Seeded Marketing. Partners first, then a website of its own.

We met Seeded through a client. Zayndu, a Loughborough agri-tech company we’d worked with since 2021, had taken Seeded on as its marketing agency, and in March 2024 it introduced us to Seeded’s founder, Will Charlton. Will grew up on a farm in Norfolk and spent his career in agriculture, at British Sugar, Bayer Crop Science and then Limagrain, where he led the arable marketing team, before starting Seeded in 2023.

Our first job together, that April, was a landing page for Zayndu’s Free Trial Programme. Seeded wrote it and sketched the layout, and we built it, with the sign-up form embedded straight from Zayndu’s own Zoho system, so the team could change the form there and see the page follow. Will was already thinking bigger:

That was the website we’d built for the charity Amigos Worldwide, with a film playing behind its opening. That summer Seeded wrote the brief for a new Zayndu site, with Zayndu’s new brand guidelines and all the copy, and ran the photo and film shoots. We designed the site in Figma and built it, cut a short looping film for the home page from Seeded’s footage, and made Zayndu’s trial results interactive, with sliders to compare treated and untreated plants. Will ran the project with Zayndu’s team, and we joined Seeded’s weekly marketing call.

The new site went live on Wednesday 4 December 2024. The whole story is in our Zayndu case study.

In September 2025 Will asked us for something closer to home: a new website for Seeded. Its first site had been made on HubSpot when the company started, in white and gold under the line “your competitive advantage”. Seeded’s clients now included UPL, Agrii, RAGT and Kramp, and Will’s brief said what the new site had to do:

Will asked for five pages (home, services, team, testimonials and contact) on WordPress, so that Seeded could run the site itself: “We don’t need a huge website, but it does need to look the part.” We suggested the set-up that was already working well for Zayndu, with the promise of “a polished, professional presence that matches your reputation”, and a form in the dashboard for everything Seeded would want to add, from client projects to news.

Seeded said go two days later. Will and Lizzie McLaughlin, who had joined Seeded in 2025 as Creative Lead, began writing the copy “in the same format as we did for Zayndu”, and it took a few weeks longer than planned, for the best of reasons:

In November Lizzie sent us a rough mock-up of the home page, with a question:

We thought so too, and said why:

As Lizzie had said, it was almost a mini-rebrand, so we agreed the palette before anything else, and softened her bright colours so they felt “a bit less primary and a bit more considered”: a deep blue and an ink navy for the dark sections, a sunflower yellow for headings on dark and for the call buttons, and a fresh green for the button that matters most, Book a discovery call. A cream sits behind the lighter sections.

The headings are set in Belwe, a warm, chunky serif from 1913 that matches the lettering of Seeded’s wordmark and has the feel of an old seed catalogue, with Outfit, a clean modern sans-serif, for everything else. The new logo keeps that wordmark and spaces MARKETING out beneath it, in white on dark pages and in mustard on light ones.

Then the line under the name. The old site said “your competitive advantage”, and Lizzie’s mock-up tried “Marketing grounded in agriculture”, which we called a strong line. Before November was out, Seeded had the one that stuck:

1. your competitive advantageUnder the logo since 2023
2. Marketing grounded in agricultureLizzie’s mock-up, November 2025
3. Rooted in Agriculture. Driven by ResultsSeeded’s new line, 26 November 2025. On the site, Results is the word in yellow.

Our creative direction in November was mostly about proof. People choosing an agricultural marketing agency want to see who it works for and what those clients say, so we suggested real client work, client logos “recognisable to your audience”, a bank of testimonials, the services at a glance, and “a really clear call to action”. And a home page that’s easy to take in:

Seeded gathered the proof itself. Will checked with each client before its logo went up, and picked them to show the range of Seeded’s work:

Lizzie asked Seeded’s clients what they thought, and between December and January the replies came back, from LimeX, Agrii, UPL, RAGT and Kramp. The home page also carries a “Featured in” strip of the press and broadcasters where Seeded has placed its clients’ stories, from Farmers Weekly and Farmers Guardian to ITV Anglia and the BBC.

We designed the home page in Figma around that plan, for computer and phone, with our comments on the design for Will and Lizzie to answer, and walked them through it on a video call on Thursday 8 January. It was agreed that afternoon.

Last, the call to action. Lizzie sent Seeded’s booking links and asked us to add them “with our headshots so that people can book appointments with us”. So every page ends with a choice of two people: Will for strategy, technical content and PR, and Lizzie for digital content, social media, design and media buying, each with a 30-minute call to book. The main button at the top of the home page goes straight to Will’s diary.

Seeded wanted film at the top of the home page, and Will made it himself, cut from footage of Seeded’s work for its clients: vertical farms, seed-treatment machines, glasshouses, trial plots and pages from the farming press. He sent the first cut the day after the design call. A film that plays behind a page isn’t watched like other films, so our notes that afternoon started with its very first frame:

That frame is what people see while the film loads, and for longer on a slow connection. The rest of our notes:

• Keep the action in the middle: a phone shows the centre of the picture
• Faster cuts, two or three seconds a clip
• No more than 30 seconds, because it loops
• Show the magazine pages briefly, zooming in with a transition
• Leave the sound out: the film plays silently, under a dark overlay that keeps the words readable

Will and Lizzie reworked it, and Lizzie sent the new cut on 20 January. The film on the site opens on a drone shot over trial plots on a hillside, with one person walking between them: a first frame that stands on its own, and the picture that shows the moment the page opens.

The page stays quick with the film playing. In Google’s Lighthouse test the home page scores 100 for speed on a computer and over 90 on a phone, with 100 for best practices and for SEO.

On 20 January Will and Lizzie spent a day gathering what the site still needed: the last testimonial, their headshots and booking links, and new words for the About page, which followed the next day. Will also set a date:

We’d put a few stock photos in to keep the pages moving, and the next day Seeded sent its own to replace them: hens, a calf, pigs, sugar beet being drilled, a new potato crop, a wheat field, trees being planted. They’re Seeded’s pictures of real farms, and they now fill the banners at the top of each page.

On the morning of Friday 30 January we sent Seeded the new site for a last look, with a suggestion:

That day the address moved over to the new site, its email was set up and tested, and the team went on. When Will asked for Gowan’s logo to join the strip of client logos, it went up the same day.

Ten days after launch the second phase was ready: a services page, a page for each member of the team, testimonials, news and a contact page, all on the menu. Seeded adds case studies, news, team members, testimonials and client logos itself, each from a simple form in the dashboard. We wrote the first news story, Lizzie’s arrival at Seeded, from one of its LinkedIn posts, so there was an example to follow.

There’s a guide as well: a page of instructions for Seeded’s editors, linked from the dashboard, with a large Admin instructions button at the foot of every page for anyone logged in. We offered to walk the team through it on a call too.

Since then we’ve hosted the site and kept it up to date, with weekly reports on the contact form and the site’s email, and changes whenever Seeded asks: in May, for instance, Will’s title on the team page became Managing Director. And the partnership keeps growing: Seeded has since sent more agri-tech work our way, “because of the work you did on our website”, as Will put it.