A new website for a family run Bury St Edmunds pet shop

Ornamental Fish Farm began in the mid 1980s in converted pig sheds at Fornham All Saints, about 3.6 miles from Bury St Edmunds town centre. Pete, who owns it today, learned the trade from the founder and has kept it to one independent shop. Koi and tropical fish are the speciality, it is an authorised TMC stockist for marine fish and corals, and reptiles, small animals, birds and supplies for dogs and cats fill the rest.

Customers run from someone buying a first tank to reef keepers after a particular coral and pond owners with a koi question. Welfare comes first, the shop holds a 5 star pet shop licence, and the team would rather say "not yet" than make the wrong sale.

A koi keeper, a reef keeper and someone shopping for a rabbit want very different things from the same shop, so each of the 10 ranges needed its own page with something worth reading on it. Fish are the heart of the business, which meant the tropical, marine, koi and pond pages had to carry real guidance rather than a list of stock.

Then there is getting there. People drive in from Thetford, Newmarket, Stowmarket and further to a shop on Tut Hill, and the top of Tut Hill is closed, so a sat nav can send them the wrong way round. Stock changes too, so a call before a long trip is worth the minute.

Each of the 10 ranges has its own page, from tropical fish and marine corals to reptiles, dogs, cats, small animals and birds, and the fish pages carry proper guides: the marine page explains how ordering in from TMC works, and the home page takes a first tank in 4 steps. Around them sit About, a Visit us page with opening hours, the address, A14 directions and a drive times table, an FAQ and a Contact page.

A page for each town customers drive in from.
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‍These are service by location pages: one page per town, each written for the people searching from there, and they came out of keyword research into how people look for a pet shop or aquatics near their own town. Take Newmarket. Its page gives the drive, about 19 minutes via the A14, splits it into its 2 halves, gives turn by turn directions to Tut Hill and adds a "start where your tank or pond is" table, so a koi keeper knows what to ask before setting off. The other 13 towns, from Brandon to Thetford, each get their own.

The site runs on deep navy and warm cream, with sunflower yellow for buttons and bold condensed headings. In place of stock photos there is a full set of custom illustrations: koi among lily pads, a clownfish in its anemone, neon tetras, a bearded dragon, dogs, cats, rabbits and budgies. Practical pieces like the marine set up basics table sit in the same style, the header shows whether the shop is open or closed right now, and on a phone a sticky call bar keeps the shop a single tap away.