Online Presence Optimization: A Case Study by SLM

INDUSTRY

E-commerce

CLIENT

Dare 2 Dream Farms

TIME

2024 – Present

SERVICES TYPE

Optimize Online Presence

Website Design

Social Media Marketing

Content Marketing

More than Crops Are Growing at this Family Farm

Set in the heart of Lompoc, California, Dare 2 Dream Farms is a family-owned farm dedicated to responsible farming practices, sustainability education, and support for the local community. Owned by Jeremy and Megan Raff, the farm’s mission is simple but profound: to leverage sustainable farming practices into a healthier community. The farm’s values are visible in everything they offer, from backyard chickens to handcrafted chicken coops, from homesteading education to freshly harvested produce. Operating through two main lines of action, the farm’s online presence is anchored by two sister websites:

Dare 2 Dream Farms: For homesteading enthusiasts, this website features backyard chickens, farm fresh eggs, handcrafted planter boxes and chicken coops, and sustainability education opportunities.

Dare 2 Dream Farm Box: This site provides a subscription service for regular deliveries of farm-fresh produce and other local goods to customers eager to support their health and the local farming community.

The Farm experienced significant growth in recent years, and the Raffs projected reaching new milestones, financially and operationally. They saw great possibilities, and they were especially motivated to leverage new strategies to serve their local area more effectively – creating a healthier community in the process.

Seeds of Opportunities

The Raffs were proud of their rapid growth but noticed that it revealed some limitations. They were outgrowing their self-maintained website, and it was hard to continue managing other promotional efforts – plus the growing farm. Also, managing daily logistics for things like deliveries and pickups had become inefficient, as their customer demands were outgrowing the functions of their website and technical integrations. They needed a solution to stay organized and ensure seamless operations.

To put it simply, the challenge in front of them was:

How can we improve technical functionality and optimize our online presence to meet consumer demands?

The Raffs had been considering reaching out to a marketing team to help with these challenges. But it was tough. After all, they’d been managing it themselves for nearly a decade. It’s hard to outsource something you’ve devoted yourself to for years.

They needed a marketing team that they could trust, one who would work alongside them, understand their values, and take a step by step approach. In 2023, they reached out to us here at Spicy Lemon Marketing. We couldn’t wait to help!

In early 2024, we initiated our approach, which involved:

Deep Research through a Digital Marketing Plan
Full Website Transformation with a Move to WordPress
Advanced Customer Engagement through Rewards Programs

Harvesting the Fruits of Diligent Research

True to their philosophy of “good things take time,” the Raffs approached their digital transformation with intentionality. To begin our collaboration, we created a comprehensive digital marketing plan (DMP), which took a deep look at the Farm’s:

Market
Competitors
Digital Assets
SEO Potential
Keyword Opportunities

Ultimately, this comprehensive report also generated key marketing goals and a content plan. We presented the owners with a detailed report, describing the importance and purpose of every element and indicating actionable steps to improve their online presence.

The DMP allowed the Raffs to evaluate their next steps with confidence, deciding what strategies they felt they could manage in-house, and what strategies they felt it wise to outsource.

Building a Better Online Presence

Ultimately the Raffs decided to invest in our services to optimize the online presence of their sister websites: www.dare2dreamfarms.com and www.dare2dreamfarmbox.com. We consulted with them about optimizing through Wix, where the websites originally “lived,” but we strongly recommended moving the websites to WordPress, which provides comprehensive and unlimited customization options.

Because the Farm was growing, it was reasonable to take the opportunity to move the sites to WordPress and begin leveraging its options for speed, customization, premium software and more. This was a more expensive option, but the Raffs resolved to invest in the opportunities it presented.

Website Redesign and Migration

The first step was to establish a temporary domain on WordPress, where we could rebuild the websites “in the background.” We used the Farm’s branding assets and enormous treasure box of photos to rebuild each website. In the process, we also paid a visit to the farm to walk through the property and get a first-hand glimpse of how the Farm worked, what it felt like to be there, and how incredible their produce and farm fresh eggs really tasted (they’re as good as they sound…)

We built both websites with a fresh new design, optimized user experience, effective brand messaging, and strong SEO. Also, we installed premium plugins to create a frictionless online order experience for consumers and to improve operations for Farm staff.

Added graphic elements boosted both websites’ visual appeal. For example, we designed personalized icons that reflect their handmade craftsmanship and natural style, adding a distinctive touch to their online presence.

Revitalized Online Presence

The Farm’s new websites offer users the gold-standard of digital interaction. Improved user navigation, robust content, and bright visually appealing images offer a smooth user experience.

Plus, technical integrations provided necessary e-commerce solutions. With improved load time, mobile optimization, and seamless ordering experience, customers can now engage with the Farm’s online store easily.

To improve the customer experience and streamline the sales process, we introduced an online customization feature for the Farm’s handcrafted chicken coops. Customers can now easily customize their order according to desired materials, sizes, and upgraded features. This user-friendly system replaces the previous manual process, making it more convenient for customers to communicate their preferences and enabling the team to fulfill customized orders efficiently.

E-Commerce Solutions

The move from Wix to WordPress, with WooCommerce and WooDelivery integrations, was a game-changer for the Farm. Specifically, WooCommerce and WooDelivery integrations replaced a previously cumbersome order processing and delivery system with a solution that’s robust and seamless. An advanced e-commerce solution, this improved the Farm’s order management system by:

Streamlining order processing
Improving order experience at checkout
Assigning orders to drivers
Managing delivery routes
Enhancing customer communication
Tracking shipments real-time
Reducing manual workload
Limiting human errors
Optimizing team’s time
Eliminating confusion
Issuing refunds with one click

The platform’s analytics and reporting capabilities also enable Dare 2 Dream Farms to gain valuable insights into their logistics performance, such as delivery times and order fulfillment rates. This data helps the team identify areas for improvement, which increases productivity and customer satisfaction.

Introducing Customer Rewards Programs

To strengthen their overall online presence through deepened customer engagement, the owners wanted to find meaningful ways to thank their loyal customers and encourage them to spread the word. We developed and implemented three distinct rewards programs across their platforms: Refer-a-Friend, Affiliate Programs, and Customer Loyalty Rewards.

Refer-a-Friend Program

The simplest of the three, this program incentivized word-of-mouth referrals by rewarding both the referrer and the referee.

Customers can now send their friends a $10 coupon for their first purchase at Dare 2 Dream Farms or Dare 2 Dream Farm Box.
Once the friend completes their purchase, the referrer will receive a $10 credit toward their next order on the corresponding site.

This program encourages organic growth while fostering a sense of community among customers.

Affiliate Program

For customers who wanted to actively promote Dare 2 Dream Farms or Dare 2 Dream Farm Box, and receive compensation, we launched an affiliate program using AffiliateWP, a trusted industry-standard plugin.

The affiliate programs, branded as “The Dream Team” for Dare 2 Dream Farms and “Farm Box Friends” for the Farm Box site, attract enthusiastic advocates eager to champion sustainable farming and earn rewards.

Each program allows individuals to apply through the website and receive a unique referral link. AffiliateWP makes it easy on internal Farm Staff, automating alerts, processing compensation, and enabling affiliates to track their progress.

Farm Box Loyalty Program

To reward ongoing subscriptions, we introduced a loyalty program for Farm Box customers. At designated milestones, subscribers earn badges and receive farm-fresh gifts with increasing value.

Milestones and Rewards include:

Seed Badge (First Box): Earn a Welcome Gift.
Sprout Badge (12 Boxes): Receive a seasonal fruit or vegetable.
Bud Badge (24 Boxes): Another seasonal fruit or vegetable.
Blossom Badge (36 Boxes): Enjoy a jar of local honey.
Harvest Badge (48 Boxes): Get a Dare 2 Dream Farms hat.
Bounty Badge (72 Boxes): Receive a custom, bound recipe book.
Legacy Badge (96 Boxes): Enjoy a private guided farm tour.

Subscribers can log into their account any time to view their current badge, and calculate how close they are to receiving their next reward.

We installed the plugin GamiPress, which makes the process clear and seamless. GamiPress keeps customers informed of their progress, automatically applying new badges in real-time, tracking pauses, and alerting the owners when a new milestone is reached.

Optimized Online Presence: Results

The Digital Marketing Plan prompted the careful decision to invest in a website migration to WordPress. It was a sizable undertaking, especially as the client’s websites included a complex e-commerce integration, with over 200 products. But the move showed an immediate and ongoing impact.

Below, we compare 6 months of analytics before the websites were moved to 6 months of analytics after the websites were moved and optimized.

Sessions:

Before: 2,623

After: 8,487

Users:

Before: 1,529

After: 6,452

Engagement Rate:

Before: 68.28%

After: 92.56%

Bounce Rate:

Before: 55.8%

After: 15.15%

Search Ranking:

Average Rank Before: 15

Pages in Top 3 Before: 2

Average Rank After: 5

Pages in Top 3 After: 12

Load Time Improvement

Before: 1.5 seconds desktop, 5.7 seconds mobile

After: 0.6 seconds desktop, 1.3 seconds mobile

SEO Discovery Average:

Before: 900 visits/month

After: 4,500 visits/month

SEO Score:

Before: SEO Score 75

After: SEO Score 98

Shop Page Visits:

Before: 1,000 visits/month

After: 10,000 visits/month

Taken together, these metrics show a stronger online presence through much higher user interaction and satisfaction. Plus, with a low Bounce Rate of 15.15%, we deduce that users aren’t just more plentiful, they’re more valuable, as they find the information they’re looking for on the sites. By comparison, Statistia recently estimated that the average bounce rate for e-commerce at 38.7%, more than double Dare 2 Dream Farms’ impressive 15.15%! This indicates that the websites offer a strong SEO, effectively engaging Farm’s target audience. As part of our regular website maintenance, we provide a quarterly report so the owners have insight into the results of their investment.

Client Testimonial

I hired Natalie and Samanta to complete a marketing plan for our farm, and then to migrate our farm's two websites to brand new websites on Wordpress, allowing us much greater functionality and performance from our digital home. We have been absolutely thrilled with their work - from their amazing web design, to the full wraparound support in adjusting to the new interfaces, and making sure the user experience is perfect. Working with Spicy Lemon Marketing has been a dream! We are eager to continue working with them and would definitely recommend them!

Megan Raff

Owner and Chief Chick, Dare 2 Dream Farms