SUMMARY: Tasked with managing Farmer’s Fridge’s primary sales engine—its website. I handled front-end design, CMS migration, landing page creation, and SEO strategies to boost visibility.
CHALLENGE
When I took ownership of the Farmer's Fridge homepage, it was running on Shopify—a robust platform, but not fully optimized for the kind of modular content updates and high-traffic landing pages we needed to scale. In 2022, we made the decision to migrate to Contentful, a headless CMS that would allow us more flexibility and control. My role was clear: lead the front-end design, work closely with a developer for smooth implementation, and master an entirely new deployment process that included staging and live pushes.
When I took ownership of the Farmer's Fridge homepage, it was running on Shopify—a robust platform, but not fully optimized for the kind of modular content updates and high-traffic landing pages we needed to scale. In 2022, we made the decision to migrate to Contentful, a headless CMS that would allow us more flexibility and control. My role was clear: lead the front-end design, work closely with a developer for smooth implementation, and master an entirely new deployment process that included staging and live pushes.
Additionally, I spearheaded a back-channel SEO strategy designed to capture airport-specific search traffic. By creating targeted blog content for high-traffic airports, we aimed to draw in travelers searching for food options—an audience already primed for our product.
SOLUTION
The migration from Shopify to Contentful required a deep dive into the platform's unique structure—very different from my experience with WordPress. I quickly adapted, learning Contentful's API-based framework and mastering its deployment workflow, which involved staging updates on a beta site for internal approval before pushing live.
The migration from Shopify to Contentful required a deep dive into the platform's unique structure—very different from my experience with WordPress. I quickly adapted, learning Contentful's API-based framework and mastering its deployment workflow, which involved staging updates on a beta site for internal approval before pushing live.
Throughout this transition, I led the design and deployment of dozens of custom landing pages for campaigns, refreshed the B2B-facing pages, and maintained the homepage with fresh graphics, copy, CTAs, and motion assets.
For the SEO strategy, I researched high-traffic search terms around airport dining and created location-specific blog content that funneled traffic directly to our website. This strategy not only increased visibility but also positioned Farmer's Fridge as a convenient option for travelers.
OUTCOME
The results were transformative:
The results were transformative:
• Successfully migrated the entire site to Contentful without any downtime, improving update efficiency and design flexibility.
• Consistently managed content for nearly 100k monthly visitors, maintaining a seamless and engaging user experience.
• Designed and launched landing pages that contributed to higher conversion rates and more targeted marketing efforts.
• Executed an SEO strategy that captured traffic from airport searches, expanding our reach and driving additional site traffic.
REFLECTION
Managing the digital experience for a fast-growing brand like Farmer's Fridge has been a masterclass in adaptability and strategic thinking. Transitioning to Contentful taught me to push beyond the familiar and embrace new tools quickly, while my work on landing pages and SEO solidified my understanding of targeted user engagement. Most importantly, it reinforced how a well-structured CMS and a data-driven SEO plan can turn a website into a true growth engine.
Managing the digital experience for a fast-growing brand like Farmer's Fridge has been a masterclass in adaptability and strategic thinking. Transitioning to Contentful taught me to push beyond the familiar and embrace new tools quickly, while my work on landing pages and SEO solidified my understanding of targeted user engagement. Most importantly, it reinforced how a well-structured CMS and a data-driven SEO plan can turn a website into a true growth engine.
