Website Redesign

The Retro Radio Farm Revamp: How to Think about a Website Redesign for Your Ecommerce Store

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 Retro Radio Farm twangs on my nostalgic nerves.
They collect & sell vintage radios you would find in the 1950s and 60s.

They even offer their radios with Bluetooth MP3s, with an Amazon Dot already installed, repair & appraisal services, and more.

Images from Retro Radio Farm

Images from Retro Radio Farm

But after skimming over their website, here are a few changes I would make off the bat.


This is what’s going through my head when I look at the website, at first glance:

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1 — That background is distracting!

The main show is — and should always be — the product you’re selling.

The design of your website should help accentuate your products in a style that fits your audience’s, and brands, persona.

“Fit your audience’s, and brands, persona”? What does that mean?

When I think of vintage radios I think of women who dress like this:

And people who subscribe to Burlesque Baby and who’s dream car is in the realm of a 1949 Buick Roadmaster convertible.

Image from  CNN Money

Image from CNN Money

This kind of thinking, where you imagine your customer’s and your brands persona, is called a “Customer Avatar”.

That’s when you can nail down certain traits about your IDEAL customer and the kind of person who is most likely to purchase your product or need your services.

Traits such as:

  • What other online stores do they shop at?

  • What blogs, online platforms, facebook groups, reddit groups, do they hang out in?

  • What festivals do they attend?

  • What’s their age range?

And you do this to make sure that you’re targeting and promoting your product and services to the right people, instead of shotgunning it out to everyone hoping it gets to the right person.

In case you can’t read my hieroglyphics handwriting, on the bottom it says, “Or the faster route — where you bypass those who aren’t interested in your product or service and go directly to those that are”.

In case you can’t read my hieroglyphics handwriting, on the bottom it says, “Or the faster route — where you bypass those who aren’t interested in your product or service and go directly to those that are”.

2 — Wait, is this a vintage radio shop or an ACTUAL farm?

The reason I ask if this is an actual farm is the “Yee-haw” with the image of a farm as their standing logo.

Get how that can be confusing to a person who, for the first time, landed on the website?

And when you have 6–7 seconds to grab someone’s attention after landing on your website — you better make it loud and clear:

  • Who you are

  • And how you can solve their problem — without there being ANY confusion.

3 — You were featured on CNN?! Whaaaaaa?!

You can’t see me, but let me get that slow clap started for you.

Well done!

And when I look at all your accolades, you’ve been featured in some majorpublications, podcasts, and articles.

With that being said, why aren’t those front and center?

When you’re featured on ANY platform — whether they:

  • Quote you

  • Feature you

  • Have you as a guest

You can display their logos on your website saying something to the effect of:

You’ve seen this before. 
It’s called “Social Proof”.

And to your audience that respects these publications, it gives your work and experience a boost in clout.


Before & After

Before & After

The ‘After’ website is a mockup I quickly created in Shopify (it’s not live).

What did I do?
I simplified it.


  • One of their products, the name of the company, and what they do. 
    I came up with the subtitle“The vintage look with todays surround sound”.

I’m not 100% sure if surround sound is relevant to these products, but let’s just go with it.

  • A Call to Action (or CTA).
    You don’t have to put a CTA at the top of your website. As Unbounce stated:

“Not to say that placing your CTA above the fold is wrong, most of the time it’s a good idea. But you shouldn’t be afraid of experimenting...


  • The logos of some of the publications, or platforms, where they’ve been featured. 
    As an example, to find the CNN logo I simply did a Google search “cnn logo” and this came up.

Select “Images” at the top, and pick the image you’re looking for.
Then simply download or take a screen shot, saving it to your desktop.

And if you’re looking for one with a transparent background — just type in “cnn logo transparent”.

The images may not look like they have a transparent background, but click on a few with the white backgrounds. 
The white turns to the checkered background once they finish loading.


This is something small, and it’s a design choice really.

But I chose images that were with the radio angled towards me.
Going for a little repeated symmetry.

This way the product photography looks intentional.


  • Product descriptions.

  • Connecting their Shopify store with their Facebook/Instagram.

  • Facebook/Instagram ads.

  • Collaborations/Microinfluencers.

  • Distribution strategy.

Don’t fret. In the 29 other analyses I do, I’m sure we’ll cover each of these topics.


(Because I threw a lot at you)

1 — Don’t get caught up designing your online store. I would say, no more than 2-days. To start, do yourself a favor, and keep the design simple.

2 — Get straight to the point. You have 6–7 seconds to tell people what you have to offer and why they should care. Don’t use fancy words, and again, keep it simple.

3 — Create a customer avatar of your ideal (most likely to buy) customer. Answering the questions: Where do they hang out online? What’s the age range of my customer? What influencers do they follow online?, etc.

4 — Show off your accolades. If you’ve been featured in a newspaper, magazine, publication, podcast, etc — post that on your website front and center.


I’m keeping my fingers, and toes, crossed that you found this article helpful. If you feel your website has these same issues, I’ve composed how you can easily change it — and why it’s all upside for you.

I gotta say, I’m a fan of Retro Radio Farm.

In fact, I saw this in their “About Us” page:

I am an electrical engineer and IT industry professional for over 20 years. Repairing, restoring, and tinkering with these old radios is a hobby of mine. I repair these old radios out of my garage workshop located in Connecticut USA. I have sold hundreds of these old radios over the years.

I find this individual incredibly endearing and I wish them all the best of luck whether they go with my changes or not.

Hell, they’ve appeared on CNN and Chris Guillebeau’s podcast!
They’ll be fine. 👍🏾

Though my theory, if they we’re to take on these changes, is that they would slowly see an increase in sales — whether it be for repairs, add-ons, consulting, or to purchase a radio device.

And it won’t be a large increase in sales. 
It never usually works that way.

It’s more steady than anything. 
Incremental upticks. 
But an uptick nonetheless.

. . . . .

Welcome to my personal #7in30 challenge.

During this challenge I’ll be looking over (1) Instagram account and/or Shopify store every few days for 30 days , to analyze what they’re doing that’s great, and what they could improve on to increase brand awareness and/or their bottomline.

This series is designed to give ecommerce business owners, and anyone who is looking to build their brand, a springboard for your online & social media strategy — no matter what industry you’re in.

This series is suited for the beginner, or a seasoned business that’s finally taking their social media strategy seriously.

Retro Radio Farm is #1 of 7

. . . . .

What’s a piece of advice about website design that you wish you knew when you built your FIRST website?

Share your words of wisdom (and have a ‘look how far I’ve come moment’) with the community below.