Allotment Online

Allotment Online

Allotment Online

Long-Term Digital Growth Partnership

We partnered with Allotment Online from launch, helping develop the brand, design and build the platform, and shape how it supports growers. The site provides seasonal guidance, planners, and partner recommendations for allotment holders, gardeners and beginners. Today we continue to manage strategy, campaigns, SEO and ongoing development, effectively acting as their external marketing department.

The Challenge

Allotment Online was never intended to be a traditional online shop.

The aim was to create a trusted online resource for people growing their own, from experienced allotment holders to complete beginners, balcony gardeners, and even windowsill growers.

The platform needed to:

  • Educate and guide new growers
  • Provide reliable seasonal advice
  • Connect users with appropriate products and suppliers
  • Build long-term engagement, not just one-off visits

This required more than a standard website build. The challenge was to design a digital platform that combined practical advice, planning tools, partner content and product recommendations into one clear, accessible user experience.

Allotment Online

Our Role

Seventy9 effectively acts as an external extension of Allotment Online’s marketing department, providing ongoing strategic and hands-on support across the entire lifecycle of the business.

Brand & Platform Foundations

  • Brand positioning and identity development
  • Website UX planning and full design & build
  • Information architecture for advice-led content
  • Ongoing redesigns and feature expansion as the platform evolved

Content & Engagement Strategy

  • Gardening calendar planning and seasonal content structure
  • Monthly growing planners and advice content framework
  • “What to grow, how to grow, and when to grow” guidance structure
  • User journey planning for beginners through to experienced growers

Marketing & Campaigns

  • Long-term digital marketing strategy
  • SEO strategy and content optimisation
  • Paid social and targeted digital campaigns
  • Seasonal promotional campaigns aligned with the growing year
  • Email messaging and engagement support
  • Partner giveaways through email and social media platforms

Commercial Development

  • Creation and rollout of the Allotment Online partner programme
  • Integration of partner retailers and supplier content
  • Landing pages for campaigns and new ranges
  • Ongoing CRO and performance improvements

The Outcome

Allotment Online has grown into an established and trusted online gardening resource, supporting a wide audience of growers at different stages of their journey.

Rather than a one-off project, this has been a long-term collaboration, evolving the platform, content and marketing activity year after year as the audience and partnerships have expanded.

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