Freckled Fox Cafe

WordPress Development & Local Search

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Freckled Fox Cafe. Custom coded WooCommerce online ordering.
Project Details

Client: Freckled Fox Cafe

Date: November 15, 2018

Features: Dynamic content, SEO, content marketing



The Freckled Fox Cafe is a coffee shop and bakery located in downtown Florence, Massachusetts. Owned and operated by husband and wife team Tom and Kitty Johndrow, their mission is to provide community support through the use of locally sourced ingredients and by participating in civic initiatives.

In addition to local favorite Dean’s Beans coffee, they offer a variety of scratch-made baked goods, teas, hand-crafted sandwiches, soups, and salads. The Freckled Fox Cafe also has a unique and inviting children’s playspace. They donate a portion of their food to local people in need through their Cup of Kindness program.

Tom and Kitty contacted Hungry Ghost Consulting because their website was under-performing. Having attempted to build it themselves, they frustrated by the WordPress learning curve. Also, they weren’t appearing in local search results but had no strategy for improving SEO.

We were contracted to redesign their site with an emphasis on ease of use and SEO. There are also plans to add an online ordering system that syncs WooCommerce with Square POS.


The original website was poorly designed and confusing. Users would lose track of where they were due to a lack of visual flow and problems with disorganized information. Tom built the original site, but it was Kitty’s responsibility to update content. She was overwhelmed by the task because of the complexities of the WordPress backend.

There was an SEO plugin installed, but only the default settings were enabled. As a result, there wasn’t any on-page SEO. Contact information, location, and store hours weren’t readily accessible.

Hungry Ghost Consulting was asked to come up with a design that placed a priority on showcasing menu items and other features of the cafe. The UX was to to be updated to create a flow that allowed easy access to their menu and contact information. Also, Kitty had to have a way to easily add, edit, and delete menu items, news items, and events without accessing the backend of the site.

Tom requested a complete on-page SEO overhaul with an emphasis on local search and social media integration. He also wanted to provide opportunities for customers to sign up for a mailing list.

Lastly, Tom and Kitty asked us to install analytics and monitor traffic on the site.

In the future, we plan will be to create a custom online ordering system using WooCommerce that syncs with their in-store POS.


WP Design

The Freckled Fox Cafe website features a warm coffee shop vibe. The homepage highlights its offerings and amenities. There are multiple opportunities to access the menu. Animations create visual interest. The color palette originates from the logo and includes the rich browns and golds from coffee and baked goods.

WP Development

The homepage features a popup that displays another signup form and dynamically generated news items from the News & Events. The menu and news pages include specially designed forms that logged in users can use to add, edit, or delete items without having to access the backend of the site. There's also a custom built calendar for music and events at the cafe.


Every page and post has a custom title and meta description. Images now have proper alt tags. The homepage and contact page include Schema markup. The footer of each page shows the store location, map, contact information, Facebook feed, and links to social media. The site appears on the first page of organic search results for long-tail keywords related to location.


There are multiple opportunities for users to signup for the Freckled Fox Cafe mailing list. Signup forms link to a MailChimp account that has a custom designed HTML newsletter template. Emails periodically sent to fans include recipes and special offers. Google My Business reviews are scraped daily and displayed on the homepage. Freckled Fox Cafe uses Facebook extensively; there's a Facebook feed in the footer and opportunities for liking and sharing news items and posts



Increased Traffic From Organic Search
Bounce Rate
ROI After 6 Months

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