This page shows real Shopify optimisation projects I've completed. Each case study includes the specific issues identified, the changes made, and before-and-after examples. My work focuses on structure, clarity, product communication, navigation, metadata, and technical setup - helping websites feel more professional and easier for customers to use.
Improving clarity, navigation, and checkout experience for a florist.
I supported Pretty Busy Blooms by refining key parts of their Shopify store rather than rebuilding the full site. The focus was on improving navigation, homepage clarity, and the cart and checkout experience so customers could find products more easily, understand delivery information, and feel more confident when ordering online.
| Key Problems Identified | What I Did |
|---|---|
| Navigation was confusing and some links led to empty pages | Rebuilt the navigation and removed empty links so every menu item leads somewhere useful |
| Homepage layout and calls-to-action were unclear, with empty sections showing | Reformatted the homepage and cleaned up unused sections to make the page clearer and easier to use |
| Site lacked trust signals and looked slightly unpolished | Added a favicon, cleaned footer clutter, and improved wording and formatting |
| Outdated blog content and visible post dates reduced freshness | Hid older posts and removed visible dates |
| Cart page text, layout, and spacing were inconsistent and unclear | Standardised colours, improved spacing, and added clear delivery guidance |
| Delivery pricing and discount reminders were unclear at checkout | Added postcode guidance, corrected delivery pricing, and made the discount codes clear |
Full content, structure, and metadata cleanup for an independent art store.
Inkterior Art had a Shopify site with beautiful art products, but the structure and content was not clearly communicating what the business offered. Google was also misunderstanding the site, treating it more like an artist biography rather than an online store. My goal was to improve clarity, structure, metadata, and overall site quality so the store felt more professional and easier to navigate.
| Key Problems Identified | What I Did |
|---|---|
| Google misunderstanding the site's purpose | Rewrote meta titles and descriptions across key pages |
| Metadata unclear or missing | Fixed technical metadata issues |
| Product titles and descriptions unstructured and hard to read | Rewrote 250 product titles and descriptions for clarity and structure |
| Collection pages lacking clear messaging | Improved collection content and messaging |
| Over 1000 images missing alt text | Added descriptive alt text to every product image |
| Navigation making browsing difficult | Simplified and reorganised navigation |