FEATURED project

That’s Coffee Website Design & SEO

With declining website traffic and sales, That’s Coffee was long overdue for a new website with a more sophisticated mobile and search friendly platform.

258%

increase in annual
organic traffic

269%

increase in annual
website orders

That's Coffee color logo over an image of dark roast coffee beans and a cup of espresso.
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about the client

That’s Coffee

That’s Coffee wanted to update their site with a new coffee website design. They are an online gourmet coffee retailer specializing in specialty coffee beans from around the world. Roasted in small batches and made to order, the company has dedicated customers addicted to their beans and relies on SEO and online visibility to drive new sales. Recently the company added loose leaf teas to their selection of specialty products.

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getting it right

Approach Taken

That’s Coffee approached 1st on the List for help after experiencing a five year decline in search traffic. The online coffee retailer was relying on repeat customers to drive sales and was struggling to drive new traffic to grow their customer base.

In addition to declining website traffic, their existing website was built on an outdated ecommerce platform with a poor checkout system, lack of mobile responsiveness, very slow page load times, and more. It was time for the company to make a decision to close its online shop or invest in a new updated coffee website design.

1st on the List outlined a 2 year plan to rebuild, relaunch, and optimize a brand new WooCommerce WordPress website with several current SEO best practices.

By migrating to a modern, SEO-friendly platform, we’re setting up a foundation that enhances website functionality, improves user experience, and ensures seamless updates. WooCommerce offers greater flexibility for managing products, promotions, and orders, while its integration with WordPress makes ongoing content updates and digital marketing efforts much easier. This redesign will not only improve the site’s performance but also help drive more targeted traffic, increase sales, and support the growing demand.

Implementing premium SEO plugins for product schema was essential for improving search engine visibility and enhancing product pages’ performance in search results. By adding structured data, we made it easier for search engines to understand and display key product information, like pricing and availability, directly in search results. This can lead to better rankings, increased click-through rates, and ultimately more sales for That’s Coffee.

Meeting current mobile, speed, and security best practices is crucial for providing a seamless user experience, improving search engine rankings, and protecting customer data. A mobile-friendly, fast-loading site ensures that visitors stay engaged and can easily make purchases, while strong security measures build trust and protect both the business and its customers from potential threats. This is key for driving conversions and sustaining long-term growth.

Reducing the number of website errors in Search Console is vital for maintaining a healthy site that is easily crawlable and indexable by search engines. Errors can hinder your site’s visibility in search results, leading to missed opportunities for organic traffic and sales. By addressing and resolving these issues, we improve the site’s performance, enhance user experience, and ultimately support better SEO outcomes.

Ongoing SEO monitoring and health checks are crucial for maintaining a website’s performance and ensuring long-term success. The digital landscape is constantly changing, so regular checks allow us to identify and fix issues early, adapt to algorithm updates, and refine strategies to improve rankings and drive consistent traffic. By staying proactive, we ensure the website continues to meet SEO best practices and delivers sustained results.

what we did

Project Specs

Premium WordPress Template

We addressed the client’s need for a more sophisticated, mobile-friendly, and search-optimized platform by developing a premium WordPress template and theme. This custom design not only enhanced the website’s visual appeal but also improved its functionality, providing a seamless user experience across devices. The new theme facilitated the integration of essential features such as Product Schema, which enriched search result displays, and a simplified checkout process, thereby enhancing customer satisfaction and boosting sales.

Premium WordPress Template

We built a fully optimized eCommerce store that delivers a seamless shopping experience for coffee lovers. The new online store features an intuitive layout, clear product categorization, and an easy-to-navigate checkout process, ensuring customers can quickly find and purchase their favorite coffee products. We also integrated essential eCommerce tools, including secure payment options and product schema, to enhance search visibility and drive conversions.

Custom Product Schema

We integrated Product Schema to enhance That’s Coffee’s search visibility by displaying rich product details directly in Google search results. This helps attract more clicks, improve user engagement, and increase conversions by showcasing key product information like pricing, availability, and reviews before users even visit the site.

Site Speed Optimization

We optimized That’s Coffee’s site speed to ensure fast load times and a smooth user experience. By refining the website’s code, optimizing images, and implementing caching strategies, we reduced page load times significantly. A faster site improves user retention, reduces bounce rates, and enhances SEO rankings, ultimately leading to higher conversions and a better overall shopping experience.

“This was a high stakes project for us at 1st on the List as it represented a critical point in time of our client’s life – it was either redesign and thrive or close up shop. We are thrilled to share all of our hard work, technical expertise, and creativity led to a revival for this online retailer.”
Michael Mitov
Lead Web Designer at 1st on the List
what happened

Finished Results

The timing of this ecommerce website design was perfect. That’s Coffee’s new website launched and gained much needed momentum leading into 2020 – just in time for COVID lockdowns across North America. Search trends for coffee related keywords skyrocketed as people needed to buy their own coffee beans and brew their own coffee at home. That’s Coffee was ideally positioned for this increased demand for their exact product offerings. The website would not have been nearly as effective in capitalizing on the flood of new traffic if their website hadn’t been completely redesigned and relaunched.

We can see several years of decline or little growth in attracting new search visitors to the website. After the launch of the new website, significant work was performed to improve the website further which paid off big in terms of additional search visitors.

organic traffic chart 2010 to 2020

The new website is garnering more and more Top 100 Search Rankings as the new platform and website changes build momentum in the Search Engines. Compared to January 2018, That’s Coffee now has 29 times as many Top 100 Rankings – and it’s still growing.

organic keyword trends chart for thats coffee website

Not only have Gross Sales increased by over three times, the number of annual orders is up 269% and the total number of items purchased is up 255%. With just two months into 2021, That’s Coffee’s average gross monthly sales are up 31% from the previous year and a massive 294% from 2019.

average gross monthly sales graph for Thats Coffee

500%

increase in Top 10 Rankings

258%

increase in annual
organic traffic

269%

increase in annual
website orders

187%

increase in annual profit

thats coffee website design cross sell related products
thats coffee website mobile design product page
thats coffee website design mobile navigation menu
thats coffee website design product category page
thats coffee website design blog post
Person with a laptop holding a smartphone
2 people viewing a desktop screen for That's Coffee
That's Coffee website displayed on Desktop, Laptop, Tablet and Smartphone.
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