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From Static Squarespace Website to Organic Revenue Machine on Shopify
How Hennessy Lampworks went from a dead-end Squarespace site to a Shopify storefront that ranks, converts, and generates inbound B2B leads.
- SEO
- Web Design
0 → Ranked: Target keywords now indexed & ranking on Google
Organic: Inbound B2B partnership inquiries sourced from search
Direct: Online purchases now possible through the new storefront
The Challenge
aHennessy Lampworks crafts extraordinary handmade lamps out of San Francisco — but their digital presence was holding them back. A static Squarespace site looked nice but did nothing. No ecommerce. No SEO foundation. No way for customers or B2B partners to find them through search, let alone buy.
- Static Squarespace website with zero ecommerce functionality — visitors could browse but never buy
- Poor SEO structure meant the site was essentially invisible to Google and prospective customers
- No organic traffic engine — all awareness relied on word-of-mouth or outbound effort
- Product pages not optimised for inquiries, making it hard for potential B2B partners to take action
Our Approach
We didn’t just rebuild a website. We built a platform designed to rank, convert, and scale — switching platforms only where it served a clear purpose
1. Shopify Migration
Migrated from Squarespace to Shopify, unlocking native ecommerce capabilities and a more SEO-friendly architecture from the ground up.
2. Technical SEO Overhaul
Rebuilt site structure for crawlability and indexing. Targeted high-intent keywords relevant to custom handmade lighting and B2B buyers.
3. Ecommerce Setup
Introduced direct purchase functionality, enabling customers to transact through the site for the first time in the brand’s history.
4. CRO-Led Product Pages
Redesigned product pages with conversion principles front and centre — optimised for both direct purchases and qualified B2B project inquiries.
See the full design process here.
Results
Indexed & ranking:
Target keywords are now visible on Google, driving consistent organic discovery where the site previously had none.
Inbound B2B leads:
Organic inquiries arriving for partnership opportunities and custom handmade lamp projects, with no paid ads required.
Ecommerce live:
First-ever online purchase capability unlocked, with product pages built to drive action from both retail and trade buyers.
Ready to turn your website into a lead-generating, revenue-driving asset?
Looking to Launch Your Ecommerce Store?
If your website looks good but does not rank, convert, or generate inquiries, it may be holding your business back.
We help product-based, craft, and design-led brands rebuild their websites into search-friendly ecommerce platforms that attract organic traffic, support direct purchases, and create clear paths for B2B inquiries.
Request a free website audit and discover what is stopping your website from becoming a growth engine.
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Takeaway
A “good-looking” website is useless if it can’t be found, can’t convert, and can’t transact. Hennessy Lampworks had a basic website on Squarespace with no technical SEO setup.
- No SEO structure → no visibility
- No ecommerce → no revenue
- No conversion paths → no inbound leads
By rebuilding the site as a search-first, conversion-driven Shopify system, we turned it into:
- A discoverable asset (ranking on Google)
- A revenue channel (direct online purchases)
- A lead engine (inbound B2B inquiries)
The real shift: From static showcase → to scalable growth infrastructure
Who This Is For
This is for businesses that:
- Have a beautiful but non-performing website (especially on platforms like Squarespace)
- Rely heavily on word-of-mouth or outbound sales
- Sell high-ticket, custom, or design-led products/services
- Want to attract B2B clients or partnerships organically
- Don’t currently have:
- A proper SEO foundation
- A clear conversion path
- Or the ability to sell directly online
Especially relevant if you’re:
- A product-based brand moving into ecommerce (via Shopify)
- A craft, luxury, or custom manufacturer
- Or a business stuck with a “portfolio site” instead of a growth engine
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