Field Fare are frozen fresh food suppliers based on a fully working farm in Kent. After starting up forty years ago they have now established an impressive network of stockists across the UK and to accommodate that impressive growth, it was time for a new website.
This was a multi-agency project with the designs being provided by AllGood, which gave our development team the starting point for all the creative aspects of the website.
The aim was to deliver a new, fully responsive website with an easy to use content management system. The website also needed to improve the overall usability of the site for both back end and front end users as well as improving the layout of key content, in particular the recipes and products.
To do this, we devised a simple menu structure combined with an intuitive product search function. Both products and recipes were also placed to the left hand side of the main navigation to ensure they were the most prominent elements on the page.
To complement the design from AllGood, the website was built using content block driven pages, which allows the easy creation of new content pages, which have the flexibility to display different kinds of content. The colour scheme reflects the Field Fare branding and this was used to differentiate their 5 key product areas.
The build for the Field Fare website was devised to be as simple as possible, with a view to delivering the easy usability requested in the brief. To do this we used the features of the content management system, in combination with plugins including Advanced Custom Fields Pro and Custom Post Types UI, to really capitalise on the full potential of the CMS.
The Custom Post Types UI allows the creation of new page types, with custom fields to control the layout of those pages in the edit screen. This makes the page creation process easier to managed, reduces the need for hard coding content and increases the fluidity of the content creation process.
This delivered the intuitive usability the internal team at Field Fare needed for managing the website, but also delivered the flexibility needed to devise page structures that would be easy to navigate for the front end users as well.
Field Fare now have a fully responsive website that allows their internal team to create new content pages quickly and efficiently while still maintaining good front end usability. Page speed optimisations and the addition of scheme mark-up have also ensured the site is search engine friendly, encouraging the growth of their organic traffic.