Keystone Worms
Problem:
Keystone Worms operates in a growing $220M organic gardening market but had an outdated website with poor navigation, inconsistent visuals, and limited educational content. Users struggled to find product info and made few purchases, limiting business growth potential.
Website traffic increased by 88%
Online orders have more than doubled
70% increase in conversions
Solution:
A UX audit and market research revealed an unclear value proposition, poor usability, and no clear calls to action.
No
CTA
The redesign focused on storytelling to connect with organic gardening customers, clarifying the brand’s value, simplifying navigation, and adding compelling calls to action to create an intuitive, engaging e-commerce experience.
Design process:
The redesign introduced an engaging, easy-to-understand landing page, expanded site structure, and a cohesive visual identity inspired by nature with an updated color palette and typography. Shopify adaptation ensured a smooth, user-friendly shopping experience with enhanced product galleries and filters.
Key features:
Clear, inspirational homepage communicating Keystone Worms’ unique benefits
Intuitive menu and site layout for seamless browsing
Educational content to build customer trust and knowledge
High-quality product images, detailed descriptions, and customer reviews
Enhanced e-commerce functionality with filtering and easy checkout
Impact:
The redesign gave Keystone Worms a product showcase worth sharing. Before launch, site traffic was minimal and online revenue reflected it. Since the 2024 redesign, the business saw roughly 70% revenue growth, bringing in an additional $2–3k compared to the previous period. Reviews grew from 1–2 to 8, and the site has remained active with ongoing maintenance and updates.
Clean product gallery with high-quality images, detailed descriptions, and customer reviews
Filtering and sorting added to simplify product discovery
Ongoing site maintenance post-launch as the business has grown
Testimonial
Exceptional Redesign Experience
"It was a pleasure working with Donny on the redesign of my website. From the initial consultation to the finished design, Donny listened to my input, was quick to respond to feedback and offered insightful suggestions. My website has a polished, professional look and the customer response has been overwhelming!"