Client project · Shopify rebuild
Lifestyle Health — modernising a New Zealand ecommerce brand
“Nick rebuilt our Shopify store from the ground up — cleaner structure, faster pages, better SEO, sharper email flows, and a customer journey that finally feels modern. He's the person I'd recommend to anyone serious about building or rebuilding a Shopify site.”
Ian, owner — Lifestyle Health
The situation or opportunityLifestyle Health is an established New Zealand ecommerce brand selling health and wellness products. The existing Shopify store had grown organically over several years — the structure had drifted, the customer journey felt dated on mobile, SEO and content needed attention, and the email and automation side wasn't pulling its weight. The brand itself was strong; the storefront needed to catch up.
What I changedA top-to-bottom Shopify rebuild: a cleaner site structure, modern theme work, mobile-first product and collection pages, an optimised checkout, and ecommerce automations and email flows wired into the customer journey. Alongside the build, I improved on-page SEO, refreshed blog content, and supported Google Ads setup, analytics, and ongoing optimisation so the store keeps improving once live.
The reasoningAn ecommerce site earns its money in two places: how easily a first-time visitor decides to trust and buy, and how well the back-end (email, automations, search visibility, ads) keeps bringing them back. Rebuilding the storefront fixes the first; the email flows, SEO, and Google Ads work fix the second. Together they compound — the brand looks more credible, ranks more reliably, and converts more of the traffic it already earns.
The outcomeA faster, cleaner, more professional Shopify experience that finally matches the quality of the brand — with the SEO, email, and analytics foundations underneath it to keep growing.
Visit the live store →
Related: Shopify development →
Representative example
Modernising an outdated small business website
The situation or opportunityA well-regarded local service business has a website that has not changed in years. It looks dated, loads slowly on phones, and rarely produces enquiries. The business itself is strong; the website simply is not keeping up, and first impressions are being lost before a conversation can start.
What I would changeRebuild the site as a clean, modern, mobile-first experience. Lead with a clear message about what the business does and who it helps. Add obvious calls to action on every page, simplify the path to enquire, and lay solid SEO foundations so the business can be found.
The reasoningFor a service business, the website's job is to build trust quickly and make enquiring effortless. Speed and mobile experience protect the visitors who would otherwise leave. Clarity and strong calls to action turn interest into enquiries. None of this is decoration; each change removes a reason a potential customer might drop off.
The outcome to expectA site that finally reflects the quality of the business, loads fast, works beautifully on a phone, and gives visitors an easy next step. The expected result is more enquiries from the same traffic, and a stronger first impression that supports every other marketing effort.
Related: Website builds →
Representative example
Improving conversion for a Shopify store
The situation or opportunityAn online store gets a reasonable number of visitors but converts few of them into buyers. The products are good and the traffic is real, so the opportunity is not more visitors; it is turning more of the existing ones into sales.
What I would changeSharpen the product pages so they answer buyer questions and show clear benefits and images. Make trust signals visible, such as reviews and clear policies. Speed up the mobile experience and streamline the checkout to remove friction and surprises.
The reasoningWhen a store has traffic but weak sales, the problem is almost always trust or friction, not interest. Improving product pages and trust signals addresses the doubt that stops people buying. A faster, simpler checkout protects the customers who have already decided. Because these changes affect every visitor, small improvements tend to compound.
The outcome to expectA store that converts more of its existing traffic, with a smoother path from product page to completed purchase. The expected result is a higher conversion rate and more sales without needing to spend more on attracting visitors.
Related: Shopify development →
Representative example
Preparing a business for AI-driven search
The situation or opportunityAn established business ranks reasonably well in traditional search but is invisible when people ask AI tools for recommendations. As more customers begin their search with AI, the opportunity is to become one of the few businesses these tools actually mention.
What I would changeRestructure key pages to answer the real questions customers ask, clearly and near the top. Strengthen trust and authority signals across the web. Publish helpful, original content in the business's area of expertise, and make the location and services unmistakably clear.
The reasoningAI tools cite a small number of clear, trustworthy sources. To be one of them, a business needs content that answers questions directly, credibility that signals it can be trusted, and a presence consistent enough for AI to rely on. This builds naturally on good SEO rather than replacing it, so the business gains on both fronts.
The outcome to expectA business that starts to appear in AI-generated answers and recommendations, alongside stronger traditional search performance. The expected result is durable visibility as search behaviour shifts, and an early advantage over competitors who have not prepared.
Related: AI consulting →
