Case studies · Christmas Tree OnlineTurning a functional Shopify store into a website built to help people choose.
Christmas Tree Online already sold Christmas trees online, but the website wasn’t doing enough to tell the story behind the business, help customers choose the right tree or capture the different ways people search.
I redesigned and restructured the Shopify site around the questions customers actually have when buying a Christmas tree, while giving the family-run Surrey business behind it a much stronger presence.
Website designEcommerceSEO & AEOShopify
- Client
- Christmas Tree Online, from the family behind Bisley Christmas Tree Farm
- What I did
- Strategy, website design, brand refresh, SEO and AEO
- Platform
- Shopify
- Location
- Surrey
The starting point
The website sold Christmas trees. It didn’t tell you why you should buy one here.
Christmas Tree Online is run by the family behind Bisley Christmas Tree Farm in Surrey.
The existing Shopify website was technically functional, but it wasn’t making enough of what sat behind the products: a real family-run business, its own Christmas tree farm and years of work that go into growing a tree before it ever reaches someone’s home.
There was another problem too. Buying a Christmas tree isn’t always straightforward. Nordmann Fir or Norway Spruce? What size will fit? Which tree drops the fewest needles? Can it be replanted? How do you look after it once it arrives?
The existing site wasn’t doing enough to answer those questions or help customers make a confident decision.
And with such a short selling season, the website needed to work much harder before November arrived.
The strategy
The new website needed to do more than sell trees. It needed to help people choose them.
I started with the structure, search behaviour and customer journey rather than simply redesigning the existing pages.
Clarity
Make choosing a Christmas tree easier.
Different trees suit different homes and priorities. I reorganised the shopping experience around the questions customers actually ask, with clearer tree information, comparisons, size guidance and a Help Me Choose feature.
Confidence
Give customers a reason to choose this family business.
The original website didn’t fully communicate the people and story behind the trees. I brought the Surrey farm, family business and practical expertise into the website, helping customers understand who they’re buying from and why it matters.
Action
Make the journey from choosing to buying feel simple.
I redesigned the navigation, collections and product templates to create a clearer route from finding the right tree to placing an order, with delivery information and reassurance available when customers need it.
Visibility
Build pages around what people are actually searching for.
I built SEO and AEO into the structure from the beginning, creating clearer content around tree varieties, sizes, delivery and business rentals, supported by stronger headings, metadata and internal linking.
Before and after
A shopping experience built around real customer questions.
Drag the handle to compare the homepage before and after.
What changed
A website designed to make choosing easier, buying simpler and the business more memorable.
A better way to choose a tree
Clearer product information, tree comparisons, size guides and a Help Me Choose feature make it easier for customers to find the right Christmas tree.
More than a product catalogue
The family story, Surrey farm and practical advice are now part of the shopping experience, giving customers a better sense of the people behind the business.
A simpler shopping experience
Improved navigation, collections and product pages help customers move naturally from exploring their options to placing an order.
Built for greater visibility
Dedicated content for tree varieties, delivery and business rentals, supported by SEO and AEO foundations, gives the website more opportunities to be discovered.
The result
A website ready to work much harder during a very short selling season.
The redesigned Christmas Tree Online site brings the shop, the farm story, buying advice and search strategy together into one much clearer experience.
Customers have more help choosing the right tree, stronger information around delivery and care, and clearer routes through to purchase. Behind that experience is a much broader search structure, giving the business more opportunities to be discovered.
And crucially, it gives Christmas Tree Online a stronger foundation to build on each season, rather than starting again every November.
Jennie really understood our family business and what we wanted to achieve. She created a website that makes it easier for customers to explore our products and order online. We’re already receiving enquiries and have sold our first four wreath kits. It feels like the start of an exciting new chapter for us.
Christmas Tree Online
Ready to see what we could create together?
Let’s talk about where your business is now and what your website needs to do next.