Director of Shrewsbury based Information Solutions & The Web Orchard. Blogger on Love Shrewsbury, organiser of ShropGeek.


Wrekin Spirit, a Shropshire based Gin distillery, launch exciting new website to sell their new hand-crafted gin and distillery tours

A 2-year journey from initial idea to gin schools, tours and sales is complete – with a fantastic website to showcase the locally run family business

Wrekin Spirit is an exciting new craft Gin distillery set in a converted cart shed in the beautiful Shropshire countryside. At Wrekin Spirit, every batch of Gin they distill is hand crafted with a unique blend of botanicals, giving their Gin an individual character and natural flavours.

A true family run business, Wrekin Spirit (named after the famous Shropshire landmark The Wrekin) is homed on a 4th Generation family run farm with Isabel Moseley as Managing Director, husband Richard as groundsman and chief barman, with eldest son Harvey and twins Fred and Sam all helping run the business.

Whilst perfecting the making of the Gin, and creating the Gin schools and Distillery tours, Isabel knew she wanted a striking state-of-the-art website that could showcase the Gin, and allow customers to both buy the product and book a tour online quickly and easily.

Based on the recommendation of a local business owner, Isabel appointed local website company The Web Orchard. Isabel comments “I strongly believe in keeping business local and also use recommendations of people that I trust, so I didn’t shop around at all. I met with Peter and Simon from The Web Orchard and was impressed from the outset; they were very likable but professional and grasped from the outset what we were seeking to achieve from the website”.

“Between us we made the decision to appoint a professional photographer for the website images and I’m pleased that we did, as the photos on the new website really showcase both the Gin itself but also the Gin school and distillery tours. The Web Orchard have done a great job with the website build and we have basic editing rights so we can make changes to the content, add products or change prices”

“The feedback about our website from customers has been really good and we are pleased to report that sales of both the Gin and the tours are going well, with no issues to report at all. We are very pleased with the end result.”

 Peter White, Director of The Web Orchard, adds,

“The Web Orchard were delighted to be chosen to build a brand-new website for a much talked about new local business, and Wrekin Spirit were a pleasure to work with throughout the process. The Gin school is a stunning place to visit and we were really excited to be able to build the website for such a great new endeavor.”

To see the new website, visit https://www.wrekinspirit.co.uk

Mystique Lingerie and Swimwear Unveil Brand New, Contemporary e-Commerce Website

33 years in Shrewsbury town centre and have now launched a state-of-the-art e-commerce website to help attract a new target audience

Mystique is Shrewsbury’s premier Lingerie, Swimwear and Nightware specialists situated in a lovely cobbled street, on the corner of Butcher Row in the beautiful historic market town of Shrewsbury.

The business has been trading 33 years and Debbie and Paul Carvell purchased Mystique in April 2019.

Debbie decided she wanted the business to move with the times and attract new customers and a younger demographic, so commissioned the building of a new e-commerce website.

Debbie comments:

“I brought the shop from the previous owners in April 2019. I was previously a primary school teacher so a bit of a career change! When the opportunity arose to buy Mystique, I was excited, having been a regular customer for many years, always dreaming of becoming my own boss and owning my lingerie business was a dream come true. Fashion and design have always been a big focus in my life.

I had a modest marketing budget for the first year and made the decision that Mystique needed to modernise and build an e-commerce website. Our lingerie and underwear are high end luxury products which are usually purchased in person – browsing, touching, feeling – but I knew Mystique needed a modern e-commerce site to broaden our customer base. Of course, a website in theory should mean anyone in the UK or Worldwide could purchase from us, especially if our luxury items start ranking organically in search engines.

Even if the website became an online brochure to browse the products, before a customer came to visit the shop and buy, I decided it was worth the investment.

The walk-in retail market has been a challenge since I took over Mystique. Huge local floods, Brexit and then Coronavirus! Despite this, I pressed on with my initial decision.

Debbie continues, “I chose The Web Orchard after being recommended them by someone who I trust a lot. I met with Pete and Simon and was impressed with what they had to say and being a local company was a real bonus too. I like to keep business local and I could do that with The Web Orchard.

We worked together during lockdown as I knew the retail walk in landscape would change for many months, so I was keen to have the e-commerce platform in place as quickly as possible.

I’m very impressed with the end result – they have delivered a very high quality and visual site, which shows off our luxury lingerie and underwear very well, to a standard where people may have the confidence to buy online.

Pete White, Director of The Web Orchard, adds “We always enjoy working in the fashion industry, especially with high end brands such as those sold by Mystique. The website and products look great and should help support the walk in retail sales and attract additional new customers for Mystique in these challenging times”

To see the new website, visit www.mystique.co.uk

Pickstock Foods Unveil Brand New, Contemporary Website

Pickstock Foods are a family run business with 30 years’ experience in processing quality British lamb and mutton in the beautiful Derbyshire countryside. Their 4 core values are reliability for customers, consistent quality products, prioritising animal welfare and minimising their environmental impact.

With a clear vision of what they wanted from a brand-new website and as a start-up business looking to make an impact, marketing manager Tamara Pickstock wanted an eye catching and fresh 2020 design with sharp images and clear, concise messaging.

“We opened in January 2020 and it was clear from the outset that if we wanted to expand our customer base, a brand new website was essential. As a family business, we love working with and supporting other local businesses. We searched for local, talented website designers in the Shropshire area and came across the Web Orchard.

The Web Orchard really stood out in the tendering process. Firstly, they were really likable people! That will always be important to us. They were very local and just the right size business to work with us, we were confident we would get the regular communication and rapport we were seeking in what would be an important and time-consuming three-month project. We loved their proposal – it was modern, clean and fully recognised our objectives. They had worked with other local agricultural companies so had a good understanding of our industry and what we wanted to portray to our customers.

Their pricing was fair – not the cheapest of the three, but not the most expensive. Whilst we had a budget in mind, we didn’t want to cut corners and compromise the quality, much like the actual products we supply.

Pickstock Foods and the Web Orchard agreed a 12-week timescale from kick off meeting to the website going live, it was important that this was achieved for the start-up business to promote the brand, as many web or IT projects can double or treble in length.

Tamara continues, “The website was ready after 11 weeks and I can’t stress enough just how approachable and helpful Pete and his team are at the Web Orchard. Whoever picked up the phone on the numerous calls knew exactly who I was and knew all about the project and who was working on what aspect. I’m really fussy but so pleased I kept it local and whilst they pretty much got everything right first time, nothing was too much trouble to amend.

I’m delighted and actually pretty proud with the end result. They provided some great training too, so I can post articles and update content.

We are still in close contact with the Web Orchard as we are using their SEO services – it is difficult to rank well organically, especially with a new website, but we are making steady progress with our chosen search terms.  A good business decision all round so far.”

Pete White, Director of the Web Orchard, adds “It was very apparent from the customer the importance of quality and sustainability within the business, we helped craft a modern looking WordPress website to accommodate this. We hugely enjoyed working with Pickstock Foods as their brief and vision was so clear, and we continue enjoy a close working relationship.”

Why now is the perfect time to refocus your E-Commerce Efforts

In March 2017 the UK Government published their Digital Strategy1, the document covers a broad array of digital considerations including connectivity, digital skills, digital start-ups and security. Section 4 talks about ways of helping every British business become a digital business, an area which takes additional importance due to the Covid-19 pandemic.

This spurred a number of initiatives aimed at helping close the digital skills gap and encouraging digital adoption. One initiative is the Productivity Council, established to drive engagement with business and improve productivity through appropriate use of digital technologies, whether this be maintaining an online presence, adopting cloud technologies or selling online.

In 2018, E-commerce in the non-financial sector contributed £688 billion to the UK Economy, rising from £582 billion in 2017 (ONS2). Given the general upward trend and with the Covid-19 pandemic it’s not hard to imagine this topping £1 trillion this year.

Many businesses do e-commerce very well, in fact in 2018, 20.5% of turnover of businesses with 10 or more staff was done online (ONS2). This still leaves almost 80% of business done through traditional means so it begs the question what is holding business back? Why are businesses not as digitally focused as they could be?

There are potentially a number of reasons:

  1. They lack the skills or know how in either setting up an online shop or how to manage the marketing aspects.
  2. They’ve dipped their toes in to e-commerce in the past but didn’t have the success they were expecting or got burnt by an agency who didn’t fully understand their market or offering.
  3. The perception that their customers are not online or looking to buy their products online.
  4. A general low priority afforded to digital transformation.

Covid-19 has presented a unique opportunity, people are having to buy more online. In the online grocery market alone, there is expected growth of 35% to £16.8 billion in 2020 (Mintel3) with other sectors following similar trends.

So what are the reasons for businesses to reevaluate e-commerce?:

  1. Improved technology – the systems and devices we use have improved massively over the past 20 years but a few key areas have specifically helped e-commerce:
    1. Smart phones and responsive websites – with smartphones in almost everyone’s pockets, people have the means to easily buy online wherever they are. This coupled with the move to responsive web design means that sites are designed for a range of devices and screen sizes. This has helped improve usability and as a result conversion rates.
    1. Better e-commerce platforms – many of the large e-commerce providers such as  WooCommerce, Shopify & Magento have become mature platforms. They support all the common features people need to sell online and are expandable into many complex and niche scenarios. This coupled with improved back end systems for functionality such stock management and CRM has made the whole process much smoother.
    1. Improved security – a focus on security across all aspects from payment gateways, browsers, operating systems and e-commerce platforms. This has helped give confidence to consumers.
  2. Decline in physical shop usage – the high street has taken a beating throughout the Covid-19 crisis:
    1. Shops have been closed or have reduced capacity & opening hours.
    1. A change in the way people work, more people are working from home and not in tows and city centres.
    1. Older generations being forced to adapt through shielding.
  3. More accessible ways to reach customers – mature online advertising platforms such as Facebook, Google Ads and LinkedIn make it much easier for businesses to reach their target audience.

So what is next?

The shift in consumer behavior may have long term lasting impact. Habits that people pick up and the ease of shopping online is likely to represent a permanent change. E-Commerce was a growing area already and it looks like this trend will continue and accelerate.

The UK is well positioned with expertise in selling online across the country and the UK government has identified the Digital Economy as a key growth area to support. Consumers are more willing than ever to use e-commerce and improved platforms have made setting up a site easier than ever.

If successful, increased digital adoption could play a crucial role in closing the UK’s productivity gap with its peers.

  1. https://www.gov.uk/government/publications/uk-digital-strategy
  2. https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/ecommerceandictactivity/2018
  3. https://www.mintel.com/press-centre/retail-press-centre/mintel-forecasts-online-grocery-sales-will-grow-an-estimated-33-during-2020

An edited version of this article featured on the Centre for the New Midlands.


A nice retrospective into the rise and fall of Flash by Ars. Back in the mid to late 00’s Flash was an undeniable force and whilst my path took me down CMS technology almost all the most creative websites used Flash in some way.

With the move to mobile platforms it was hard to imagine how desktop browser Flash applications would migrate and it turns out the industry was moving in a different direction anyway. But even with all its weaknesses I can’t help but feel the web lost something with the demise of Flash. Modern usability and accessibility standards exist today in part by the mistakes people made with Flash and it was a truly creative time when almost anything was possible.

Flash is now just a piece of nostalgia – would love to get peoples thoughts on their past experiences…

The Centre for the New Midlands

Back in 2005 I was in my second year of University in Coventry, it was here I met Chris Smith. We both used some of our spare time working for the University showing prospective students around on open days. We would give talks and help them understand what the University and city had to offer.

Fifteen years later and we both have businesses, I’m Director of Information Solutions/The Web Orchard and Chris’ is Director for the Centre of the New Midlands.

Chris’ path had taken him to setting up a thinktank dedicated to the Midlands, a rare yet golden opportunity to help focus on the region’s development and how we can do things differently to build a brighter future.

As part of this vision is the areas digital future, a focus we’ve been able to assist with. In it’s first part, a website for the Centre and moving forward, assistance with digital transformation for businesses and organisations.

Coming out of the Covid-19 crisis the Midlands is going to face a new set of challenges. We strongly believe a number of these can be met with creative IT solutions, whether that will be through increased remote working or innovative web services.

We want to be part of the future success of the region, hence our work with Chris and the Centre has been so important. View website below:

Support Shrewsbury

We’ve had a great opportunity to work with Shrewsbury Business Improvement District in developing the website for Support Shrewsbury https://lnkd.in/gnuq2TT

The site is an online marketplace to give people the opportunity to buy vouchers and products for their favourite Shrewsbury businesses to help boost recovery after lockdown.

We worked on the technical aspects of the project, the challenge with the marketplace was ensuring that vendors had sufficient control over managing their store front and that the site kept an overall look and feel in keeping with the Shrewsbury branding.

The website was developed in conjunction with Shrewsbury BID, providing shops and businesses with income and support during lockdown.


I distinctly remember visiting offices as a child with clocks on the wall with time zones from major cities like London, Paris, New York & Tokyo – so to help with working from home the kids have made some but with meal times on 😂

iOS/Android App Development for Kingston First

Working in partnership with the UK’s first Business Improvement District (BID), The Web Orchard have contributed to the ongoing success of the ‘Keep It Kingston’ campaign developed by not-for-profit membership organisation, Kingston First.

Launched in 2017, the Keep It Kingston scheme offers multiple benefits to members; including free marketing opportunities through which to promote their brands and businesses as well as fantastic benefits for their employees that provide them with exclusive discounts across the town.

Originally launched as a card with a directory of offers on a section of the Kingston First website (which was also designed and built by The Web Orchard), the Keep It Kingston initiative experienced fast success and quickly grew amongst Kingston First’s members and employees; over 13,000 cards were in circulation in 2019. With greater traffic going through the Kingston First website to access information on the Keep It Kingston scheme, the management team decided to reconsider the customer journey that their online users were experiencing, Kirsten Henly, Chief Executive at Kingston First comments:

“As the scheme grew, and following feedback from our members and users, we decided to evolve the scheme and provide a fully digital Keep it Kingston function. Our priorities were to make the scheme more user-friendly and create a platform which enabled understand more clearly how the service was performing and being used. We tasked The Web Orchard with creating a bespoke Keep It Kingston App and a linked website. The Web Orchard were already our existing chosen partner with respect to our main B2B website, so we had no hesitation in turning to them for help with this new project.”

Pete White Director at The Web Orchard expands:

“Further to designing and building the website to enable Kingston First to promote themselves, the town and the businesses within the BID, we very quickly saw an opportunity to increase reach, accessibility and interactivity for the Keep It Kingston scheme via the development of a complementary App. Applicable for iPhone and Android devises, the new App enables Kingston’s business community to quickly and easily take advantage of the array of money saving opportunities developed by Kingston First.”

On the new App and her experience of working with The Web Orchard, Kirsten concludes:

“The new App has been overwhelmingly popular and well received by our members, with 5,000 users on board in just 3 months. It’s one of our most accessed services which is great for both members who have employees using the scheme and for members who are providing offers.

“The Web Orchard team took the time to understand our goals and have translated our brief into an excellent product. We continue to work with The Web Orchard on further developments for the App and benefit from their insight and straightforward approach to problem-solving, alongside supporting us to get the best out of App for our members.

Meet Franz

I want to quickly mention a piece of software I’ve been using for a while – with the increase in remote working we’ve been inundated with various communications software whether it’s MS Teams, Skype, What’s App, Slack or Facebook.

All want to install new pieces of software or fill up browser tabs making it difficult to track where notifications are coming from.

Franz groups the various services together in one application. Simply install then add the services you use – all notifications are then routed through one app (and can be muted) and you know that all your communication is in one place.

Download from https://meetfranz.com