We started with a full design mockup, agreed before a single line of build work began. That way the client signed off on the complete picture of where the site was heading, rather than reacting to a half-finished build partway through.

The biggest engineering challenge was navigation. Shopify’s built-in navigation options are limited, and with 291 products spread across the range, a standard menu was never going to cut it – the store needed a mega menu that could put the laboratory, instruments, brackets, photography, wire, adhesives, elastomerics and patient care ranges in front of a buyer at a glance. What we built runs four columns and three levels deep, reachable off a single hover, so a clinician can go from the homepage to lingual instruments or self-ligating brackets in one move, no searching required. Getting that right took several times the custom development a standard menu would – it’s also the part of the site customers touch the most, so it earned every extra hour. On-site search went in alongside it, for the buyer who arrives already knowing the product code they want and nothing else.

Around that navigation we custom-built the rest of the homepage and rebuilt About, FAQ and Contact inside the new design. We also produced the supporting design elements, icons and category banner imagery needed to make the whole layout feel like one consistent brand rather than a patchwork of Shopify defaults.

Measurement went in as part of launch, not as an afterthought. Google Analytics 4 and Search Console were installed and configured and the sitemap submitted, so the business had real data from day one of the new site instead of discovering the gap months later.

We also built a standalone landing page for the EverSmile patient care range: a single focused page designed to be pointed at from Google or Meta campaigns whenever the business is ready to run them.

A conversion-focused redesign has to prove itself on rates, not raw volume – and a full year on, that is exactly where the new store keeps delivering. Everything below is measured from launch in September 2025 to the end of August 2026.

Four out of every five checkouts that begin are now completed, and that figure has held for the whole first year, not just a good early quarter. In plain terms: once a clinician commits to buying, the site gets out of the way and lets them finish, month after month. Across the wider funnel, close to a quarter of product views turn into an item added to the cart, and around one in twenty product views ends in a completed order – the same shape of funnel launch built has now proven itself over twelve months of real trading, not just the first few.

Traffic has picked up meaningfully as the year has gone on, and orders have kept pace with it rather than falling behind: comparing the first three full months after launch with the three most recent, sessions are up a little over 15 per cent and completed orders are up a little over 16 per cent. That is the real test of a redesign built for conversion – a large jump in visitors did not cost the store any of the efficiency it had on day one, and the extra traffic is converting into orders at essentially the same rate as before.

The clearest growth story is where that traffic is coming from. Organic search sessions are up almost 16 per cent over that same comparison, ahead of the already solid pace seen earlier in the year – and that is happening with no advertising or SEO campaign running behind it, purely on the strength of the site’s own category and product pages earning visibility over time.

The clearest sign the navigation work landed is where people actually go: the search results page is the second most visited page on the whole site, beaten only by the homepage, and it has held that position for the full year. Buyers arrive already knowing what they want, and the site keeps getting them there without a fight.