie’s Pizza, founded in 1988, has a simple mission: to serve great pizza with reliable delivery and genuine, community-driven service. Built as a neighborhood pizza shop, not as a franchise, Frankie’s has always emphasized fresh ingredients, consistency, and the kind of personal connection you only find when the owners know your name. As owner Frankie LaRosa says, “We’re not just making pizza, we’re making memories for families who come back week after week.”

Today, Frankie’s Pizza serves communities across Washington’s Eastside, including Snoqualmie, North Bend, Maple Valley, Bonney Lake, Enumclaw, and Issaquah. Still family-owned, it’s become a local favorite – part of Friday night traditions and birthday celebrations for generations of customers.

The Challenge

Frankie’s existing website did not reflect the strength of their brand or their community-driven identity. It was visually outdated, difficult to navigate, and did not compete with more modern pizzeria websites in the area.

The site had a downloadable PDF menu rather than a native, on-site experience, which limited usability, especially on mobile, and negatively impacted SEO. There were no individual location pages, making it a challenge to rank for geo-targeted searches across the multiple areas they serve.

They also lacked high-quality, up-to-date photography to showcase their food and drinks. While a chat widget was already in place, there was an opportunity to further enhance the user experience through better content structure, FAQs, and improved navigation.

The Solution

The Fingerprint Marketing team redesigned the website with a focus on usability, showcasing the food, storytelling, and SEO.

A professional photographer was recommended for fresh, high-quality imagery that elevated the brand and showcased the food in the best way possible. The website content was restructured to improve the flow, strengthen messaging, and position Frankie’s as a trusted part of the community.
A native menu was built into the website, replacing the PDF and creating a seamless, mobile-friendly experience. FAQs were strategically added throughout the site to address common questions, improve user experience, and support SEO.

Individual location pages were developed to enhance geo-targeting and search visibility across each service area. The About page was expanded to better showcase Frankie’s story and deepen the connection with their audience.

Results

• The new website is a modern, visually engaging experience that reflects Frankie’s identity as a local, family-owned business.
• The addition of a native menu significantly improved usability and accessibility, while location-based pages strengthened SEO performance.
• High-quality food imagery and improved content structure created a more compelling user journey, guiding visitors toward action.
• The site is now easier to navigate, simpler to maintain, and built with scalability in mind, ready to grow alongside the business.

Why They Love Their New Website

Frankie’s loves that their new website feels like a true extension of their growing business: warm, welcoming, and community-focused.

The improved navigation, native menu, and FAQs make it easier for customers to find what they need quickly, especially with specific locations (Find Your Frankie’s) expanded into individual pages, while the updated design elevates their overall presence without feeling corporate or impersonal.

Most importantly, the website supports both their current needs and future growth, giving them confidence in their digital presence for years to come.