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Farmers Equipment

Farmers Equipment are an online supplier of equipment and machinery for the agricultural industry, covering the whole of the UK.

Following a website audit we identified that the website performance was suffering from declining search engine traffic and purchases from mobile traffic was very low. We knew that if we could improve the websites search visibility and the user experience, then revenue would increase for their ecommerce website.

Search traffic increased by 52%
Conversion rate increased by 62%
Mobile purchases increased from 3.5% of total to 36%


To achieve our objectives we designed a new website built on Wordpress with WooCommerce, a powerful ecommerce platform.

The website has thousands of products on offer so improving the navigation was essential. We introduced new navigation tools such as a “mega menu”, brand search, breadcrumb trails and a clearer, easier to navigate site structure.

Product pages are the most important pages for an online shop, we redesigned these to both be impactful and useful with large photos, product videos, clear feature listings, strong “calls to action” and delivery costs displayed up front.

Farmers Equipment website

To improve the mobile experience, the website was designed mobile-first to be fast, easy to browse, and easy to place an order on smartphones.

Finally, to increase traffic from search engines, we fully optimised the website for search. This included reviewing keywords for key products, ensuring product schema was in place, generating meta titles and descriptions for key products, and last but not least, ensuring all the old website URLs were correctly redirected to their new counterparts so no search traffic was lost.

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farmers equipment

‘Bigfork created a new ecommerce website for us a year ago, and we couldn't be happier with them. So much so that we are currently looking at another project with them. A fully professional service, with great communication from start to finish.’

Farmers Equipment

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