West Coast Select
A family-run wild-seafood company on the BC coast, selling direct to homes and wholesale to retailers across Canada. JMD works as their ongoing web partner — repairing what was broken, re-engineering what was slow, and sharpening what customers actually see.
The situation
/ 01 — contextWest Coast Select came to the engagement with a real business and a working store — but the storefront had accumulated the kind of quiet defects that never show up in a meeting and always show up in the numbers. The checkout button on the cart page was dead. The retailer-locator pages customers used to find the product in stores were returning errors. The styling framework was being compiled in the visitor's browser on every single page view. Email and SMS marketing were wired to the wrong backend entirely, so automations never fired.
None of these problems announce themselves. Each one silently turns away a customer who was ready to buy. The brief, in practice: find everything like this, fix it properly, and then start improving the store rather than just repairing it.
What JMD did
/ 02 — workstreamsStorefront repair
Repaired the dead checkout control on the cart page — the single most important click on the store — and restored the retailer-locator pages that had been returning errors, adding newly signed stockists while in there.
Performance engineering
The styling framework was running as a just-in-time compiler in every visitor's browser. JMD replaced it with a precompiled stylesheet — pixel-identical output, verified with zero visual differences, with styles now delivered in milliseconds instead of being built on the fly.
Conversion work
Product pages restructured and rewritten around how customers actually decide: what the product is, why it's different, and what to do next — with the storefront's copy brought up to the standard of the product inside the box.
Features above the plan
Delivery-instruction capture at checkout is normally reserved for a higher, more expensive Shopify tier. JMD engineered it natively into the cart flow on their existing plan — customers leave notes, drivers get them, nobody pays for an upgrade.
Marketing plumbing
The email & SMS platform had been connected to the wrong store backend since setup — a years-old misconfiguration diagnosed and rebound to the live store, with welcome automations now verified and firing. Marketing popups were also suppressed on the cart page so nothing interrupts a customer mid-purchase.
Brand refresh
A refreshed identity applied consistently across the storefront — typography, layout, and imagery brought in line so the online presence matches the quality of a premium wild-caught product.
Outcomes
/ 03 — what changedA checkout-blocking cart defect repaired
Customers who built a cart can now actually complete the purchase — the most direct revenue fix a store can receive.
The styling pipeline re-engineered for faster loads
Runtime compilation removed from every page view with verified zero visual change.
Product pages rebuilt for conversion
Structure and copy rewritten around the buying decision rather than the product database.
The retailer locator restored
Wholesale customers and retail shoppers can find the product in stores again — pages that quietly errored now resolve, with current stockists listed.
Delivery-instruction capture without a plan upgrade
A higher-tier feature engineered natively on the existing plan.
A refreshed identity, live across the storefront
The brand now looks like the product tastes.
You'll notice this page contains no invented statistics. JMD publishes revenue and conversion figures only with a client's explicit sign-off — and describes the work honestly either way. Specific results and references are available on request, during your free 20-minute call.
How the work ships
/ 04 — methodEvery change on this engagement follows the same discipline: staged on a duplicate theme, verified against the live store, then published — never edited live, never left unverified. Fixes ship with proof: before-and-after checks, zero-diff visual verification for anything touching styling, and a working click-through of every repaired flow.
The engagement is ongoing — which is itself the point. A storefront isn't a deliverable, it's an operation, and it benefits from someone who treats it that way.
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