The Farm Soho: website, product structure & SEO for a NYC co-working brand
The Farm Soho is a co-working brand in New York City with multiple locations across Manhattan. The business spans five service lines — co-working, event spaces, long-term office leasing, turnkey office solutions, and virtual mailbox services.
Timeline
→ Product structure & UX
→ WordPress refactor + CI/CD
→ Analytics & SEO build
Industry
Commercial Real Estate
Flexible Office Space
Team
Full Stack Engineer
UX/UI Designer
SEO Strategist
Analytics Specialist
Budget
Our Expertise
Web Development
SEO
Product Structure
Analytics
Standardized product line
Every space defined, named, and structured the same way across the whole site.
Live pricing by space & day
Rates update by venue, weekday, and duration.
Inquiry → purchase flow
Booking with automated post-conversion emails and CRM sync.
The problem
Challenge
- Hard to tell what the business actually offers — services overlapped and names didn't match across the site.
- A decade of un-refactored code meant every change — text, layout, or feature — took disproportionate development time.
- Analytics weren't tracking conversions by product, so Google Ads had no conversion data to optimize against.
- People searching for event spaces, virtual offices, or co-working couldn't find the site — years of technical SEO issues suppressed rankings.
- No clear path between the five service lines, inconsistent cross-sell logic, and no way to see which service drove revenue.
What we delivered
Results
- Mapped and standardized the full product line — every service named consistently with a clear hierarchy across all five areas.
- Rebuilt the site section by section: new UX flows and dedicated pages per service, with inquiry and purchase flows, automated post-conversion emails, and CRM integration.
- Refactored the WordPress codebase and added a proper git workflow, QA, CI/CD pipeline, and staging environment — updates without cascading errors.
- Built the analytics layer in Google Tag Manager — conversion tracking by product, connected to Google Ads so every inquiry is attributed to its product and campaign.
- Fixed years of technical SEO issues, optimized every product page, and built a 500+ geo-location page system in Airtable that a content editor manages without touching code.
Max Tymoshyn
Founder, The Reach Bureau
“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.”
500+
SEO location pages, managed without code
Multi-space pricing
Add floors and the capacity and price update instantly.
Space estimator
Prospects size and price their space before they inquire.
It’s me, Max.
I’ve been building websites for 9 years, now lead a team that helps businesses build and scale them.
I spent the first 6 years of my career as a developer, but always worked around the marketing side — design, SEO, and ads were always part of the process.
Today, we’re a team of 24 SEO specialists, developers, and designers who’ve worked across fast-moving tech and product launches.
We merge SEO, design, and engineering into one streamlined process — built for brands, ecommerce stores, and market leaders.
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