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Age of Tech AI
Audit

A British cook's recipe site, moved off Wix

Tom runs a YouTube cooking channel, and for years his recipes lived in a Wix template. We rebuilt the site in seven weeks: visitors now browse by what they need, and Tom edits everything himself.

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Client
Tom, British cook and YouTuber
Timeline
11 August to 1 October 2026
Scope
Content migration, design, development, editing interface
Stack
Next.js, Tailwind CSS, Vercel

The homepage, before and after

Drag the slider to see what changed.

The old Pinch of Mint homepage: two menu items, a pasta hero image, a newsletter sign-up below.
The new Pinch of Mint homepage: a categorised menu, quick filters (under 30 minutes, one pan), a featured recipe with photo.

What visitors ran into on the old site

Two menu items

Home and an Amazon link for equipment. No categories, no filters, no about page.

29 pages of scrolling

All 227 recipes sat in a single list. Looking for a quick dinner meant paging through all of it.

A blog post, not a recipe

Recipes used a Wix blog template, with no cooking time or difficulty and a 2022 footer.

How it was built

Most of the time went not into building but into writing every decision down before building started.

  1. 11 Aug

    Content inventory

    All 227 recipes saved from the old site, one file per recipe, with photos and video links.

  2. 15 Aug

    Design system

    From Tom's own brand description and nine reference sites: colours, type, spacing and tone of voice.

  3. 17 Aug

    Market research

    Twenty British recipe sites analysed. That gave us the sitemap, the homepage order and the recipe page layout.

  4. 17–22 Aug

    Build

    Eight AI agents worked in parallel, each on its own files, all following one shared rulebook.

  5. 25–26 Aug

    Blind test and client preview

    An independent review against the best British recipe sites, fixes for the weak spots, then a preview for Tom.

  6. 7–21 Sep

    Editing interface

    Password sign-in, drafts with a separate publish step, and every save can be restored.

  7. 1 Oct

    Launch

    The new site went live on pinchofmint.com, with all 227 old links redirected.

Same recipe, different structure

The photo and the recipe are unchanged. On the new page, time and difficulty sit on the first screen, one button jumps to the ingredients, and quantities scale.

The old recipe page: a Wix blog template with only an update date under the title.
The new recipe page: cooking time, difficulty, a jump-to-recipe button, the author's name and photo.

On a phone

Most people follow a recipe on their phone while cooking. On a phone, the old site didn't fill the screen, and the way to the recipes led past a newsletter sign-up.

The old site on a phone.
Before
The new site on a phone, with quick filters under the menu.
After

In numbers

227
old links redirected, so the site kept its Google rankings
1.96 MB
per recipe page; a comparable Jamie Oliver page is 16.8 MB
57 / 60
blind-test verdicts in our favour against Jamie Oliver, Ottolenghi and Barefoot Contessa
238
recipes live today; Tom adds new ones himself, no developer needed

The blind test was run by five separate AI reviewers on unlabelled screenshot pairs. It doesn't replace real readers, but it showed the weak spots well: two of the three losses were fixed before launch.

Has your site been the same template for years?

In a 30-minute call we'll look at what it could become, and how much work that would take.

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