JSL Hardware

I started by auditing the full digital footprint — the storefront, the catalogue structure, Google Merchant Center, analytics, and the customer journey end to end. Zero products were active on Google Shopping. There were no email flows, no conversion tools on the homepage, and a navigation built around internal logic rather than how customers actually browse. The analytics told a clear story too — traffic skewed heavily toward the US, suggesting the store wasn't resonating locally in Canada where JSL is based and ships most efficiently.

I rebuilt the navigation hierarchy so customers could browse by product type, application, brand, and room — rather than by internal category names that meant nothing to a first-time visitor. Mapped it by hand first, then implemented across Shopify collections and menus. The revised structure made products, commercial resources, promotions, and support pages easier to find, and created a scalable foundation for future collections.

I audited and rewrote product metadata across the full catalogue — image naming, alt text, structured specifications, pricing accuracy. Went from zero active products on Google Shopping to the full catalogue discoverable. The impact showed up in the traffic data: when I started, US traffic dominated the analytics. After fixing Google Merchant and improving local SEO, Canada now accounts for 66% of traffic with the US at 20%. The store went from barely discoverable to Canada being the dominant source of visitors.

Built Shopify Email flows for abandoned checkout, first-time customer welcome, and seasonal campaigns. Designed email templates matched to the store's brand. Added a 10% offer capture form and live chat to the homepage — giving customers a reason to stay and a way to get answers immediately. These run automatically now, capturing and nurturing customers without manual effort.

JSL Hardware has served commercial clients, contractors, and trade accounts for over 30 years — but this entire segment had zero digital presence. There was no page, no entry point, no way for a contractor to find JSL through search or understand what they offered beyond walking in. I built the commercial pages from scratch — dedicated sections for commercial hardware, trade ordering, and project support. For a business where commercial accounts represent a significant portion of revenue, making this visible online was overdue.

Canada now accounts for 66% of traffic — up from a US-dominated split when I started. The full product catalogue is live on Google Shopping. Email flows capture and nurture customers automatically. The homepage converts rather than just displays. What I'd push further next: deeper product photography to match the catalogue writing quality, and A/B testing on homepage offer timing and placement.