Everything for our kickoff in one place: where the project stands, what the current-site audit found, three visual directions to react to, and the decisions that unlock the build. Tap answers as we go — nothing is final until we agree it is.
Approved & funded. Proposal v3 is the agreed scope; the 50% deposit (€3,600) is received. Trust elements were added at no extra cost. No new third-party app costs are planned.
Access is live. Shopify admin (collaborator) and Google Analytics (Editor) are granted and accepted. Still open: Zoho Creator API credentials, and any images/texts via the Dropbox upload link.
Timeline. A focused ~3-week build targeting launch in the first days of July — before Stephanie's house move and well before Andi's departure in August. Today's decisions are what make that possible.
| Time | Topic |
|---|---|
| 10:00 | Intros & recap — team handover, working rhythm, timeline |
| 10:20 | What the audit found — quick tour of the current site's strengths & gaps |
| 10:35 | Structure session — new navigation, page structure, redirect decisions (the big block) |
| 11:30 | Subscription form — walk the decision tree, confirm fields & recipient |
| 12:00 | Design direction — react to the three concepts with Miriam |
| 12:30 | Content plan — who writes what, blog launch set, Vienna deadline messaging |
| 13:00 | Logistics — Zoho access, review cadence, next milestone · wrap by 13:30 |
Three deliberately different takes on the new homepage — same content, same products (your real photos and prices), three personalities. None of them is "the design"; they exist to find out what feels like you. Mixing and matching is encouraged.
Best on a laptop, side by side with this page. Each concept has a bar at the top to jump between them.
Warm & handgemacht — the farm shop feeling. Honors the current handwritten brand character.
Modern & lebendig — contemporary farmers-market energy, bold type, sticker badges.
Editorial & ruhig — photography-forward slow-food craft, calm and premium.
Which direction feels most like Gutes vom Gutshof?
Honest beats polite. "Concept 2's energy with Concept 1's warmth" is a perfectly good answer.
I audited all 32 indexable pages of the current site plus its technical stack on 10 June. Headlines first, detail in the fold-outs.
Home
Gemüsekisterl Abos ▾ Jetzt abonnieren · Wie funktioniert das Abo? ·
Liefergebiet & Abholstellen · Kunden-Portal
Unsere Produkte ▾ Online Kaufen · Was produzieren wir? · Fermentierung ·
Microgreens · Bio-Pilze
Unsere Vision ▾ Regenerativer Anbau · Was bedeutet Saisonal? · Fotogalerie
Kontakt & Besuch ▾ Kontakt · Märkte und Ab-Hof
18 pages, 8 collections (only reachable via "Online Kaufen" — none in the nav), 45 products, 1 empty blog. Proposed new top level: Shop · Gemüsekiste · Über uns · Blog · Kontakt.
Every page that moves gets a 301 redirect so existing Google rankings and bookmarks carry over. Items marked ? are today's decisions.
| Current | New home | |
|---|---|---|
/pages/wie-funktionierts | Gemüsekiste page | |
/pages/abonnieren | Gemüsekiste → Abonnieren | |
/pages/liefergebiet-und-abholstellen | Gemüsekiste → Lieferung | |
/pages/regenerativer-anbau | Regenerative Landwirtschaft page | |
/pages/kunden-portal | New customer portal | |
/pages/contact | Kontakt | |
/pages/unsere-produkte | Shop hub (copy reused for categories) | |
/pages/saisonal-kisten-inhalt | Into Gemüsekiste page | ? D6 |
/pages/fermentieren | Blog cornerstone article | |
/pages/microgreens | Blog article — or shop? | ? D4 |
/pages/bio-pilze | Blog article — or shop? | ? D4 |
/pages/markte-und-ab-hof-verkauf | Own page — or into Kontakt? | ? D3 |
/pages/bildergalerie | Gallery section on Über uns | |
/pages/testimonials | Über uns (page is currently blank) | ? D12 |
/pages/impressum · /agb · /datenschutzerklarung | Keep, content refresh | ? D13 |
/collections/all | Shop hub | |
/collections/fermentiertes | Shop → Fermentiertes | |
/collections/aufstriche · /chutney · /sugo-tomatenmark · /verarbeitungsprodukte | Consolidated category | ? D5 |
/collections/cracker-und-samen | New category home | ? D5 |
/collections/gutscheine | Gift-card product page | ? D5 |
/blogs/news | New blog (current index is empty) | |
/products/* (45) | Unchanged — preserves rankings & feeds |
Sixteen items, roughly in meeting order. Recommended options are marked — but they're recommendations, not requirements.
One redirect in the proposal points to a page that doesn't exist.
The proposal redirects "/collections/frontpage" — the live site doesn't have it. The fermented collection is /collections/fermentiertes.
Short URLs: what Shopify can and can't do.
Shopify always keeps /pages/… and /collections/… in the real URL. Clean short addresses like gutesvomgutshof.at/gemuesekiste absolutely work — as instant forwards (great for print, flyers, Instagram bio) — but the address bar will show the full form.
Märkte & Ab-Hof-Verkauf — where does offline selling live?
The Saturday Genussmarkt in Retz and Ab-Hof hours are core local-search content ("hofladen retz", "bauernmarkt retz"). The proposed navigation doesn't have a slot for it yet.
Microgreens & Bio-Pilze — will either be sold online?
Today both pages are education-only (order via portal/phone; microgreens only for Abo/market customers — the page is a dead end). The answer decides: shop category with products, or beautiful blog articles.
Consolidate the small collections?
Today: Chutney (3 products), Sugo & Tomatenmark (3), "Verarbeitungsprodukte" (13 — a producer word customers never search). Three thin categories under three inconsistent names.
"Was bedeutet saisonal?" — merge into the Gemüsekiste page?
The seasonal box-contents overview (what's typically in the Kisterl per season) feels like it belongs on the box page itself, not on a separate page.
The new subscription form — confirm the flow.
Planned decision tree: ① box size S/M/L with prices → ② one-time vs. recurring (one-time hides abo fields) → ③ postcode check → ④ pickup vs. delivery (pickup shows station picker + pickup-person name) → ⑤ date picker showing real delivery days → ⑥ add-ons (eggs, ferments, spreads). Submissions arrive by email for personal onboarding — exactly how you work today, minus the widget.
Zoho Creator — credentials & cutover.
The current Kunden-Portal page embeds your Zoho Creator app. For the new portal I need API access (or at minimum the app structure) — and we should agree how existing subscribers who bookmarked the old page transition.
Swap, pause & add-on rules for box customers.
The portal lets customers swap items, pause deliveries, and add extras. What are the limits? (e.g. max 2 swaps per box from a fixed list, pause up to 4 weeks, add-ons until Monday 16:00.)
Vienna deliveries end 29 July — and the new site launches right around then.
"WIEN: Lieferungen noch bis 29.7.2026" is hardcoded in at least three places today. The new site gets date-aware announcements (set an end date once, messaging switches automatically). But: what happens to Vienna after 29.7.?
"Bio" wording on the fermented products.
The kimchi page currently says the fermented line is "noch nicht bio-zertifiziert" while names and navigation lean on "Bio-". For the rewrite (and the machine-readable product data) the wording must be accurate.
Do real customer testimonials exist anywhere?
The testimonials page is completely blank today (the content may have been lost in an old page-builder). If quotes exist — emails, Google reviews, market conversations — they become social-proof sections across the site.
Who updates Impressum, AGB & Datenschutzerklärung?
The Datenschutzerklärung needs updating to current law and the actual tracking on the site; the AGB shows full bank details as plain text. I can refresh from solid templates, but legal sign-off is yours.
Blog launch set — what goes live on day one?
The blog shouldn't launch empty. Planned migrations: the fermentation guide (cornerstone), possibly Saisonal and Microgreens. Plus ideally 1–2 real recipes. Who writes recipes — farm kitchen, Miriam, later?
Trust signals — owned or badge service?
In scope at no extra cost either way. My take: for a farm selling its own harvest, real signals (Bio certificate + AT-BIO control number, the family/farm story, secure-payment logos, real reviews) beat a paid third-party badge subscription.
Technical housekeeping I'll do unless you object.
Remove the duplicated Google Ads tag (it fires twice today) and route all tracking through the official channels; keep the Shopify-native cookie banner; retire the four page-builder apps once their content is rebuilt natively (saves their subscription fees if any are paid).
| Content | Owner | Needed by |
|---|---|---|
| Lifestyle / process images → Dropbox | Erna / Miriam | Week 1 |
| Text edits & new copy (copywriting sits with you per proposal) | Miriam | rolling · final Week 2 |
| Recipes for the blog launch | tbd today | Week 2 |
| Vienna deadline + pickup-station data confirmed | Erna | Week 1 |
| Zoho Creator access | Erna / Andi | Week 1 — gates the portal |
| Review feedback on staging | Miriam | within ~48h each round |
| Week | Dates | Focus | You |
|---|---|---|---|
| 1 | 12–18 Jun | Theme build-out, new structure on a development copy, homepage, subscription form v1 | today's decisions · assets |
| 2 | 19–25 Jun | Inner pages, shop, blog seed, portal, delivery map, content migration | final texts · Zoho · staging review |
| 3 | 26 Jun–2 Jul | Redirects, analytics cleanup, trust elements, QA, training material | final approval |
| 🚀 | ~2/3 Jul | Launch (mid-week) + 2 weeks support |
The one real risk: if Zoho access slips past week 1, the portal becomes a fast-follow after launch — the launch itself doesn't move.