Coffee Crafters

Coffee Crafters Website Redesign Case Study

Host Much recently completed a full redesign and infrastructure upgrade for CoffeeCrafters.com, a leading manufacturer and distributor of fluid bed coffee roasters. This case study outlines the objectives, design approach, technical implementation, and results—highlighting how strategic design and development can improve user experience, performance, and search visibility.

Project Objectives

Modernize the user interface for both mobile and desktop users
Optimize the e-commerce experience and reduce checkout friction
Improve site speed and technical SEO
Migrate to a high-performance hosting environment
Clarify product messaging and navigation for better conversion

Discovery and Planning

Our redesign process began with a discovery phase, where we:

Conducted a content audit to identify outdated, duplicated, or under-performing pages
Evaluated the user journey from homepage to checkout
Identified frequent technical issues related to legacy plugins, slow load times, and cluttered navigation
Interviewed the client team to identify their core audience segments: home roasters, commercial buyers, and educational customers

Design Strategy

Branding & Visual Style

The updated design is inspired by the product’s industrial quality and artisanal market. We introduced:

A refined color palette using deep coffee tones and neutral grays for contrast

Clean typography using sans-serif fonts for readability

A modular layout system to adapt easily across devices

Wireframes & UI/UX Enhancements

Wireframes and prototypes were developed for key templates:

Homepage: emphasized product categories and best sellers
Shop Page: added filtering by price, category, and product type
Product Page: expanded descriptions, tabs for manuals/specs, and conversion-optimized CTAs
Resources Page: included manuals, guides, and an eBook section to serve long-term customers

All layouts were built mobile-first and then progressively enhanced for desktop and tablet viewports.

Development and Hosting

Platform

Coffee Crafters remains on WordPress with WooCommerce, but we rebuilt the theme from the ground up using a performance-optimized framework (Kadence + custom child theme).

Hosting and Infrastructure

Migrated to HostMuch VPS with enhanced caching layers (object cache, page cache)
Integrated Cloudflare (Ready) for CDN delivery and DDoS protection
Implemented server-side compression and browser caching
Reduced HTTP requests by combining stylesheets and scripts

The result is an ultra-fast browsing experience, even on mobile data connections.

Technical Stack Highlights

Lazy-loaded all media assets
Auto-converted images to WebP with fallbacks
Dequeued unused scripts and styles
Integrated custom Gutenberg blocks for flexible page building
Created a staging environment for ongoing updates and testing
Benchmarked against Google PageSpeed Insights for SEO Technicals.

SEO Improvements

We performed a full SEO overhaul:

Ongoing Content and Authority Building.
Created structured data using JSON-LD for products, reviews, and articles
Restructured permalinks for better keyword targeting (e.g., /fluid-bed-roasters/)
Optimized metadata with focus-keywords in titles, meta descriptions, and H1s
Reduced crawl depth by eliminating orphaned pages and consolidating thin content
Integrated XML sitemap and updated robots.txt for better indexation

We also optimized the blog section, now titled “Coffee Talk,” with internal linking to relevant products, FAQs, and conversion pages.

E-Commerce Optimization

Several improvements were made to streamline the online shopping experience:

Added a persistent mini cart with hover-state previews
Implemented one-click checkout options (Apple Pay, Google Pay)
Reduced form fields and automated address lookup via API
Set up automatic review collection post-purchase
Created product bundles and quantity pricing where applicable

Results

Within the first six weeks of relaunch:

Page load times decreased from 3.8 seconds to 1.1 seconds
Mobile conversion rates improved by 28%
Bounce rate dropped by 22% sitewide
Organic traffic increased by 17% due to improved indexing
Support requests dropped for download issues on manuals

Client Feedback

The Coffee Crafters team praised the improved backend usability and performance gains. They also noted a marked improvement in customer feedback related to the site’s clarity and ease of use.

“Web Design by Host Much” is now proudly displayed in the footer of CoffeeCrafters.com, reinforcing our role in the site’s transformation.

Ongoing Work

We are now testing alternate homepage layouts for A/B conversion optimization
An updated email campaign workflow is in development for abandoned carts and upselling
A knowledge base is being created for common setup and maintenance questions
Future upgrades will include YouTube channel integration for offsetting support costs and international marketing & shipping enhancements.

Conclusion

Coffee Crafters’ redesign was a comprehensive project that integrated user-centered design, technical optimization, and scalable infrastructure. The result is a faster, cleaner, and more effective digital presence that supports their growth across both retail and commercial customer segments.

To learn more about what Host Much can do for your brand, contact us today.