Spreyton Cider Co Website Rebuild
Client:
Spreyton Cider Co
Location:
Spreyton, Tasmania
Services:
Brand refinement and colour direction,
Website strategy and custom design,
WooCommerce and event ticketing development,
Custom functionality and technical solutions,
SEO strategy and ongoing organic search support
Platform:
WordPress
Spreyton Cider Co. already had the things you can’t manufacture with a clever marketing campaign. A strong reputation, a recognisable Tasmanian brand, a genuine orchard-to-bottle story and products people actively seek out.
What they needed was an online presence capable of carrying all of that properly.
The existing website had grown alongside the business, but it was no longer keeping pace with everything Spreyton Cider Co. had become. It needed to support online sales, cellar door visits, food, live music, major events and a much broader product range, without making visitors work unnecessarily hard to find what they were looking for.
This wasn’t simply about giving the website a visual refresh. It was about creating a stronger online home for the whole business, then continuing to improve how that online presence performed after launch.
A website trying to do too many jobs at once
Spreyton Cider Co. isn’t one simple business with one simple customer journey.
Some people visit the website because they want to buy cider online. Others are looking for somewhere to have lunch near Devonport, checking what’s happening at the cellar door, searching for live music or buying tickets to a major event.
There’s also the wider orchard story, the growing product range and the practical information people need before planning a visit.
The old website contained much of this information, but the pathways weren’t always clear. Different parts of the business had been added over time, which meant the site no longer reflected how broad the Spreyton experience had become.
The challenge was to give each part of the business enough room without turning the website into a collection of disconnected pages.
Creating clearer customer pathways
The website was restructured around what people were actually trying to do when they arrived.
Rather than expecting every visitor to follow the same path, the new structure makes it easier to move towards the information that matters to them. Customers can browse and purchase products, learn more about the cellar door and food offering, explore upcoming events or understand the history behind the brand without getting lost along the way.
The design was refreshed to better reflect Spreyton Cider Co.’s confidence and personality. Bold typography, large photography, strong contrast and clear visual sections help the website move between products, hospitality, events and the orchard story without losing the broader brand connection.
The goal wasn’t to make the website look polished for the sake of it. It needed to feel like a natural extension of the physical experience people already knew and trusted.
Finding the right colour direction
Colour was an important part of the redesign, but the right direction wasn’t immediately obvious.
We spent time exploring whether Spreyton Cider Co. needed to move into an entirely new colour palette. Several options were considered, but the strongest result came from looking again at the colours already connected to the brand and refining them rather than replacing them.
Better versions of the existing red, black and warm neutral palette gave the website a more confident and cohesive feel without disconnecting it from the brand people already recognised.
That process was useful because a rebrand doesn’t always require throwing everything out and starting again. Sometimes the answer is already there, it just needs to be used with more intention.
Making the online shop easier to use
The ecommerce side of the website also needed more than a cosmetic update.
The product range had expanded, which meant the shop needed clearer organisation and stronger information across its categories and individual products. Customers needed to be able to understand the range, compare their options and feel confident about what they were buying before reaching the checkout.
Product categories, descriptions and page structure were reviewed and improved to make the shop easier to browse. This also created better foundations for organic search, particularly around broader searches for Tasmanian cider, non-alcoholic drinks, ginger beer, limited-edition products and fruit vinegars.
The work wasn’t only about attracting more visitors. It was about helping the right visitors find a relevant page and giving them a clear next step once they arrived.
Giving events the space they needed
Events are a significant part of the Spreyton Cider Co. experience, from regular live music through to larger seasonal and ticketed events.
Previously, those different event types weren’t always easy to understand at a glance. Someone looking for casual weekend music has a different need from someone buying tickets to a major winter event, but both audiences still need to feel as though they’re engaging with the same brand.
The new website brings the events offering together more clearly while allowing larger events to have dedicated landing pages, ticket information and their own visual treatment.
This has made it easier for the team to promote what’s coming up, while giving visitors a much clearer understanding of what’s happening and how to attend.
Building stronger foundations for organic search
Businesses aren’t supposed to stay exactly the same. You may have dropped services, introduced new ones, changed your pricing, found a clearer niche, improved your process, or started working with a different type of client.
That’s healthy. That’s growth doing its job.
The problem starts when the website doesn’t reflect any of it. People are then making decisions based on old information, old positioning, or old offers. They aren’t meeting the business you’re running now. They’re meeting the archived version, which is rarely where the good enquiries live.
Supporting stronger sales and enquiries
The improved website structure and search visibility have also supported more online sales and enquiries.
That outcome isn’t the result of one magic page or a carefully placed button. It comes from making the entire journey easier.
People can find the website through a relevant search, understand what Spreyton offers, move to the right section and take action without unnecessary friction. The online shop is easier to browse, events are clearer and key information is no longer buried within a site structure that has outgrown itself.
The website now works harder commercially because the pieces around it make more sense.
Supporting the wider marketing ecosystem
The website was also developed in collaboration with Spreyton Cider Co.’s marketing team, including consideration of how it would connect with Klaviyo and the wider email marketing strategy.
My role wasn’t to implement or manage Klaviyo directly. I worked alongside the marketing team to make sure the website could properly support their email marketing activity, ecommerce goals and customer journeys.
I continue to provide strategic support in this area, helping identify opportunities, review how the different platforms work together and make sure the website remains a useful part of the broader marketing ecosystem.
The value isn’t in having another piece of software connected. It’s in knowing what role each platform plays and how they can work together to support the business.
Making the website easier to manage
A major part of the project was also improving what happened behind the scenes.
The Spreyton team needed to be able to update products, events and core information without every small change requiring external support. The website was built to be more manageable and practical, with clearer systems for adding and updating content.
That doesn’t mean leaving the team to fend for themselves once the website launches. It means they can confidently handle the everyday changes, while I continue to support the more strategic, technical and time-consuming work.
It’s a much healthier relationship than making a client send an email every time they need to change a date.
Making the website easier to manage
A major part of the project was also improving what happened behind the scenes.
The Spreyton team needed to be able to update products, events and core information without every small change requiring external support. The website was built to be more manageable and practical, with clearer systems for adding and updating content.
That doesn’t mean leaving the team to fend for themselves once the website launches. It means they can confidently handle the everyday changes, while I continue to support the more strategic, technical and time-consuming work.
It’s a much healthier relationship than making a client send an email every time they need to change a date.
The work didn’t stop at launch
A website like this is never truly finished.
Spreyton Cider Co. continues to grow, new events are added, products change and search behaviour evolves. My role has continued beyond the initial build, with ongoing support across strategy, content, SEO, organic search, website improvements and technical maintenance.
There’s a strong focus on building organic visibility over time. That includes reviewing how pages are performing, improving existing content, identifying new search opportunities and making sure the website continues to reflect what customers are looking for.
I also continue to support new product and category content, event pages, strategic website updates and the relationship between the website and the wider marketing activity.
This is where long-term results are built. Launching a website creates a foundation, but continuing to review, refine and improve it is what helps that foundation become genuinely valuable to the business.
The result
Spreyton Cider Co. now has a clearer, stronger and more capable online home.
Customers can more easily understand the business, browse and purchase products, explore the cellar door and food offering, find upcoming events and connect with the orchard story behind the brand.
Organic search traffic has grown, keyword visibility has improved and the website is supporting more sales and enquiries. Behind the scenes, it’s also easier for the Spreyton team to manage and update as the business changes.
Most importantly, it feels like Spreyton.
It reflects a business with deep roots in Tasmania, but one that isn’t standing still. The history, products, people and experiences now sit together in a way that makes more sense for both the customers using the website and the team running it.
Because the real goal was never simply to build a newer website.
It was to create an online presence capable of supporting the business Spreyton Cider Co. is now, then keep improving it as the business grows.
Project questions answered
Was this more than a website redesign?
Yes. The project included website strategy, brand refinement, content structure, ecommerce development, event ticketing, custom functionality and SEO.
What custom development was included?
The site required tailored solutions for WooCommerce, product displays, event listings, ticket sales and seasonal campaigns, all built around how Spreyton Cider Co. actually operates.
Did you create a completely new brand?
No. We explored a new colour direction, then refined stronger versions of the existing palette so the brand still felt recognisable, but more confident and cohesive.
What SEO work was completed?
The work included page structure, headings, internal linking, product and category content, local search optimisation and ongoing organic search strategy.
