The brief

Fernhill roasts twelve coffees a month and sells most of them online. The old shop listed everything in one long grid with the same photo of the same bag.

They wanted people to choose a coffee by taste, not by price, and to come back for the next bag.

What I did

I rewrote the product pages around three questions: what does it taste like, how should I brew it, and when will it arrive. Each coffee got a tasting card and a brew guide.

A monthly subscription option sits on every product page as a plain choice, not a pop-up. The whole catalogue is edited in the CMS by the roaster herself.

What changed

Repeat orders rose from 22% to 34% in six months. Support emails about brewing fell sharply, since the guide answers them.

The roaster now adds a new coffee in about ten minutes, photo included.