The project
Back in 2020, during the height of COVID restrictions, Woolley Edge Christmas Tree Farm needed a quick way to take online orders and manage local deliveries. With Christmas just around the corner and their old site struggling, I built a fast, functional online store to help them adapt - and it worked.
That first version ran for several successful seasons, keeping things simple but effective.
Scope and what changed
Now the business has grown, and it was time to take the next step. Version 2 of the site brings a full design refresh on Shopify, keeping the process easy for customers while giving the farm team more flexibility and control behind the scenes.
Improvements include:
- A more modern, mobile-friendly layout
- Cleaner navigation and product browsing
- Enhanced accessibility and SEO
- Seasonal content blocks for easier updates
- Streamlined Shopify checkout and order handling
It’s still simple and warm, just sharper and better equipped for the busy Christmas rush.
Tech used
Performance and Core Web Vitals
Mobile
Performance:
92%
Accessibility:
100%
Best practices:
92%
Search Engine Optimisation:
100%
Full details
-
Largest Contentful Paint:
3.3s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
1.1s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
1.7s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
50ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
1.78MB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
Desktop
Performance:
93%
Accessibility:
100%
Best practices:
92%
Search Engine Optimisation:
100%
Full details
-
Largest Contentful Paint:
0.7s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
0.3s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
0.6s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
210ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
1.38MB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
The result
The new site is easier to manage, faster to browse, and much more aligned with how the business operates today. It keeps that family-run charm while making sure customers can order trees, stands, and extras without a hitch.
“We are delighted with our new website designed by Shffld. Our main requirement was for an easy to use e-commerce site, allowing us to expand our business by selling online. What we got was much more, an e-commerce site which was modern, quirky and captured the fun and friendly nature of our business. Since going live, we have seen the online orders coming in which is exciting and satisfying. Would highly recommend Phil.”
Shopify provides so many great little features, such as the option for order collection, local delivery (with handy app for shop owners to help plan delivery routes!), messaging, social media integrations and much more too. We can keep expanding Woolley Edge Christmas Tree Farm's offering as soon as they're ready to do so.