Speciality coffee • Website & SEO • London
Making the shop match the venues.
Treelogy Coffee runs four speciality coffee venues across London and roasts its own coffee in East London. The venues were busy. The online shop wasn’t keeping up. We rebuilt it from the product pages down, and conversion nearly doubled.
The story
Four great venues. One quiet shop.
Treelogy opened its first venue opposite Paddington station in 2023. Three years on there are four, at Paddington, Fetter Lane, Kensington High Street and Ludgate Hill, each with its own room and its own regulars.
The coffee is roasted on Treelogy’s own roaster in East London, and the same beans are sold online for people to brew at home.
That’s where the gap was.
The shop had grown piece by piece. Product pages carried thin copy, and search engines had very little to go on. Old coffees that had long sold out were still being linked to. Two of the four venues had no page on the site at all, so someone looking for Treelogy in Kensington landed on the homepage and had to work it out for themselves. A subscription promising “subscribe and save” only saved people money on one delivery option.
None of it was dramatic. All of it was costing sales.
So we started with the store itself. We rewrote every product, tidied the structure underneath and fixed the offers so they did what they said. Then we gave the venues, the best thing Treelogy has, a proper home online.
Once the rebuild was in place, the shop’s conversion rate went from 0.23% to 0.43%. September then became the highest order value month since the shop launched.
Flip it
What we found. What we fixed.
Product pages Before
Thin copy. Search engines had very little to go on.
All 15 products rewritten, with search metadata and proper alt text on every image.
Old links Before
Coffees that sold out long ago were still being linked to.
44 redirects, no chains, no loops. Every old link now lands somewhere useful.
The venues Before
Two of the four venues had no page at all. Kensington searchers landed on the homepage.
A Visit Us hub, plus a page for every venue with live opening status and directions.
Subscribe and save Before
The discount only worked on one delivery option.
The discount now applies to every delivery frequency. It does what it says.
Venue pages
The best thing they have, finally online.
Venue one
Paddington
The first one. Opposite the station since 2023.
- Live open or closed status
- Today’s hours
- Directions and arrival tips
- Structured data for search engines
What we delivered
Three jobs. One shop that works.
Store rebuild
We rewrote all 15 product descriptions, wrote search metadata across 42 pages and products, and gave every product image proper alt text. We halved the homepage weight so it loads faster. We also fixed the subscription discount so it applies to every delivery frequency, not just one.
Venue pages
We built a new Visit Us hub with a live map, a venue finder and a “find my nearest” button, plus a dedicated page for each of the four venues. Every page shows live open or closed status, today’s hours, directions and arrival tips, with structured data so search engines know exactly where Treelogy is and when it’s open. We rebuilt the gift cards page in the same design.
Technical SEO
We ran a full crawl and audit of the site, then built a keyword map for every page. We set up 44 redirects with no chains and no loops, and designed a new footer at half the height of the old one with every link still visible to search engines.
The results
Nearly twice the orders from the same traffic.
A better shop sells more coffee. That’s the whole point.