Website transformation · Dundrum
Let the produce make the first impression.
Before vs after
Drag the handle. The left shows the public opening screen captured during research; the right shows the proposed first screen.
Independent concept. Created from public information to demonstrate an idea. Not commissioned or approved by the business shown.
See it in motion
A still can't show the hero, the menus or how fast you reach the main action. These are ten-second visits to each version, captured the same way.
The reasoning, in order
Three changes to make the first visit easier.
The captured page places a newsletter request above the farm, before a visitor has had time to understand what is on offer.
Change: Lead with the weekly box and move newsletter sign-up until after value has been shown.
Several layers compete at once, so the route into the shop is harder to see than it needs to be.
Change: Offer one primary action — shop this week's produce — with quieter navigation behind it.
The existing mark is distinctive, but the opening screen does not immediately connect it to produce, provenance or delivery.
Change: Pair real product imagery with three short promises: Dundrum-grown, weekly boxes and local collection.
Sources & limits
Clear about what is real.
The existing-site still and demo clip were captured from the public Castle Farm website on 23 July 2026; arrival pop-ups (a newsletter sign-up and cookie prompt) were closed first so the comparison shows the page itself. The business name, published phone number, store categories and product image came from that site. The layout, copy hierarchy and proposed experience are independent concept work.
No claim is made about sales performance, customer approval or the internal decisions behind the current site.
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