Website Redesign
for Loveweld
In summer 2024, Loveweld was going through a rebrand and needed a full website overhaul. I quickly learned the ins-and-outs of Shopify as a CMS and performed a website audit. My recommendations were supported by data and insights from Google Analytics, Microsoft Clarity, and brand marketing research.
The top performing pages are the Permanent Jewelry page and studio location landing pages. The goal was to drive appointments with concise UX writing and search-optimized copy. The homepage, new arrivals page, events, and online shopping pages were also a major focus of the redesign.
I worked closely with a brand designer on the look of the site in Shopify; I built out the components and she styled them. I also managed copywriter who wrote the new brand voice guidelines and website copy. In the end, I led a team to fully rework and launch over 50 pages of the website.
Strategy
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Full website audit
Examined each page of the website with notes on how to optimize for SEO, speed, accessibility, and – most importantly – user experience and shopability.
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Navigation wireframe
Reviewed and updated navigation for a more intuitive user flow. Optimized navigation menus and labels for easy access to different sections of the website.
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URL sitemap
Examined each URL slug and optimized for SEO. Fixed broken links with hundreds of redirects.
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UX/UI content research
Research in Google Analytics, Google Ads, Microsoft Clarity, Shopify, Klaviyo, Meta Business Suite, and competitive set analysis.
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Third-party applications
Considered function and integration of third-parties, including Acuity, Klaviyo, and Google Maps
Results
Mobile-first, responsive design.
SEO optimized copy on the Permanent Jewelry landing page.
Homepage with highly visual and shopable components.
User generated content and frequently asked questions on location, booking, and permanent jewelry pages.
Compact, alphabetized location overview page with important information and stunning store photography.
Clean and clear footer with a simple newsletter lead form.
Team:
Content design and brand marketing, JoAnna Kopp
Brand identity and art direction, Chelsea Fullerton-Jones
Brand voice and web copy, Anupa Otiv
Creative and product strategy, Claire Patterson
Product design and web content, Carlee Green-Goff
Web and SEO consulting, Chesley Roberts