Overview
Roves Farm is a family-friendly destination offering a ticketed visitor centre packed with hands-on farm activities for children, alongside an on-site butchery, farm shop and café that operate independently of the main attraction. Having originally built their previous website many years ago, we were brought back in to create a completely refreshed platform that better reflected the business today and improved clarity for users navigating its different offerings.
Web Design
The new design embraces a warm, natural colour palette paired with a friendly, playful typeface that carries a rustic, organic feel, perfectly aligned with the farm’s personality. The overall aesthetic is inviting and approachable, designed to appeal to families while still maintaining a sense of quality and authenticity.
A key design challenge was addressing user confusion around the different parts of the business. Previously, it wasn’t clear that the butchery, farm shop and café could be visited without purchasing a ticket for the visitor centre. To solve this, we introduced two clear user journeys through the site, one for the visitor attraction and one for the farm shop and food offering.
This distinction is reinforced visually, with the butchery and shop adopting a rich, warm terracotta colour theme, creating a subtle but effective separation while still feeling part of the wider brand. This approach helps users quickly understand their options and navigate the site with confidence.
Development
The website is built on WordPress, with WooCommerce powering the online shop for the butchery and farm products. The platform is designed to be flexible and easy to manage, allowing the Roves Farm team to update content, manage bookings, and run their shop efficiently.
By structuring the site around distinct user journeys and integrating e-commerce functionality seamlessly, the platform supports both the visitor attraction side of the business and its retail offering, ensuring each operates clearly while benefiting from a unified system.
Outcome
The result is a website that feels fresh, engaging and easy to navigate, bringing Roves Farm’s brand to life in a way that resonates with its audience. Clearer user journeys have removed previous confusion, making it easier for visitors to understand what’s on offer and how to engage with different parts of the business.
The new platform not only improves the user experience but also provides Roves Farm with a strong foundation for growth, supporting both ticket sales and online retail while better showcasing everything the farm has to offer.
