agroplanta: Corporate design, website & SEO/GEO.

The challenge

agroplanta sells crop-protection adjuvants, seed-treatment additives and foliar fertilisers in Germany, Austria and the Benelux countries. Its customers — farmers, dealers, advisers — search specifically for active ingredients, crops and application advice. The old TYPO3 website looked about two decades old, was hard to maintain, slow and barely visible in search engines — the presence no longer matched a company that leads in its field.

New corporate design

Before a single line of code was written, we rethought the brand from the ground up: refined the logo and optimised it for digital use, defined a clear colour palette and typography, and developed modern imagery around field, crop and plant. The result is a consistent design system that carries the website, newsletter, social media and print alike.

2024: the first relaunch

In April 2024 we replaced TYPO3 and made the brand fit for the 21st century: an entirely new website design based on the new corporate design, built as a new website with React and Next.js, TypeScript and Tailwind CSS, with WordPress as a headless CMS behind it. The agroplanta team keeps editing content in a familiar backend, while the website itself is fast, modern and cleanly structured.

2026: Payload, SEO & GEO

A good two and a half years later came the second step: anyone looking for knowledge today increasingly asks ChatGPT, Claude or Gemini. We replaced WordPress with Payload CMS — right inside the same Next.js codebase — and aligned the entire platform with visibility in search engines and AI assistants.

• Platform: Next.js 16 with React 19, Payload CMS 3 and PostgreSQL, TypeScript, Tailwind CSS and shadcn/ui components, animations with GSAP.
• Content: product catalogue with pagination, knowledge pages per crop, technical articles with dedicated author pages, downloads including safety data sheets, testimonials and FAQ — all as freely combinable blocks in the CMS.
• SEO & GEO: structured data for organisation, products, articles, authors and breadcrumbs, six separate sitemaps, SEO plugin for titles and descriptions, preview mode before publishing.
• Ordering: an online ordering tool right on the website; orders land in the CMS and are confirmed by e-mail.
• Campaigns: campaigns with a participation form; submissions are collected and evaluated in the CMS.

Newsletter & marketing

• CleverReach connected to the website, with double opt-in and an automatic reminder if confirmation is missing.
• Newsletter templates custom-designed and custom-coded.
• Social media (January 2025): Instagram, Facebook, YouTube and Google presences consistently in the website look — profile and cover images plus three pinned Instagram posts: who agroplanta is, how to reach the team, why buy from agroplanta.
• Google Analytics and Cookiebot integrated.

Operations & quality

• Delivery: GitHub Actions with separate staging and production environments, run via PM2 on a Linux server.
• Monitoring: health-check endpoint, uptime monitoring and an incident log in the CMS.
• Code quality: ESLint, Prettier, Knip, Husky with lint-staged, tests with Vitest and dependency security checks.