A conversion-focused Shopify website built for eCommerce growth
Content Plan redesigned and redeveloped a long-established Irish luxury fabric supplier’s eCommerce website, improving navigation, brand presentation, product structure, and SEO while producing a business profile video to support trust and customer engagement.
About Roisin Cross Silks
Roisin Cross Silks is a respected Irish luxury fabric supplier with more than 45 years of heritage, known for quality, craftsmanship, silks, wools, laces, and personal service. The business sells online and also offers customer support, secure payment, worldwide delivery, and design consultations through its website.
The challenge
Roisin Cross needed a more modern, conversion-focused eCommerce website that reflected the quality and heritage of the business. The existing structure needed to be reorganised to improve the customer journey, make product discovery easier, and support stronger online sales. The project also required careful migration of a large product catalogue, SEO retention during the move to Shopify, improved product content, and a stronger way to communicate the story behind the brand.
Our approach
Shopify eCommerce platform
Content Plan’s approach focused on creating a website that could support three clear goals: reflect the heritage of the business, make online shopping easier, and protect long-term search visibility. The proposal included a move to Shopify, a customised theme, improved navigation, SEO retention, product organisation, analytics setup, and business profile video production — all of which were delivered as part of the project.
Custom website design
The website was migrated to Shopify to reduce maintenance requirements, improve day-to-day management, and create a stronger eCommerce experience. We selected and customised a theme that reflected the client’s established brand, while creating flexible sections for promotional banners, featured products, and ongoing updates. The design was built to work effectively across desktop, tablet, and mobile.
Conversion-focused navigation
A key part of the project was reorganising the navigation so customers could find products more easily and move through the buying journey with less friction. The new structure made it clearer how to browse product categories, understand the client’s offering, and take the next step. This helped turn a large product catalogue into a more focused and user-friendly shopping experience.
Technical & product SEO
SEO was built into the migration and redesign process from the start. Existing website content was transferred and optimised to help maintain rankings, while redirects were set up to preserve SEO equity during the transition. Product titles, descriptions, metadata, alt text, and on-page content were also improved, with product pages structured around relevant search terms and customer intent.
eCommerce content and customer support
The project also included clearer product organisation, with individual listings for product variations and supporting content to help customers make informed decisions. FAQ-style content was planned around common customer questions, including product benefits, care guidance, and purchasing information, supporting both search visibility and customer confidence.
Results
A large eCommerce product catalogue was successfully migrated to Shopify, with individual product listings organised for improved browsing and product discovery.
The website was rebuilt using a customised Shopify theme designed to reflect the client’s established brand and support easier site management.
Technical and content SEO work was carried out across product titles, descriptions, metadata, redirects, and on-page content.
- Shopify website design and development
- Navigation restructuring for conversions
- Technical SEO and redirect setup
- eCommerce product catalogue migration
- Business profile video production
