Re-crafting Content For An eCommerce Brand
For generations, Pearson Farm had been a Southern staple—known for tree-ripened peaches, hand-harvested pecans, and a family legacy rooted deep in Georgia soil. While new efficiencies boosted production, online sales remained stuck. With cautious budgets and a desire to grow without losing authenticity, Pearson needed more than a new website—it needed a reason for customers everywhere to care.
As a Creative & Content Lead, I helped unearthed the brand’s most powerful asset: its story. By inviting customers behind the scenes—into the orchard, the kitchen, and the family itself—we created an online website experience as personal and flavorful as the products. Then we paired that with a sharp digital engine to drive awareness, conversion, and long-term loyalty.
The results were pretty sweet. 5X growth in online revenue from $400K to $2MM.
An 8,345% increase in revenue from email.
Creating A New Site Structure And Story
To truly tell the new story, we needed to write new copy, create new content flows and craft new wireframes. We used the new imagery, UX and content to share the history of the farm and drive a sense of freshness, all while funneling users to the content they wanted to discover. Our new UX allowed people to discover the story of the farm while moving further down the purchase funnel to buy products.
Deeper Content & Cross-selling
The old site did not do a good job of utilizing SEO, recipe content, or the opportunity to cross-sell on product pages and other content pages. Through the UX audit, we ensured that each product page had deeper content that would allow for easy discovery of other products, recipes, and stories of the farm. In particular, recipe content became a big driver in increasing time on site, cross-selling, and ultimately a large increase in overall sales and cart size.
Telling the story
through imagery
After crafting the copy and telling the real story of the farm and the family that founded it, I needed the imagery to do the same. We had no assets of their farm, their family, or appetizing content that showed how the product was used in numerous recipes. I proposed a trip to the farm to document their story in a whole new way.
I directed new shoots that told the story of the farm and the family while driving appetite appeal
