Digitising orders for a family farm selling directly to customers

Context

A direct farm sales business with very practical digital needs.

LapiMauges is a family farm business selling farm products directly to customers. Before the website, orders were mainly handled through email exchanges.

The challenge was not only to “create a website”, but to make ordering easier for local customers, while reducing the amount of manual cross-checking required to understand who ordered what, in what quantity and for which collection period.

Initial problem

Move from scattered email orders to a clearer ordering journey.

The previous organisation relied on manual exchanges and fragmented information. This created friction both for customers and for the people managing orders.

• orders were dispersed across email conversations;
• available products were not always easy to understand at a glance;
• customer habits were not naturally digital-first;
• the ordering journey had to remain simple and reassuring;
• campaigns, products and reporting needed to be structured progressively.

Objectives

Create a useful e-commerce channel adapted to real customer habits.

• create a WordPress/WooCommerce site from scratch;
• structure a simple ordering journey;
• make the product offer easier to read;
• use email campaigns to bring customers back to the site;
• track useful digital indicators without overcomplicating reporting;
• keep the system understandable for a local customer base.

My role

An end-to-end role across web, email, SEO and reporting.

I managed the digital setup from strategy to execution: structure, content, WordPress/WooCommerce configuration, email campaigns and basic performance tracking.

• website structure and customer journey;
• WordPress and WooCommerce setup;
• product content and page structure;
• email campaign setup and segmentation;
• local SEO logic;
• GA4, WooCommerce and email reporting follow-up.

Approach

Design for real usage, not for theoretical complexity.

Start from customer habits

The target audience was local and not always used to ordering online. The website therefore had to remain clear, direct and reassuring.

Connect email and ordering

Email campaigns became a key lever to inform customers about ordering periods and bring them back to the site.

Measure what helps decisions

The goal was not to build a complex dashboard, but to follow orders, email performance and the main digital signals that could help improve the setup.

Stack & tools

A pragmatic stack for a small operation.

Actions taken

Build, structure, publish and improve.

Website and ordering journey

I structured the website, product pages and ordering journey to make the offer easier to understand and the order process easier to follow.

Email campaigns

I set up email campaigns to inform customers about ordering periods and bring them back to the website.

Local SEO

Content was written with a local SEO logic to support searches related to direct farm sales and farm products.

Local SEO was affected by a maintenance period linked to a sensitive external context.

Reporting

I set up a basic follow-up using email statistics, WooCommerce and GA4 to monitor orders, email performance and key user behaviours.

Results

A new online ordering channel.

The project created a real online ordering channel where the organisation previously relied on scattered email exchanges.

• creation of a new online ordering channel;
• progressive centralisation of orders;
• less manual cross-checking;
• clearer product visibility;
• more structured email campaigns;
• clearer follow-up of digital performance.

These indicators show that email is particularly relevant for this local customer base when it is used in a targeted and useful way.

Learnings

What the project taught me.

This project taught me that a good digital system is not the one with the most features, but the one that adapts to real usage, simplifies daily work and makes the business easier to follow.

Success did not only depend on the technical quality of the site. It depended on its ability to fit existing habits: local customers, direct farm sales, production cycles, product availability and family organisation.

With hindsight, I would set up data preservation and exploitation earlier: regular order exports, a more structured customer history, finer segmentation, a consolidated dashboard, documentation and stronger anticipation of security and maintenance topics.