Florigo E-Commerce and Brochure Experience

Project Overview

Florigo UK stands as a leading supplier of premium frying equipment for restaurants, fish & chip shops, and the wider catering industry. As the digital landscape evolved, Florigo recognized the need to modernize both their e-commerce store and brochure website to better serve trade clients, boost sales, and support their brand reputation online.

Florigo enlisted me to update and optimize their WooCommerce store, integrate advanced marketing tools, and enhance the content structure of their brochure site—building on their existing Advanced Custom Fields (ACF) and custom theme framework.

Client Goals

• Elevate the E-Commerce Experience:
  Make it easier and more engaging for customers to discover, research, and purchase products online.
• Optimize the Brochure Site:
  Improve the structure and navigation of informational pages to showcase Florigo’s extensive product range, company history, and customer support resources.
• Digital Marketing Integration:
  Seamlessly connect the website with Google Merchant Center, Google Analytics, and Google AdWords for greater reach and campaign effectiveness.
• Streamlined Site Management:
  Ensure all updates and content additions can be easily managed through WordPress and ACF, keeping the site flexible and future-proof.

Approach & Solutions

1. WooCommerce Store Improvements

• Product Catalog Enhancement:
  Expanded and refined product pages using the existing ACF system, enabling the Florigo team to showcase detailed specifications, images, downloads, and videos.
• Checkout Optimization:
  Improved the shopping cart and checkout flows, removing friction points and encouraging higher conversion rates.
• Google Merchant Center Integration:
  Automated the feed of products to Google Shopping, keeping listings up to date and accurate.

2. Brochure Website Restructuring

• Navigation & Site Architecture:
  Reorganized the brochure section for intuitive navigation—ensuring visitors could easily find product information, technical resources, news, and customer testimonials.
• Consistent Page Layouts:
  Developed reusable ACF-powered page sections, making it simple to add new case studies, product highlights, FAQs, or company updates with a unified look and feel.
• Engaging Content Presentation:
  Supported the marketing team in structuring and formatting long-form content, making technical details accessible and visually appealing.

3. Advanced Marketing & Analytics

• Google Analytics & Event Tracking:
  Implemented robust analytics to capture detailed insights on user behavior, product interest, and content engagement across both e-commerce and brochure areas.
• AdWords Campaign Management:
  Set up and optimized targeted ad campaigns, supporting Florigo’s sales and brand awareness goals.

4. Theme & ACF Development

• Custom Theme Extension:
  Extended the custom WordPress theme to support new layouts and dynamic sections, maintaining brand consistency across all site areas.
• Scalable Content Management:
  Ensured that the Florigo team could manage both the e-commerce and brochure content with ease—future-proofing the site for ongoing updates.

Results & Impact

• Improved Customer Experience:
  The new structure makes it easy for trade clients and first-time visitors to explore Florigo’s offerings, whether browsing the online store or researching product details on the brochure pages.
• Stronger Lead Generation:
  Enhanced calls to action and content layouts support both online sales and direct inquiries, helping Florigo connect with more qualified prospects.
• Seamless Marketing Integration:
  Real-time analytics and automated product listings enable smarter digital campaigns and better ROI tracking.
• Efficient, Scalable Management:
  WordPress and ACF updates mean the Florigo team can confidently grow their content and product range—without sacrificing consistency or quality.

Summary

Through a blend of e-commerce enhancements, brochure site restructuring, and advanced marketing integrations, I helped Florigo UK create a digital presence as high-quality and robust as their market-leading frying equipment. The site now serves as both a powerful sales platform and an authoritative information resource—ready for continued growth in a competitive industry.