Digital refresh for Adelaide’s only microscale urban farm

Wagtail Urban Farm website upgrade


Wagtail Urban Farm



Low-cost website upgrade
Branding strategy
Social media audit
YouTube & Facebook refresh
Staff training

Wagtail Urban Farm has paved the way for microscale market gardens in South Australia since 2012. But with an outdated website and social media channels, founder Steven Hoepfner wasn’t getting the visibility and following he deserved.

The goals? Make the farm easier to find online, merge two confusing brands into one and tell the farm’s unique story compellingly but simply through beautiful photos and words.

Aiming to spend nothing on tech upgrades if possible, we stuck with the existing free website theme but gave the site a full refresh. I rewrote and redesigned all key pages, sourced brilliant photos taken on the farm (no stock shots here!), and made it clear how supporters could buy produce from Wagtail.

On YouTube, I cleaned up branding confusion, customised the Home and About pages, set metadata to help drive website click-throughs, created playlists and video thumbnail templates, and trained Steven on video best practice.

Facebook had a quick refresh too, to ensure messaging and branding was consistent.

The results

A 70% increase in web traffic, an 11% increase in Facebook followers.

And – wait for it – a whopping 329% increase in YouTube subscribers. :)

“Social media is critical to running a successful business in today’s world; doing it right is no easy task. Koren offers guidance, expertise and tailored assistance with her seasoned experience.

“We’re indebted to Koren and the ease at which she’s helped Wagtail fine-tune our online presence.”

Wagtail Urban Farm's Steven HoepfnerSteven Hoepfner, Wagtail Urban Farm
Wagtail Urban Farm YouTube subscribers
Wagtail Urban Farm Facebook page example