Concept for discussion

The Green Cow · Boardman Heights Farm, Withnell

Your website, rebuilt around
the way people actually buy meat.

Same farm, same meat, same prices at the counter. What changes is how easy it is to find you on a phone, understand what a pack costs, and order it before you sell out on a Saturday. Have a click around the new one below, it is fully working.

Open the new site See what it fixes

Side by side

The site now, and the site proposed

The panel on the right is the real thing, not a picture. Scroll it, tap the shop, put something in a basket and book a collection slot.

Now

thegreencow.co.uk

What is on the current site

  • Four categories only: Premium Hampers, Beef, Pork, Sauces
  • No lamb and no chicken, though you sell both in the shop
  • Pricing is written three different ways in one row: rate per kilo in the name, an approximate weight in the name, or neither
  • Only two sauces online, both 80ml, at £1.40
  • Standard OpenCart shop theme, unchanged
  • Your story, the traceability and the 21 day vacuum packing are all below the products
  • No way to order ahead for collection
  • Short meta description, no structured data for Google
Screenshot of the current Green Cow beef category, showing Ribeye Steak £35.50 per kilo priced at £11.71, Tomahawk Steak approx 1kg at £32.00, and Sirloin Steak £33.50 per kilo at £7.53.
The beef page as it is today. Three products, three different ways of pricing.

The same three products, read as a customer

Ribeye Steak £35.50 per kilo£11.71
Tomahawk Steak (approx 1kg)£32.00
Sirloin Steak £33.50 per kilo£7.53
Only the tomahawk tells you what you are getting. For the other two, how much meat is £11.71, and why is the sirloin cheaper than the ribeye when it costs nearly the same per kilo?
Proposed

Live and clickable

Try it: tap Shop, add a pack, then Basket and book a slot. Tap Staff and enter 1998 to see the shop prep board.

Point by point

Six things that are costing you orders

And what the new site does about each one. No jargon, we promise.

1 The problem

Nobody knows what they are paying for

A ribeye is listed as “Ribeye Steak £35.50 per kilo” and the price underneath says £11.71. Two different numbers, no weight anywhere. It reads like a mistake, and a shopper who is not sure what they are getting closes the tab.

Worse, the three steaks sat next to each other are each priced a different way, so there is no way to compare them at a glance.

✓ The fix

Every product now shows the same three separate, labelled facts: You pay £11.71, Pack weight approx 330g, Per kilo £35.50. Nothing hidden in the product name, and every product laid out the same way.

And the FAQ explains, in your own words, why a hand cut pack is never exactly the same weight twice. That turns a suspicious looking number into a mark of a proper hand cut pack.

2 The problem

Half of what you sell is not on the site

You rear lamb and chicken and sell both in the shop, but online there is only Beef, Pork, Hampers and Sauces. Anyone searching for local lamb finds nothing.

✓ The fix

Lamb and chicken are in, with a New flag on the shop so regulars notice straight away. Lamb chops, half leg, shoulder and mince; whole chicken, breast fillets and thighs. Six categories instead of four.

3 The problem

It looks like a template, and it struggles on a phone

The current site uses the standard shop theme it came with. Most of your visitors arrive from Facebook, on a phone, and that is exactly where it feels hardest to use.

✓ The fix

Designed for the phone first and stretched up to the desktop, not the other way round. Big tap targets, one column, no pinching and zooming. The look is drawn from the farm itself: moorland greens, peat browns, weathered stone.

Every picture on it is drawn in code. No stock photos of somebody else's cows.

4 The problem

No way to order ahead

People have to turn up and hope. You have four opening days a week and no idea what is wanted until someone walks in.

✓ The fix

Proper click and collect. Customers fill a basket, pick a half hour slot inside your real opening hours, leave a name and mobile, and get an order number. No money changes hands online, they pay you at the counter as they always have.

You get to see Saturday's orders on Thursday, and cut to order instead of guessing.

5 The problem

Your best selling points are buried

Born and raised here. Red Tractor assured. A short trip to a local abattoir. Vacuum packed meal-sized portions that keep 21 days and freeze well. All of that is on the current site, underneath the products, where most people never scroll.

✓ The fix

They are the first thing on the page. The headline is “born and raised on our own hill”, with four badges under it, and the farm story sits above the shop rather than below it. The 21 days and the freezing are repeated in the FAQ where people look for them.

6 The problem

Google is not being told much

A thin description and no structured data. Search engines cannot see your opening hours, your address or what sort of business you are, so you are relying on the Facebook page to do all the work.

✓ The fix

A proper description written for a local search, share cards so links posted to Facebook look like something rather than nothing, and machine readable business details underneath: address, phone, the four opening days and their exact times, plus the FAQs.

That is what makes a shop turn up in “farm shop near me”.

Behind the counter

A prep board for the shop, not just a website

Taking orders online only helps if the shop side is simple. Every order lands on a board you can keep open on a tablet by the block. Tap it along as you go: new, prepping, ready, collected.

  • Big buttons, readable across the room, works with cold hands
  • Orders in slot order, with a countdown so you cut what is due next
  • Customer's name and mobile on every card, in case you need to ring
  • Special requests shown in yellow so nothing gets missed
  • Locked behind a shop PIN, customers never see it

Try it, the PIN is 1998

Have a proper look

The whole thing is working. Go and break it.

Add a hamper to the basket. Book a slot for Sunday. Check the opening hours are right. Open it on your own phone. If something is wrong, that is exactly what we want to hear now rather than later.

Open the full new site Back to the comparison

Being straight with you about this demo

  • It is a concept, not a finished website. Nothing on it is live and no order reaches the farm.
  • Every price on it is a placeholder apart from three taken off your current site. They all need checking with you before this goes anywhere near a customer.
  • We have two different phone numbers and two different postcodes for you across your website, Facebook and Google. We need you to confirm which is right.
  • Product descriptions are written from what we know about the farm. Read them and correct anything that is not true.