E-commerce Website Design

Valley Fig Growers, one of America’s leading fig producers based in Fresno, CA, needed an e-commerce website that reflected the quality of their products and the strength of their brand. Their old site was outdated, difficult to navigate, and failed to support their expanding business goals.

As a freelance web designer and developer, I worked closely with their marketing team to redesign their site—building a modern, mobile-optimized e-commerce experience that connects their rich agricultural heritage with today’s digital marketplace.

Valley Fig’s previous site presented major challenges:

• A dated design that didn’t reflect their premium brand image
• Poor mobile usability and slow performance
• Difficult navigation that hurt engagement and conversion
• Limited flexibility for showcasing recipes, educational content, and new products
• A backend that was cumbersome for their team to update

They needed a solution that could support both brand storytelling and e-commerce growth.

I delivered a comprehensive WordPress redesign focused on both form and function.

Key improvements included:

• Modern Visual Refresh: Incorporated new brand colors and imagery to evoke the warmth and quality of their products
• Streamlined Navigation: Made it easy to explore recipes, blog content, and shop products
• Improved E-commerce Flow: Simplified the path from browsing to purchase for a frictionless customer journey
• Mobile-First Design: Ensured fast, responsive browsing across all devices
• Content Management Flexibility: Empowered Valley Fig’s team to easily update products, recipes, and blog posts internally

The new Valley Fig Growers website now:

• Reflects their brand’s leadership in the fig industry
• Provides a seamless, engaging shopping experience
• Drives higher user engagement and online sales
• Supports ongoing content marketing through recipes and blog articles
• Strengthens brand loyalty among both longtime and first-time customers

The project successfully paired Valley Fig’s rich agricultural roots with a polished, modern digital presence.

“The collaboration with Andrew has been nothing short of transformational for our online footprint. He’s adeptly woven our core values and aesthetic into every pixel of the new design, resulting in a website that our team is proud of and that our customers love to visit. The new site has markedly improved our content delivery and online sales, propelling our digital engagement forward.”
– Linda Cain, VP of Marketing, Valley Fig Growers