Local Spring Selected work Composite Deck Shop
Case study · E-commerce · Ontario
From a WordPress catalogue to a working e-commerce platform
An Ontario decking retailer whose WordPress site explained the products well but could not sell them. The owner decided to move platforms; I turned that decision into a working store — and ran the marketing around it for three years.
01 Results
What changed, measured
- +60%
- Organic clicks from Canada vs the same period last year
- +38%
- Canadian search impressions vs the same period last year
- 15.1→12.8
- Average search position higher up the results page
- 667
- Pages indexed live in Google's index
Google Search Console, Canada, Web search. 2 May – 1 August 2026 vs the same period in 2025. 1
The project
- Client
- Composite Deck Shop
- Sector
- Building materials retail, multi-location
- Market
- Ontario, Canada
- Platform
- WordPress → hosted e-commerce platform
- Engagement
- Three years in-house, as marketing coordinator
- Live site
- compositedeckshop.com
What I did
- Web design & build Redesign + platform migration
- Marketing coordination Three years in-house
- Google Business Profile Rework + ongoing support
- Google Analytics Tracking setup + reporting
- Content & video Shot and edited in-house
- 4.9★ on Google Review process, with the team
02 Achieved
What we achieved
Four things had to change for the store to work. All four are in place.
- Catalogue
The range became shoppable
Hundreds of boards, colours and profiles are now one filterable catalogue with variants and prices.
- 15.1 → 12.8
The search visibility survived the move
Measured before the migration and checked after. Canadian clicks rose; average position improved.
- Lead routing
Enquiries arrive as routed leads
The quote path captures budget, contact preference and closest store, so the right team answers with context.
- Training
The team can run it without me
Staff trained on the platform, routine work spread beyond one person, AI-assisted workflows for the repetitive parts.
03 Feedback
What the client says
“Dima coordinated the whole project from start to finish, and we are grateful for it. The redesign is high quality, the interface and the user experience are genuinely good — and he trained our team, so we can run the new platform ourselves.”
- Project coordination
- Quality redesign
- Interface & UX
- Team training
Alex Krupin CEO & Founder Composite Deck Shop Draft — awaiting the client's approved wording before publishing.
04 Problem & solution
What was broken — and what fixed it
The old site was a useful brochure. Discovery, buying decisions and lead ownership still ran on phone calls and one generic form.
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Problem
Product knowledge was spread across brand pages
Customers could read about collections and specifications, but could not narrow hundreds of options.
Solution
One filterable catalogue with variants and prices.
-
Problem
A generic contact form created extra sorting for the team
Messages arrived without commercial context or a clear store owner.
Solution
A quote path that qualifies the enquiry and routes it to the right store.
-
Risk
The migration could erase proven search visibility
Moving URLs and content without evidence could weaken pages already earning Canadian traffic.
Solution
An evidence-led migration plan, checked against the same data after launch.
Nothing moved on a guess. What the old site already earned in search was measured first, the rebuild was planned around it, and the same measurements were used to confirm the result after launch.
05 What changed
What changed, screen by screen
Each pair below is the same job on the old site and the new one. Select any screenshot to open it full size.
01Product discovery
Brand information became a filterable catalogue
Customers can compare material, profile, colour, brand and price in one place, then continue into a specific product variant with stock and delivery details.
02Lead operations
A contact form became a routed store enquiry
The quote path now captures project interest, budget, preferred contact method and closest store, so the right team can answer with context instead of starting from zero.
Other screens from the project
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Before — brand page
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After — product page
The same homepage on a phone
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Before · brochure site
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After · online store
Working on something similar?
If you are rebuilding, migrating or trying to get more out of an existing site, tell me what you have now and I will reply with a practical first read on the opportunity.
Notes
- How to read the figures. Search Console measures clicks and visibility, not customers or revenue. Globally impressions fell while clicks still rose — the growth came from the Canadian audience the project targeted. ↩