02 / 06
Earlybird Coffee
B2B wholesale coffee
A roastery that sells to cafés, not to the public. The site had to say so on the first screen and open trade accounts.
On every screen
What the client wanted
- Stop retail enquiries for single bags of beans.
- Explain the wholesale offer to café owners in their language.
- Collect enough detail in an enquiry to quote without a phone call.
- Look like a roastery that supplies serious venues.
How it was achieved
01
Say who it is for, immediately
The first screen names the customer — cafés, carts and vans — so a retail visitor self-selects out before they fill anything in.
02
The offer as a supply chain
Roasting, delivery, equipment and support are laid out as the parts of an ongoing relationship rather than a product list, which is how a venue actually buys coffee.
03
An enquiry that qualifies
The trade form asks for volume, venue type and location, so the first reply can carry a real number instead of a question.
The page, top to bottom
Each band earns its place. Nothing is there because a template had a slot for it.
- 01HeroRoastery to road: the wholesale promise in one sentence.
- 02Our coffeeWhat is roasted and how it is delivered.
- 03Why joinThe case for switching supplier, in plain terms.
- 04SupplyEquipment, training and support that come with the beans.
- 05Latest newsRoom for roast releases and venue openings.
- 06Trade enquiryA qualifying form and a direct phone number.
Skills and tools
- Astro static build
- Content structure for B2B
- Form design and validation
- Performance budget
- Cloudflare Pages hosting
- Wholesale
- Lead capture
- Brand
The process
- 01
Separated the retail story from the wholesale one and dropped the retail half.
- 02
Wrote the page to a café owner rather than a coffee drinker.
- 03
Built the enquiry form around the questions a quote actually needs.
- 04
Compressed imagery so the site holds up on a café’s back-office connection.
- 05
Deployed to Cloudflare with the domain in the client’s name.