If your website attracts visitors but fails to turn them into enquiries, it will always hold your marketing back.
That was exactly the challenge facing this specialist supplier of personalised clothing.
Despite an established customer base, a wide product range and years of experience producing garments in-house, their ageing WordPress (WooCommerce) website no longer reflected the quality of the business. It was difficult to update, confusing for visitors and wasn't converting enough enquiries to justify increasing investment in SEO or Google Ads.
As part of a wider Ecommerce marketing programme, we recommended replacing the website with a modern Shopify platform that would become the foundation for future SEO, paid advertising and lead generation.
The result was a much clearer, faster and easier-to-manage website that makes it simple for schools, colleges, universities and sports teams to explore products and request quotations.
Although Shopify is widely associated with ecommerce, a traditional online checkout wasn't the right solution for this business.
Every order is personalised, with pricing depending on garment choice, quantities, embroidery or print requirements, colours, artwork and optional extras. Instead of encouraging customers to buy online immediately, the website needed to guide them through the available options before collecting all the information required to prepare an accurate quotation.
Working closely with the client, we created a bespoke Shopify catalogue website featuring:
The move to Shopify also provided a far more secure, cloud-based platform that is easier to maintain than the previous WordPress and WooCommerce website.
Rather than treating the website as a standalone project, we built it to support every aspect of the client's future marketing strategy.
Early discovery sessions focused on understanding how customers research products, compare options and request quotations. We reviewed competitor websites, mapped out the ideal customer journey and designed the structure around both conversion and SEO.
Throughout the project, our design, development and marketing teams worked together to ensure the website would support future campaigns. Product categories, landing pages and content were all aligned with keyword research, while HubSpot integration ensured new enquiries would feed directly into the wider sales and marketing process.
The project followed a collaborative approach, with regular review meetings, product training and ongoing support, allowing the client to confidently manage their catalogue after launch while we continued delivering their marketing programme.
The new website makes it significantly easier for visitors to browse products, compare garment options, explore designs and submit detailed quotation requests.
Rather than navigating between disconnected pages, customers can now follow a logical journey that answers their questions and guides them towards making an enquiry.
The new site structure provides dedicated landing pages for key audiences and product categories while preserving valuable existing blog content.
This creates a far stronger foundation for both long-term organic search visibility and future Google Ads campaigns, ensuring marketing spend is directed towards pages designed to convert.
The website now showcases the full product range far more effectively, highlighting hundreds of available colour options, in-house printing and embroidery capabilities, design services and ordering information.
This helps communicate the company's expertise and differentiates them from competitors.
The new quotation process captures much more information before an enquiry reaches the sales team.
By collecting details such as garment choice, quantities, decoration requirements and artwork upfront, the team can prepare accurate quotations more quickly while reducing unnecessary back-and-forth with customers.
Following Shopify training, the client can now update products, add new ranges and maintain the catalogue themselves without relying on developers.
This gives them far greater flexibility as the business continues to grow.
"Firstly, thank you for all of your hard work on the site. I'm really happy with it, and you were a pleasure to work with."
Following launch, the client also commented:
"The project was completed pretty quickly. I really like the way the new website works; it's really simple and makes much more sense than the old site. I'm really happy with it. Thank you to the whole team for all your hard work."
In their customer satisfaction survey they added:
"Really happy with the look, feel and functionality of the new site. Emily and the team were very easy to work with and made changes as necessary."
For businesses selling complex or personalised products, your website needs to do far more than simply display what you offer.
By replacing an outdated WordPress website with a conversion-focused Shopify platform, this client now has a website that supports SEO, paid advertising and lead generation, while making it easier for customers to find the right products and request quotations. It also gives the business a scalable platform that can continue supporting future marketing growth.
We have been providing web design services since 2007 - including E-commerce web design where we specialise in Shopify. As a HubSpot Partner, we are experts in HubSpot web design too.
Over the years, JDR Group have designed and built thousands of websites - so you’ll be working with an experienced, professional team with tried and tested systems.
As well as your website, we can also help with:
If you want to discuss a website project with us, book a free discovery meeting using our live online calendar - or fill out the quote request form below.