Ever since our last website overhaul, there’s been something that’s bothered me about the site, that I couldn’t quite put my finger on. Then, one morning, I woke up with a simple thought rattling around my sleep-addled brain:
“The website can’t be the product.”
What did I mean? Why would I wake up thinking this? And why wasn’t I dreaming about something fun, like training dragons or inciting riots? I wasn’t totally sure. At least not before a cup of coffee and two bowls of Reese’s Peanut Butter Crunch. What I finally realized, though, was that our website had somehow morphed into something that we never intended for it to be.
With so many thousands of posts to read in our archives, so much to do on social media, so many banners to click on, and so many things for readers to sign up for, we’d lost sight of the three reasons we started this site in the first place: To learn to take better food photos, to learn to cook better food, and to tell stories.
Somewhere along the line, we’d fooled ourselves into thinking we were something else altogether; a massive food portal with hundreds of authors, maybe, or a sleazy clickbait site, light on content but desperate to do anything for clicks.
Starting today, we’re taking it all back. We’ve moved to a new, lightning-fast server, that specializes only in running high-performance blogs. Right now, the site should be performing better than it ever has, as we continue to tweak things under the hood. We’re going through the site a page at a time, reconsidering every element, and only putting the things back, slowly, over time, that are absolutely necessary, with a focus on clean design and the best possible reader experience.
There will always be a few ads, and of course, we’d love it if you’d share the posts you enjoy on social media. But other than that, we’re taking a step back, taking a deep breath, and refocusing the site on the things that matter: Tantalizing you with photos of delicious food that you can cook in your own kitchen, right now, with the stuff and the skills you already have. And as a bonus, maybe making you chuckle a bit here and there.
That’s it. We hope you enjoy the calmer, saner FromAway.com.
(Okay, maybe not totally it. If you want to read more thoughts on the redesign, I’ve written a more thorough explanation on ProFoodBlogger.)