| Client | West Coast Select |
|---|---|
| Sector | Food & beverage (seafood) |
| Platform | Shopify |
| Scope | Engineering · conversion · brand |
| Status | Ongoing engagement |
The situation
West Coast Select came to me with a real business and a working store, but the storefront had picked up defects nobody had spotted from the inside. 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 throws an error the owner would see. Each one turns away a customer who was ready to buy. The brief was to find everything like this, fix it properly, and then start improving the store.
What JMD did
Storefront repair
Repaired the dead checkout button on the cart page, the most important click on the store, and restored the retailer-locator pages that had been returning errors, adding newly signed stockists at the same time.
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. The output is pixel-identical (checked page by page for visual differences, and there were none), and the styles now load as a file instead of being built in the browser.
Conversion work
Product pages restructured and rewritten around how customers decide: what the product is, why it's different, and what to do next. The copy now answers a buyer's questions in the order they ask them.
Features above the plan
Delivery-instruction capture at checkout is normally reserved for a higher, more expensive Shopify tier. JMD built it into the cart on their existing plan. Customers leave notes, drivers get them, and the store didn't need an upgrade.
Marketing plumbing
The email & SMS platform had been connected to the wrong store backend since setup. JMD traced the years-old misconfiguration, reconnected it to the live store, and confirmed the welcome automations were firing. Marketing popups were also suppressed on the cart page so nothing interrupts a customer mid-purchase.
Brand refresh
A refreshed identity applied across the storefront. Typography, layout and imagery now follow one system across every page.
Outcomes
A checkout-blocking cart defect repaired
Customers who build a cart can now complete the purchase. On a store, no fix reaches revenue faster.
The styling pipeline re-engineered for faster loads
Runtime compilation removed from every page view, with no visual change.
Product pages rebuilt for conversion
Structure and copy rewritten around the buying decision instead of the product database.
The retailer locator restored
Wholesale customers and retail shoppers can find the product in stores again. The pages that returned errors now load, with current stockists listed.
Delivery-instruction capture without a plan upgrade
A feature from a higher Shopify tier, built into the existing plan.
A refreshed identity, live across the storefront
Applied to every page of the store, not only the home page.
A note on numbers
This page has no revenue or conversion figures. JMD publishes those only with a client's written sign-off, and describes the work the same way with or without them. Specific results and references are available on request, during your free 20-minute call.
How the work ships
Every change on this engagement follows the same routine: staged on a duplicate theme, checked against the live store, then published. Nothing is edited on the live theme. Each fix comes with before-and-after checks, a visual comparison for anything that touches styling, and a click-through of every repaired flow.
The work is ongoing. New products, stockists and seasonal pages keep arriving, so West Coast Select keeps someone looking after the store.