To celebrate their 60th year in business, Dutch's Greenhouse decided it would be the perfect time to redesign their website! Cyndi, Frank, and Jerry DeRee are the second generation owners of Dutch's and they wanted their new website to reflect the high-quality plants and services they offer. It was also important to stay true to the original history of their business and brand, which is why they chose to keep their original logo.
We built a lot of extra features into this site, such as a resource library, an events calendar where customers can register and pay, filtered plant lists so customers can easily find what they're looking for, and an employee portal where staff can utilize The Perfect Plant, a digital plant library.
Despite the many features we implented, the site still maintains a organic, clean, and friendly feel to it!
The inspiration for this website design came from a mix of Dutch's own history and traditions as well as a modern take on gardening and plants. We stuck with an earthy color palette to stay true to the original history of the brand, but softened it up a bit to give it a clean, simple look.
*The logo was not designed by Southern Noble Co.
CUSTOM WORDPRESS WEBSITE
The original Dutch's site was hosted through Yahoo with an extremely outdated content management system (CMS), so the first big task was getting them set up with a new host and designing the site with a more modern CMS - Wordpress. Dutch's was extremely limited with design choices on their original site so it was important that their new site had plenty of customization options. I chose to use the DIVI theme, because it's super easy for client's to manage their site post-launch.
The new homepage is a lot cleaner and simpler! I used call-to-actions and a strategic sales-funnel to guide visitors through the site, making the browsing session more enjoyable and purposeful.
Before the resdesign of their site, Dutch's was manually uploading PDF plant lists every season. In doing so, they were losing out on valuable Search Engine Optimization rankings and their customers couldn't browse their entire plant selections year-round. With the new site, we incorporated a search filter based on plant types, to help customers easily find what they are looking for. We also added a passive income opportunity, by including their affiliate link through Monrovia.
The individual plant pages were designed to be easily updated each season and with Dutch's ideal client in mind. We added eye-catching images and a short description of the plant, along with the plant's availability. A clean, organized plant list gives customers a better browsing experience and allows them to see exactly what's in stock before they step foot through the door.