Project Description
Client: Coldharbour Farm Shop
Project: Web copywriting for new farm shop website
When: Summer 2019
Website: www.coldharbourfarmshop.co.uk
Working with web development specialists, Connexion Software, I wrote all-new website content for a brand new website for local, award-winning foodies, Coldharbour Farm Shop. With an already loyal customer base, they wanted to appeal to a wider and younger market, and the copy needed to reflect they’re more than just a farm shop.
Update: As of April 2024, the Coldharbour Farm Shop website has undergone various copy and design changes since going live in 2019. This is understandable, but while some of my copy remains in place throughout (including the strapline!), a decision has obviously been taken to change much of it. So while this case study gives you an understanding of the process, in the main, it’s not my copywriting work.
Project Background
Based in Ottery St. Mary, award-winning Coldharbour Farm Shop and Café has served delicious, home-cooked meals using their own fresh, seasonal ingredients since 2016. Plus, together with products from other local suppliers, a range of their own home-cooked produce is also available to buy.
This thriving business has grown through hard work and an excellent reputation. Not to mention a little help from their Facebook and Instagram pages. The next step for them was to have a new website with all-new website content to attract more visitors to sample everything they had to offer.
All-new website content
Writing all-new website content for an award-winning farm shop and café means the copy really needs to reflect just how good the food and produce really are. Having already visited and tasted the amazing food on offer, made this process much easier.
Working on the home page first, I wrote intro snippets for the rest of the site to really get that point across. In creating a new strapline (“Farm fresh produce from field to fork“), I encompassed their homegrown ethos. This approval gave me a solid base to start each of the individual site pages, all written in the same style.
A recipe for copy success
The principle of any copywriting project is to create content that engages and informs the reader. So while there may be plenty of other farm shops and cafés around, it was important to help Coldharbour Farm Shop stand out from the crowd. Key to that was emphasising exactly why they’re different, so the copy highlights three key areas:
1. Fresh homegrown produce and tasty home-cooked meals
2. Hands-on, friendly service
3. Commitment to full provenance and traceability of their meat and ingredients.
With all these taken care of, I added some finishing touches throughout. A subtle twist of wit, a dash of rhythm and rhyme, and some punchy alliteration. As a result, this all-new website content shows a consistent, down-to-earth tone and brand character throughout the site.
Give your own website a fighting chance of standing out from the crowd with all-new website content that sounds natural and talks directly to the reader. Get in touch today, and let’s make it happen.
Check out some other recent work for previous web copywriting projects.
