A replatform that paid for itself in fourteen weeks
Fernhill & Co
Open the live demo →conversion rate on unchanged ad spend
+34%
mobile LCP, down from 6.2s
1.4s
for the build to repay its own cost in margin
14 wks
The problem
§ 01Fernhill sells premium homeware with a brand built over twenty years — and a website that loaded like a free theme from 2017, because it was one. Mobile LCP sat above six seconds, and paid traffic was converting at half the category benchmark.
The marketing team's hands were tied: every layout change needed a developer, every promotion broke something, and the agency retainer they were paying produced slide decks faster than fixes.
The build
§ 02We rebuilt the storefront headless — Next.js in front of their existing commerce backend, so inventory, orders and fulfilment didn't move. That single decision cut the migration risk that had stalled the project for two years.
Design was rebuilt around the product photography Fernhill already owned: fewer sections, bigger imagery, and a checkout path stripped of every step that analytics showed was bleeding buyers.
Performance was the project, not a phase. Image pipelines, font subsetting and edge rendering took mobile LCP from 6.2s to 1.4s — and the conversion data did the rest of the argument.
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