Strategy Development: How we Design an eCommerce and position a brand in Google

In this Case Study i'll show you the thought process of how I help NV Store in building a functional online Ecommerce while optimizing their online presence in Google.

Project context

The client is an online store selling sportswear and accessories, with a primary focus on products for women. As a new and small brand, their main challenge was increasing their digital presence to compete with more established brands. They aimed to improve their visibility on Google, attracting organic traffic with higher purchase intent, and ultimately to convert that traffic into sales.

The client also needed a functional and accessible website that would allow visitors to explore their product catalog—initially simple—with the option to be redirected to a customer service channel (via WhatsApp) to complete purchases or resolve inquiries. This approach leveraged the convenience their customers already found in interacting directly through WhatsApp Business, where they manage sales manually.

Although they had an active presence on social media, their visibility on Google was practically nonexistent. That’s why they turned to us for a customized, fast, secure, and SEO-optimized website—one that could position their brand in search engines and drive traffic to their products. The ultimate goal was to convert local visitors and potential customers without relying solely on constant efforts on social media.

Initial Research and Planning

Since the brand had no prior positioning on Google, the initial strategy focused on establishing a basic yet effective presence. This involved the identification of relevant keywords that reflected their geographic location, industry (sportswear store), and address, ensuring they could be easily found by local customers.

A competitive analysis was conducted, evaluating the profiles of other well-ranked local stores and their reviews to identify key areas for improvement. As a differentiating strategy, we proposed the creation of a unique and fully customized website that would faithfully reflect the client's brand identity and style.

During this stage, specific needs for the website were identified, such as a design that facilitated access to the product catalog from any device, with fast loading times and a clear flow to the customer service section via WhatsApp. Additionally, a structure was planned that included:

• A visible call to action to the web store.

• Featured products on sale, with a timer to create a sense of urgency.

• Recent customer reviews directly integrated from Google Reviews, to build trust.

• A footer with the brand's vision and social media icons, to capture prospects who weren't ready to make a purchase.

Regarding technologies, Astro was chosen, a meta-framework specialized in creating static websites, ideal for optimizing SEO. This allowed the integration of React to enhance the user experience (UX), leveraging dynamic interactions without compromising loading times.

The development was planned in phases, starting with a basic design of the website, including the catalog and featured product sections. Subsequently, iterations were made to optimize the user interface (UI) design, simplifying navigation and reducing friction for users. Once the site was established, relevant keywords were integrated in line with the objectives, and a business profile linked to the website was created, enhancing the organic positioning strategy.

Finally, the planning prioritized a continuous improvement approach, incorporating functionalities based on the client's evolving needs and initial user feedback.

Proyect implementation

Website Design

The website design was based on previous experiences with another eCommerce project built entirely in React. The most effective and visually appealing functionalities were selected and adapted for this new project. Since there were no clear specifications, the visual development was carried out iteratively. The design foundation was centered on matching the colors of the brand's "NV" logo, establishing a primary background tone and a complementary accent tone. A simple and functional interface was chosen, focusing on highlighting essential elements such as products, prices, and purchase buttons, ensuring they were highly visible and easily navigable, especially on mobile devices.

This requirements were stablished and prioritized by me, having in mind that the goal was to guarantee a fluid experience focused on the user.

Technical Development

The integration of Astro with client-side rendering frameworks like React is quite straightforward thanks to Astro's structure. However, one of the biggest challenges was deciding which parts of the site would be statically generated to optimize SEO and which would remain dynamic components to enhance interactivity.

To reduce API calls and improve loading times, optimized components were designed to store static product information, such as titles and descriptions, while interactivity was kept to the essentials. A particular case was the offer timer: a hybrid component was designed to display an interactive countdown on modern devices while showing a static date on older or lower-capacity devices—like my current phone.

Regarding custom functionalities, direct payment processing was avoided on the site. Instead, a logic was implemented that redirects users to the customer service channel via a checkout button in the shopping cart.

SEO and Content

To optimize SEO, Astro's capability to generate static content was leveraged, allowing the site to be fully rendered from the start. This improves search engine indexing by including relevant keywords and structuring the HTML correctly. Although the content is still limited, basic information about the store's services, such as delivery and flexible payment options, was included. The selected keywords have low competition, focusing on local searches within the city and the specific name of the store.

Adjustments and Testing

The site was launched once the essential features (home and product catalog) were ready. Testing was primarily conducted on my computer and a low-end phone to ensure fast loading times and a responsive experience across different screen sizes. Additionally, Google searches were performed using various terms to check how the site appeared in search results and make adjustments accordingly.

Client and initial users feedback was key to making adjustments. Irrelevant services inherited from the previous site were removed, and compatibility across different devices was verified, correcting display issues on smaller screens.

Launch and Post-Implementation

The site was deployed using Vercel, enabling a seamless continuous integration experience through GitHub repositories. Any changes made to the code were automatically deployed, providing a testing and a production environment to verify functionality in both development and live settings.

After the launch, initial metrics were monitored using Google Search Console. This included analyzing impressions, clicks, and related search terms to refine the SEO strategy. Additionally, the traffic sources and devices used by visitors were evaluated, allowing for specific optimizations to enhance the site's relevance in search results.

This project demonstrates how a strategic approach, focused on the client's specific needs and supported by modern technologies like Astro, can transform a brand's digital presence. From creating a visually appealing and functional website to implementing SEO optimizations to attract a local audience, every step was designed to build trust and increase visibility in a competitive market.

The results speak for themselves: an efficient, accessible website aligned with the business objectives. This not only positions the brand as a trustworthy option in its industry but also lays the foundation for sustainable growth.

Ready to Skyrocket your sells?

If you're looking to improve how your business presents itself in the digital world, this case serves as an invitation to explore similar solutions. With the right combination of design, technology, and strategy, you can connect with your customers in a more meaningful and effective way.

Are You are Ready to take your business to the next level with an optimized and visually appealing website? send me an instagram direct message at @yidev27 today and discover how I can help you to enhance your online presence and attract more customers. Let’s talk!