Shopify · CRO · Technical SEO · Theme Dev
Conversion-first Shopify stores for DTC brands that intend to scale.
I help health, fitness, and beauty brands turn the traffic they already have into revenue — through faster themes, cleaner technical SEO, and disciplined, measured CRO. Specialist work, with the numbers to prove it.
Brands I’ve worked with
By the numbers
Outcomes across engagements.
Representative results from recent work. Real numbers are the strongest signal a specialist has — so here are mine.
* Figures shown are representative of typical engagement outcomes pending publication of named client data.
Selected work
Real brands. Real numbers.
A look across recent engagements in health, fitness, and beauty. Hover a piece to see the brand — and the result it earned.
View all case studiesWhat I do
Five ways to move the number that matters.
Conversion-Focused Theme Development
Custom Shopify themes engineered to convert - fast, semantic, and built around the buyers journey.
- You want a complete revamp, not another patched-up theme
- You have a Figma design or brand direction ready to build
- Your competitors already run faster, conversion-focused stores
Why you choose this service
Shopify Technical SEO
Fix the technical foundations - crawl budget, duplicates, speed - that cap your organic growth.
- Your organic traffic has stalled or quietly declined
- You want to be found by AI engines (AEO/GEO), not just Google
- Google or AI crawlers aren't indexing your store the way they should
Why you choose this service
Shopify CRO
Turn existing traffic into revenue with a disciplined, continuously-tested optimisation programme.
- You have steady traffic but conversion rate won't move
- You're done guessing and want decisions backed by real tests
- Paid ad costs are rising and you need more from each visitor
Why you choose this service
Shopify Product Page Development
Transform your product pages into conversion machines. Fast, persuasive, and built around the buyers decision journey.
- Visitors reach your PDP but rarely add to cart
- Your product story, images, or video aren't selling the value
- Your product pages feel slow or clunky on mobile
Why you choose this service
Shopify Landing Page Development
Purpose-built landing pages that capture traffic and convert to customers. Fast, focused, and aligned to your traffic source.
- You're running paid traffic to pages that weren't built for it
- You're launching a product, offer, or campaign that needs its own page
- You want to A/B test landing pages without a developer every time
Why you choose this service
Driven by results
I don’t just promise. I deliver — measurably.
I work as the specialist extension of your team: a single point of accountability for the metrics that decide whether your store grows.
- Strategies built around your numbers, not generic best practice
- Every engagement measured against a control — outcomes, not opinions
- Transparent reporting, so you always know what’s moving and why
Representative of typical engagement outcomes.
Why work with me
Most stores don’t have a traffic problem.
They have a problem they can’t see.
Three things define how I work — and why brands that have been burned by generalists tend to stay.
A specialist, not a generalist
I work with DTC health, fitness, and beauty brands and only Shopify. That focus means I already know the patterns that win in your category, and the defaults that quietly cost you.
Decisions made by data, not opinion
Every change is a hypothesis with a control and a measured outcome. I keep what wins and revert what does not work so the gains are real and they hold.
Performance treated as conversion
Speed is not a vanity score. A store that loads instantly converts better and ranks better. I build lean themes that stay premium and arrive fast.
Case studies
The work, in depth.
Maintaining high-converting storefront for a salon-grade haircare brand
A premium haircare brand needed a storefront that matched their 'Professional Beauty, Proven Results' ethos. By developing a custom theme and driving continuous daily optimizations—including streamlined apps, custom landing pages, and a robust affiliate system—we built a fast, scalable e-commerce engine.
Recovering a fitness brand's organic traffic after a quiet collapse
Organic sessions had been sliding for months with no obvious cause. A technical SEO audit found Shopify's default behaviour was quietly indexing thousands of duplicate URLs and burning crawl budget. Six weeks of fixes reversed the decline.
Revamping a feminine wellness storefront for maximum conversion and LTV retention
Transforming an outdated e-commerce store into a high-converting, subscription-first wellness brand. By deploying a custom CRO-optimized theme, tiered bundles, and seamless subscription models, we drastically scaled metrics while completely safeguarding legacy SEO traffic.
Turning a wellness brand's product pages into its best salesperson
Strong ads, weak product pages. The PDP was a wall of features with no narrative and no proof at the decision point. Restructuring the page around the buyer's actual questions lifted add-to-cart and AOV together.
How I work
A clear process. No black box.
You’ll always know what I’m doing, why, and what it’s moving. The opposite of being dropped into an agency queue.
- 01
Diagnose
I start with your data - analytics, session recordings, Search Console, a technical audit. Before any change, I show you exactly where the leaks are and what they are costing.
- 02
Prioritise
Not every fix is worth doing. We rank opportunities by impact and effort, so the work starts where the return is highest and the risk is lowest.
- 03
Build & test
Changes ship as measured hypotheses against a control. You see what is working in real numbers, and nothing ships that regresses speed or rankings.
- 04
Compound
The wins are documented into a playbook for your brand. CRO and SEO are capabilities, not one-off projects - the value compounds the longer we run.
In their words
What brand owners say.
He treated our conversion problem like an engineer, not a designer with opinions. Every change was measured. The lift was real and it held.
Our mobile conversion was the quiet killer. He found it in the data, fixed the buy flow, and the numbers moved within the first sprint.
We had been burned by a generalist agency. This was the opposite — specialist, transparent, and every recommendation backed by evidence.
Speed was treated as conversion, not a score to brag about. The store loads instantly now and the revenue per session shows it.
The replatform we were dreading went off without losing a single ranking. The redirect work alone paid for the project.
No redesign theatre, no vanity metrics. Just a clear hypothesis, a control, and a result we could take to the board.
Add-to-cart jumped after the PDP work, but what stuck with me was how clearly he explained why each change worked.
A landing page built for our paid traffic, not our homepage dressed up. ROAS improved and we finally trust where the budget goes.
Finally someone who knows Shopify deeply and could explain exactly why our organic traffic was sliding. Fixed in weeks.
The theme rebuild took our mobile Lighthouse from the 30s to the 90s. The store finally feels as premium as the product.
The technical SEO audit was the most thorough I have seen on Shopify. Crawl waste gone, rankings recovered, traffic compounding.
Documented learnings meant the wins did not leave when the engagement ended. Every launch since has been sharper for it.
Book a call
Let's find what your store is leaving on the table.
A 30-minute discovery call: your numbers, your goals, and a straight answer on whether I can help. No pitch, no obligation.