Foxfield Garden Centre
Foxfield Garden Centre has been a growing business in their field of expertise since the 1980s and is well know for their specialist, quality plants across the Lake District and South Cumbria. They had previously had a website which had expired, but had yet to branch into the online market. One of the biggest challenges was going to be the vast number of products they hoped to sell as well as making their own online footprint in the UK gardener’s market.
It is an aim of Foxfield’s owner, Alan Benson, to be known not just locally but nationally for the plants and expert knowledge they are able to offer. And he wanted to hit the ground running, working with various suppliers for the plants he doesn’t always have in stock and integrating these arrangements with the website. Also the sheer number of individual products would mean that the products were easily discoverable on the site and via search engines.
We built a WordPress site for Foxfield Garden Centre with natural imagery and minimal content to draw more attention to the products. We wanted it to be simple and intuitive. Using smart search engine optimisation we ensured that the site was discoverable through it’s specialist products on a national stage, with the site ranking highly for many of it’s performing keywords. However, we also ensured Foxfield’s Cumbrian roots weren’t lost, nor their local following, with the story of the garden centre told and encouragement to visit across the site.
Using mega menus and considered categorisation, the site we have designed is intuitive and has led to a number of sales already, the first three orders in the first week after the sites soft launch in March 2017. A regular product import allows Foxfield to manage online the products that are in and out of stock – offering a product enquiry where a plant is, for example, not in season. This ensures minimal sales leads are lost.
The e-commerce site is clean and continue’s to grow at a steady pace with a sales conversion rate of over 2%. It’s exciting to be part of a new online business which has gained orders nationally and a following at such speed.