orchardclassicdecals.com.
Shopify Theme Rebuild + Voice + Content Programme — Andy's Kawasaki decals business on an older Shopify theme. Rebuilt around how he actually sells — model-line landings, ten guides, a voice that sounds like him. Live in 26 active days.
The problem
Andy at Orchard Classic Decals had spent three and a half years selling Kawasaki decals on an older Shopify theme. Customers loved the product. Repeat buyers, eBay reviews to match. But the storefront didn't match the craft. Browse paths grouped products oddly. The model lines Andy actually prints for got buried. SEO landings carried generic copy that didn't sound like Andy and didn't earn rankings.
What I did
Three things, in sequence. First: storefront rebuild. A new theme built around how Andy's customers shop, by model line, by year, by build. Model-line landings (Z1, KZ-series, GPZ, KH, on-/off-/trail) became browseable instead of buried.
Second: voice system. A scorecard for Andy's tone — dry, fragment-friendly, no marketing hedge — applied to every page, product, and article.
Third: content programme. Ten guides on the questions Andy gets asked weekly. Each one ranks on the long-tail terms his catalogue serves.
The cutover
The old theme kept selling while the new one took shape. When the new theme was ready, we swapped over in a single window: pages published, redirects in place, smoke tests run, GA4 reinstalled. Twenty-six active days from kickoff to live.
What it reflects
Small specialist businesses with strong product and weak storefront — that's the shape SDM is built for. Andy makes the product. I build the storefront around how he sells. Same hands from scope to handover.
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We're straightforward about what we take on and what we don't. If it's a fit, we'll make it count.