The Farm Soho: website, product structure & SEO

The project at a glance.

The Farm Soho is a co-working brand in New York City with multiple locations across Manhattan. The business covers five service lines — co-working, event spaces, long-term office leasing, turnkey office solutions, and virtual mailbox services.

Each service runs independently but shares the same website, client base and brand.

The virtual mailbox service extends the business beyond New York — clients across the US and internationally use it for a New York business address.

2×organic traffic

Reported after technical SEO fixes.

The challenge

The Farm Soho grew naturally over the years, evolving with new products and services. It started to accumulate inconsistencies, and at some point, the pain of not having a system outweighed the cost of creating one.

Services were called by different names across the system, there were no design standards, and legacy modules created overload for the team and slowed down the process because too much patchwork had compounded.

Co-working, event spaces, long-term leases, turnkey office solutions, and virtual mailboxes — each serving a different audience with different needs, with no clear understanding of how to manage all of that without constant fires. Cross-sell logic was inconsistent, and there was no clear user path between them.

The codebase had accumulated a decade of changes without refactoring. Any update — text, layout, or functionality — required disproportionate development time. Analytics weren't tracking conversions by product, which meant Google Ads had no conversion data to optimize against.

• Hard to tell what the business actually offers — services overlap, names don't match
• Advertising spend with no visibility into what's working or why
• Every website change takes longer than it should
• Potential clients searching for event spaces, virtual offices, or co-working can't find the site
• No way to understand which service drives the most revenue

From chaos to system: product structure, website & SEO

We started by mapping the product line — defining every service, standardizing names, and building a clear hierarchy across all five service areas. With the product structure in place, we rebuilt the website section by section.

New UX flows for each service, dedicated pages for each product, and a purchasing and inquiry system with automated post-conversion emails and CRM integration. The codebase was refactored in parallel — clearing a decade of accumulated technical debt so updates could happen without cascading errors.

Analytics came next. We mapped every conversion point by product type, built the tracking layer through Google Tag Manager, and connected conversion data to Google Ads for the first time — every inquiry attributed to the product and campaign that generated it.

SEO ran across the full engagement. We fixed technical issues that had been suppressing rankings for years, optimized every product page, and built a geo-location content system using Airtable. 500+ pages manageable by a content editor without touching code — built once, scalable indefinitely.

• Defined product line with standardized naming and clear service hierarchy
• UX/UI redesign across all five service areas with dedicated pages and inquiry flows
• WordPress refactoring with proper git system, QA, CI/CD pipeline and staging environment
• Full analytics build — conversion tracking by product, Google Tag Manager, Google Ads integration
• SEO strategy with technical fixes, content optimization, and geo-location page system
• 500+ location pages built and managed through Airtable

The results

Five service lines defined and structured for the first time. A decade of technical debt cleared. Conversion tracking built where none existed. And a geo-location content system that turned products into 500+ indexed pages.

Top 10, NYC Events

No rankings for event venues NYC. Top 10 within four months.

500+ SEO Pages

One product structure scaled into 500+ geo-targeted pages covering New York State.

First Results in Rankings

Virtual mailbox and virtual office hit first page within two months.

2x Traffic Growth

Organic traffic doubled after technical fixes cleared years of suppressed rankings.

Great partnership

The Farm Soho team environment is intense, and that’s part of how they’ve achieved the success they have today. There’s a lot of testing, innovation, and new approaches.

We added more systematic thinking to that environment and made it run more predictably and stably, so TFS can stay focused on business needs and hand off all the tech headache to our team.