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Client Story

Transforming a farm machinery website

Client Contact:
Digital & Marketing Team

Shelbourne Reynolds has been designing and manufacturing farm machinery in Suffolk since 1972. With a strong focus on innovation, it has built a worldwide reputation and exports more than half of its production to over 50 countries, via a network of 324 dealers.

User engagement results since 2019


support guides views


bounce rate


Avg. time on page

Shelbourne Reynolds website

The Objective

Create a content managed website that showcases the client’s machinery products and provides a searchable library of supporting documents. The amount of content involved means the site needs to be well structured and visually engaging.

Our Solution

Highly customisable page builder.

We built a customised WordPress solution. This enables the client to create multiple highly stylised page templates. Each is specifically tailored to portray key content in the best light.

The site acts as a company information hub, displaying:

  • Key machinery details and data.
  • Dealership locator and information.
  • News and case studies.

3D Machine View.

This provides a 360º view of machines, with a spin control that helps customers see full the machine  from all angles.

Machine Features.

The Content Management System allows a site editor to create content highlighting key machine features. These highlights are layered over an image of the machine and triggered by a mouse hover.

Shelbourne Reynolds website

Technical Data Tables – CSV Import.

Each machine has detailed and highly valuable technical data. We built a custom CSV import tool which makes life far easier and quicker for site administrators than entering data tables by hand. All that’s needed is a correctly formatted CSV and the site does the rest!

In-depth Support Area.

A key part of our solution was building a multi-layered support area. This groups machinery manuals by machine type, model and document type, so site users can easily find the correct version for their equipment.

The Result

Since the site launched in 2019 it has significantly improved user engagement, especially with the support library:

  • 3,384% increase in page views of the support guides directory.
  • 36% drop in bounce rate for the support guides directory.
  • 17% increase in page views across the site.
  • 27% increase in average time on page across the site.


Fellowship have developed and supported our website since 2019. They’ve given us an improved, mobile responsive website that answers frequent customer questions. It’s also easy to maintain and update. Plus it has the flexibility to meet our future needs. Thanks to their proactive suggestions and support, it’s been a pleasure to work with Fellowship.

Richard Whalebelly Head of IT & Business Systems, Shelbourne Reynolds
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