Building a direct-to-consumer e-commerce site for a family cattle farm

Pitchford Farms needed a website that could do more than look good. They sell beef in bulk directly from the farm, which means their customers need clear information before they commit to a purchase. The old site wasn't communicating their offering well enough, and the ordering process wasn't working for them.

The rebuild started with understanding how their products actually work. Quarter and half side packs are quite different in terms of weight, price, and customisation options, and that distinction wasn't landing clearly with customers. I restructured the content and rewrote all copy to make the pack options easy to understand at a glance, including what customisation is available, how ordering and payment works, and what to expect around delivery and storage.

The site was built on JABA's custom CMS, with more complex development elements handed off to a developer. E-commerce was set up through PayPal, giving customers a straightforward way to pay for orders directly on the site.

Policy and FAQ content was also developed, covering areas like food safety, refunds, storage responsibilities, and delivery, written in plain language that reflects the farm's direct and honest approach.