Case Study · Heritage Meats · Amherst Junction, WI
A family farm, built into a brand people reorder.
Seven generations of the Lutz family have lived on and worked the same Amherst Junction land since 1885. Since 2014 we've been their marketing team: brand, business plan, website, store, film, search and social. The result is a farm Wisconsin families find, buy from online and come back to.
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The Arc
More than a decade.
One farm, one brand, built to last.
Most farms sell to whoever is nearby. We set out to make Lutz the farm Wisconsin families seek out by name, then made it easy for them to buy, come back and tell their friends.
The brand
A black-and-white heritage identity built on seven generations and the farm's 1885 roots.
The store
The first online order. Beef shares sold by deposit, straight from the farm.
The breakout
Online orders more than doubled as search started bringing in new families.
The range
Pastured pork, then Akaushi Wagyu, joined the beef. Orders nearly doubled again.
The record
The best year in the farm's online history, and its best quarter.
What We Built
Six pieces.
One system that sells beef.
A heritage brand
The Heritage Meats seal, a strict black-and-white system and a voice rooted in faith, family and land. It reads as a farm with history, because it is one.
A business plan
The plan behind the growth: products, pricing approach, channels and funding, written to support expansion and grant applications.
A store built for bulk
Quarter, half and whole shares sold by deposit online, with on-farm pickup, local delivery and a Milwaukee route. No calculators, no surprises.
The Heritage film
A short film that tells the family's story, from the old dairy barn to today's pasture. It does the work a sales call can't.
Search that finds buyers
More than 45 journal articles and buyer-intent pages, plus local business and review schema, so the farm shows up when Wisconsin families search to buy.
Social and reviews
Facebook and Instagram that keep the farm in front of past buyers, and a reviews page that lets customers close the sale for us.
Site Walkthrough
Walk the buyer's path.
Five screens, in the order a new family meets them.
Site Walkthrough01 / 05
01Front door
Heritage you can see at a glance.
The seal, the black-and-white palette and the family on their own land. In five seconds a visitor knows this is a real farm with a real history.
- Established
- 1885 · 7 generations
- Palette
- Black and white only
- Platform
- Squarespace
Front doorOpen live page →
02Heritage film
The story, told on film.
Vintage-style footage of farm life carries the brand's promise better than any paragraph: eat the way our grandparents did.
- Format
- Short brand film
- Used on
- Website and social
- Job
- Build trust before the sale
Heritage filmWatch on the site →
03Beef shares
A big purchase, made simple.
Buying a quarter of a steer is a big decision. Each share lists exactly what goes in the freezer and takes a deposit online, so families commit months ahead.
- Sold as
- Eighth to whole shares
- Checkout
- Online deposit
- Fulfilment
- Farm, local, Milwaukee
Beef sharesOpen live page →
04Search
Answers for people ready to buy.
Families searching "half a cow near me" or "grass-fed beef near me" find a straight answer from the farm, written for them, with the order button one click away.
- Library
- 45+ articles
- Reach
- 1M+ impressions in 16 months
- Markup
- Local business and reviews
SearchOpen live page →
05Reviews
Customers close the sale.
Real reviews from real tables, sorted by what a buyer is weighing: grass-fed beef, pork, ordering and delivery, and the farm itself.
- Reviews
- Customer-written
- Filters
- By product and topic
- Search
- Review schema
ReviewsOpen live page →
The Growth
Traffic grew. Sales grew faster.
More visitors is only half the story. What matters is how many become customers. Online revenue climbed about eight times faster than traffic, because every page was built to move a family from curious to committed.
*2026 through November 5. Online revenue counts deposits and boxes paid on the site; balances paid at pickup are not included.
Revenue per visit
A visit to the site in 2025 was worth roughly eight times what it was in 2020. That's the difference between a website and a sales system.
Loyalty
Families come back.
Beef shares are bought once or twice a year. The brand has to be remembered between orders. The share of buyers returning has nearly quadrupled since 2022.
Share of each year's online buyers who had ordered before. *2026 through November 5.
Search
Found at the moment of buying.
The farm ranks for what people type when they're ready to fill a freezer, not just for its own name.
Google Search Console, July 2025 to November 2026: 1.08M impressions, 18K clicks.
The Line
A brand big enough to grow into.
Because the brand was built around the family and the land, not one product, every new line launched with trust already in place.
Beef shares and chicken
Grass-fed and grain-finished beef, eighth to whole, plus pasture-raised chicken.
Gift certificates
A way for buyers to send the farm to someone else.
Pastured pork
Half and whole hogs, sold on the same deposit model.
Akaushi Wagyu
A premium Wagyu tier for buyers who want the best.
By the Numbers
What the system delivered.
"Hands down, Lutz has the best truly grassfed beef I've had."Stacy M. · Lutz Family Farms customer
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