Little Freddie

The challenge

Little Freddie had outgrown their Shopify website. The site was packed with information — but none of it was easy to find. Navigation was bloated, the homepage lacked a clear value proposition, and the layout felt cluttered with too many blocks competing for attention.

Behind the scenes, things weren't much better. Page loading speeds were poor, there were 21 accessibility errors on the homepage alone, and the site's carbon footprint had earned it an F rating on Website Carbon Calculator — releasing 1.02g of CO₂ per page view. SEO was under-optimised, product pages weren't clickable from the homepage, and Google Analytics was active but barely being used to inform decisions.

For a brand that prides itself on doing right by parents and the planet, the website wasn't reflecting that mission.

What we did

We carried out a full visual refresh and rebuild — moving the marketing site from Shopify to Webflow, with a lightweight Shopify subdomain kept purely for direct-to-consumer bundle sales.

The project kicked off with a detailed website audit and strategy phase. We mapped out every issue, from navigation and content hierarchy to SEO gaps and performance bottlenecks, then built a clear plan of action.

From there, the work included:

• Strategy and wireframing — A complete restructure of the site's information architecture, simplifying the menu, defining a clear content hierarchy and designing a new homepage flow that puts products, stockists and trust signals front and centre.
• Design and development in Webflow — A fully responsive redesign from mobile to desktop, with playful, on-brand illustrations, interactive carousels, and a streamlined CMS dashboard so the Little Freddie team can easily update content themselves.
• Pages built — Homepage, Our Range, individual product pages, About, Parenting Hub (blog and weaning articles), Ingredients, Our Impact, FAQs, and policy pages.
• Technical SEO — Updated meta titles and descriptions, resolved 404 errors, optimised page structure and implemented proper keyword targeting across key landing pages.
• Performance and sustainability optimisations — Compressed assets, clean code, renewable energy hosting and a focus on keeping every page as light and fast as possible.
• Analytics and tracking — Set up privacy-friendly analytics via Plausible and Umami, Google Search Console monitoring, and Shopify buy-button integration via Google Tag Manager.
• Content migration — Moved all existing blogs, recipes and product content across to the new platform, restructured for clarity and SEO.
• Training and onboarding — Walked the team through their new CMS so they feel confident making day-to-day content updates.

The results

The numbers speak for themselves:

• 143% faster homepage loading — from sluggish to snappy, creating a significantly better experience for every visitor.
• 100% reduction in accessibility errors — from 21 errors on the homepage down to zero.
• 85% reduction in carbon footprint — CO₂ per page view dropped from 1.02g to just 0.15g, and the site is now hosted on renewable energy. Carbon rating upgraded from F to C.
• 20% increase in Google clicks and a 24% increase in impressions within the first month post-launch.
• Organic search became the top traffic source, with parenting hub articles ranking as top landing pages.
• 5% newsletter conversion rate on the Parenting Hub page.
• 3x increase in clicks for the dairy-free range page.
• Consistent add-to-cart and checkout conversions on the weaning bundle throughout the support period.

Beyond the build

After launch, Little Freddie joined a Growth and Support plan — a monthly retainer covering ongoing web design, development, SEO monitoring, analytics reviews, performance checks and content optimisation. Each month includes a detailed report breaking down what's changed, what's working and where to focus next.

Little Freddie is left with a website that doesn't just look the part. It works harder, loads faster, ranks higher and leaves a lighter footprint. Exactly what a brand like Little Freddie deserves.