Local Spring Selected work Composite Deck Shop
Case study · E-commerce · Ontario
An online store for Composite Deck Shop
I turned an Ontario decking retailer’s brochure site into a working online store and managed its marketing for three years.
01 Results
Measured results
- +60%
- Organic clicks from Canada vs the same period last year
- +38%
- Canadian search impressions vs the same period last year
- 15.1→12.8
- Average search position higher up the results page
- 667
- Pages indexed live in Google's index
Google Search Console, Canada, Web search. 2 May - 1 August 2026 vs the same period in 2025. 1
The project
- Client
- Composite Deck Shop
- Sector
- Building materials retail, multi-location
- Market
- Ontario, Canada
- Platform
- WordPress → hosted e-commerce platform
- Engagement
- Three years in-house, as marketing coordinator
- Live site
- compositedeckshop.com
What I did
- Web design & build Redesign + platform migration
- Marketing coordination Three years in-house
- Google Business Profile Rework + ongoing support
- Google Analytics Tracking setup + reporting
- Content & video Shot and edited in-house
- 4.9★ on Google Review process, with the team
02 Achieved
What was delivered
Four things had to change for the store to work. All four are in place.
- Catalogue
Products available to buy online
A filterable catalogue brings boards, colours, profiles, variants and prices together.
- 15.1 → 12.8
Search results after migration
Before-and-after search checks showed more Canadian clicks and a better average position.
- Lead routing
Quote requests sent to the right store
Quote requests capture budget, contact preference and closest store.
- Training
Staff training and handover
Staff training and AI-assisted workflows spread routine work beyond one person.
03 Feedback
What the client says
“Dima coordinated the whole project from start to finish, and we are grateful for it. The redesign is high quality, the interface and the user experience are genuinely good - and he trained our team, so we can run the new platform ourselves.”
- Project coordination
- Quality redesign
- Interface & UX
- Team training
Alex Krupin CEO & Founder Composite Deck Shop Draft - awaiting the client's approved wording before publishing.
04 Problem & solution
The brief
The old site was a useful brochure. Discovery, buying decisions and lead ownership still ran on phone calls and one generic form.
Search performance was measured before the migration and checked again after launch.
05 What changed
Before and after
Each pair below is the same job on the old site and the new one. Select any screenshot to open it full size.
01Product discovery
A catalogue with product filters
Customers compare materials, brands and prices, then check variant stock and delivery details.
02Lead operations
Quote requests with project details
The quote form gives the right store the project details, budget and contact preference.
Other screens from the project
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Before - brand page
-
After - product page
Mobile views
-
Before · brochure site
-
After · online store
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Notes
- How to read the figures. Search Console measures clicks and visibility, not customers or revenue. Globally impressions fell while clicks still rose - the growth came from the Canadian audience the project targeted. ↩