Web Design Case Study: Reed's Organic farm
- Problem Attic Studios
- Oct 30, 2025
- 3 min read
Overview
Reed’s Farm is a regenerative farm and nonprofit organization in South Jersey dedicated to revitalizing local agriculture, improving food access, and creating inclusive vocational opportunities. The farm’s previous website didn’t reflect its growth, mission, or visual identity - it lacked structure, clarity, and the ability to support evolving programs and online sales.
Duck Soup Digital was brought on to design and develop a new site that would serve as a digital home for the farm - one that communicates its story with authenticity, makes it easy for visitors to engage, and supports the nonprofit’s fundraising and marketing efforts year-round.
Goals
The primary objectives for the redesign were to:
-Build a clear, cohesive website that reflects Reed’s Farm’s regenerative philosophy and warm, welcoming tone.
-Streamline navigation to help users find information on programs, events, and farm products quickly.
-Integrate an e-commerce solution that supports both in-person and online sales.
-Create a platform that could evolve with the organization’s future growth, from seasonal campaigns to program expansion.
The new site was organized around Reed’s Farm’s Six Pillars of Purpose - Regenerative Agriculture, Education, Vocational Opportunities, Animal Connection, Food Access, and Community Partnerships. Each pillar has its own dedicated page, telling the story of how these interconnected areas shape the farm’s impact.
This structure allows visitors to explore the organization holistically, understanding how soil health ties to education, how animal programs foster inclusion, and how local partnerships strengthen the regional food system. Each page blends storytelling, photography, and calls to action that invite deeper involvement - whether that means attending a workshop, sponsoring a program, or shopping the market.
Visually, the design balances a modern web experience with the farm’s grounded, natural character. A neutral color palette paired with soft earth tones, large-scale photography, and clean typography (Calder + Raleway) creates a calm and organic atmosphere. The homepage opens with immersive imagery and succinct copy introducing Reed’s Farm’s mission, followed by clear pathways to explore programs, shop online, or support the mission through donations and memberships.
Every element was built for usability and warmth - clean layouts, subtle motion effects, and intuitive navigation make the experience approachable for all audiences.
E-Commerce Integration
The new site includes a seamless Ecwid e-commerce system integrated directly into Wix. The online market allows customers to browse seasonal produce, gift bundles, memberships, and farm merchandise. It syncs automatically with in-person inventory, ensuring accuracy across channels.
The checkout experience was designed to be as simple as possible, with clear options for local pickup and secure online payment. This functionality became central during the farm’s busy seasons, supporting holiday gift campaigns, fundraising efforts, and limited-time product launches.
Accessibility and Experience
Accessibility and user experience were top priorities. The site employs clear visual hierarchy, large tap targets, and readable color contrast for all text and buttons. All pages are optimized for mobile viewing, given the farm’s audience primarily discovers new events and market updates through social and email links.
Built-in content management allows the Reed’s Farm team to easily update market hours, event details, and seasonal offerings without needing developer support - keeping the site agile and current.
Results
Since launch, the Reed’s Farm website has become a central hub for community engagement and sales. Visitors can now:
-Purchase products and memberships online.
-Learn about the farm’s regenerative practices and programs.
-Register for workshops and seasonal events.
-Donate directly through integrated giving campaigns.
The improved design and SEO structure have increased site traffic, boosted engagement with newsletter signups, and supported the success of the farm’s end-of-year fundraising campaigns.
Reflection
This project was more than a redesign - it was a reintroduction. Reed’s Farm now has a website that mirrors the care and thoughtfulness of its real-world presence: grounded in purpose, easy to navigate, and built to grow alongside the organization.
Like what we did for Reed's Farm? Get your own custom website built today.
