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EcommercePark Farm Cottage
Real beekeepers competing against imported wax, with a store losing carts at checkout, rebuilt in Studio to teach first and then sell.
- Location
- Uckfield, East Sussex
- Sector
- E-commerce
- Functionality
- Online Store, CMS, Blog, Reviews, FAQ, SEO Ready
- Platform
- Wix Studio
- Rating
- 5-star rated
The brief
Two problems sitting on top of each other
Toni Birkbeck and her husband keep bees near Uckfield and make everything from their own wax and honey: food wraps, bread bags, honey, candles, soap, propolis and polishes, plus bee experience visits sold direct and through Red Letter Days and Buyagift. Around 98% of retail is online. The first problem was comprehension. Plenty of visitors did not know what a beeswax wrap was or how to use one, so the site had to teach before it could sell. The second was performance. Carts were being abandoned at checkout, the navigation was chunky, the site was slow, meta descriptions were generic AI copy, alt text was missing, and a Google algorithm change had knocked their traffic. Their real differentiator, that they are actual beekeepers rather than importers of Chinese wax, was not coming through anywhere.
The build
Teach first, then sell
A ten to twelve page Wix Studio rebuild that explains beeswax wraps before asking for the sale, with checkout fixed and schema and meta rebuilt to recover search visibility.
What we did
A rebuild that explains the product and then sells it
A homepage that starts with we're beekeepers
The hero leads on the thing competitors cannot claim, followed by an educational What Are Beeswax Wraps section covering the cling film waste problem and the reusable, plastic-free, antibacterial, 12 to 18 month answer, then the product showcase, a Why Choose Park Farm Cottage block, a bee experiences teaser and reviews.
A look drawn from the packaging
Black and gold honey-yellow with generous white space, the Brandon heading font carried over from the physical packaging, and a hexagon motif holding cut-out product photography.
Checkout fixed, catalogue rebuilt
The shop was rebuilt in Studio with the checkout flow optimised against the cart abandonment problem, covering wraps, bags, honey, candles, soap, propolis and polishes, with a dropdown for the wider range.
Product pages that answer the questions
Beeswax Wraps with use cases, care instructions, FAQs and a video demo. Beeswax Bags rebuilt during feedback to show the small and large bags alongside the best-selling bread bag. Honey reprioritised so runny honey leads over hot honey, showing every variety and calling out the award-winning status.
Two CMS collections she runs herself
An Events collection for markets, shows and fetes with dates, locations, links and filtering, and an FAQ collection split by category so wraps, bread bags, honey and bee experiences questions appear on a central FAQ page and tailored per product page, after she spotted honey questions showing on the wraps page.
Built to win the traffic back
Product schema, FAQPage schema and LocalBusiness schema, rewritten meta titles and descriptions targeting beeswax wraps UK, sustainable bread bags, raw honey and bee experiences, alt text across every image, and a page speed and responsive pass on all devices. Kudo Buzz was integrated so the Google reviews shown are the product reviews for the page they sit on.
Bookings routed where they already sell
The Bee Experiences page acts as the main booking CTA and works alongside Red Letter Days and Buyagift, rather than forcing Wix native booking, which was too clunky for how they sell.
The site
Inside the Park Farm Cottage site
Scroll inside the screens to see more of the site.
The outcome
Park Farm Cottage now explains its product before selling it, with checkout rebuilt, two collections Toni manages herself, and full schema in place to recover the search visibility they lost.
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