KZE Organic Beauty
A full storefront rebuild for a UK organic skincare brand — new architecture, a working purchase flow, and a cleaned URL and index structure built for growth.
The site was live — but it wasn't working.
KZE had a genuine product and a real customer base. The old storefront, built on WordPress and WooCommerce, listed products — but it didn't present them. There was no purchase flow that felt considered, no trust layer, and no architecture designed to support buying decisions.
Underneath the surface, years of WordPress archive pages, filter URLs, and parameter variations had accumulated into a crawl and index problem. Google was seeing hundreds of low-quality pages where only a handful mattered.
What the old site had
- Products listed, not presented — no discovery or purchase flow
- URL structure polluted with archive, filter, and parameter pages
- No checkout — no direct purchase path from the storefront
- No trust layer — no About, Ingredients, or brand story pages
- Generic visual presentation that didn't reflect the brand
What the brief called for
- A clean, boutique storefront that reflects the brand's premium positioning
- A working purchase flow — from product discovery to completed order
- A controlled, lean URL set that Google can crawl and index efficiently
- Trust and legal pages that support the buying decision
- No unnecessary complexity — fast, clean, maintainable
A full rebuild — not a visual refresh.
Every page was rebuilt from scratch. The information architecture was rethought to support product discovery and buying decisions. The entire URL set was audited — pages were kept, 301-redirected, or dropped based on their crawl and index value. A guest-first Stripe checkout was integrated and tested end to end in production.
Pages rebuilt
- Homepage — brand positioning + product discovery entry
- Shop — full product listing
- 3 category pages — Face, Body, Hair
- 8 product pages — structured for purchase intent
- Cart, Checkout, Order Success, Cancel
- About, Contact, Shipping, Returns, T&Cs, Privacy
Technical work
- Node.js storefront — custom build, no CMS overhead
- Stripe Checkout integration — session creation, webhook receiver, order log
- Full URL audit — keep / 301 / drop decision applied across the domain
- Old WooCommerce archive and filter URLs eliminated
- Deployed to Hostinger Node.js App — live end-to-end validation completed
Site Screenshots
Homepage
Shop
Product Page
Cart
Checkout
Fixing the crawl and index problem.
The old WooCommerce setup had generated hundreds of archive pages, filter variations, and parameter-based URLs that served no purpose. Google was crawling them, failing to index what mattered, and receiving weak signals across the domain.
A full URL audit was run using Screaming Frog and Search Console data. Every URL was categorised: keep, 301-redirect to the correct destination, or drop. The result is a lean, controlled domain where only the pages that matter are crawlable — shop, categories, products, trust pages, and core site pages.
This is the kind of structural cleanup that has a lasting SEO impact — not because of any single change, but because it removes the noise that was working against the site.
A checkout that was built and tested — not assumed to work.
The old site had no checkout. Visitors who wanted to buy had nowhere to go. The rebuild added a complete guest-first purchase flow — cart, Stripe Checkout session, order success page with order details, and a cancel path.
The Stripe integration was built with proper webhook receiver and signature verification, an idempotency layer, and a local order log. The full checkout-to-success chain was tested live on production before handoff. Not a prototype — a working storefront.
"I worked with Caglar on a full redesign and build of our e-commerce website. He took the time to understand the brand and what we actually needed, and delivered a clean, well-structured site that presents our products properly. The process was straightforward and communication was clear throughout. Really pleased with the result — would recommend to any business looking to improve their online presence."
What this case study represents
This is a real project, delivered for a real client. The rebuild was completed and deployed live. No metrics claims are made that cannot be verified — this is a structural rebuild and purchase-readiness case study, not a traffic or revenue claim. The site is live at kzeorganicbeauty.co.uk.
If you run an e-commerce or service business and want the same level of structural thinking applied to your site, see web design services or SEO services — or get in touch directly.
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