eCommerce · Web Development · SEO
HouseofDanielle
DesigninganddevelopingaWooCommerceexperiencethatsupportsbothhireandpurchasejourneyswithinthesameproductcatalogue.
The Brief
Services
Website Design & Development
WooCommerce
Custom Front-End Development
UX & Customer Journey
SEO
Google Business Profile
Google Analytics & GA4
Website Maintenance
House of Danielle needed an online experience that could support a less traditional eCommerce model, allowing customers to explore fashion pieces available to hire, purchase or both. The project combined website design, WooCommerce development, custom front-end functionality and digital optimisation to create a clearer and more flexible customer journey.
What I Worked On
Makingtwoshoppingjourneysfeellikeone.
Unlike a traditional online store, House of Danielle needed to support different ways of purchasing the same product. Some pieces could be hired, others purchased, and some offered both options. The challenge was creating a product experience that made those choices clear without making the website feel complicated, while still keeping the platform manageable behind the scenes.
Website Design & Development
Designed and developed the House of Danielle website in WordPress using Bricks, creating a premium visual direction that reflected the brand while keeping the shopping experience simple and easy to navigate across desktop and mobile.
Custom eCommerce Experience
Extended WooCommerce beyond its standard product experience to support the business's hire and purchase model. Custom functionality was developed to allow customers to switch between buying and hiring options while dynamically updating pricing and product information.
Product & Customer Journey
Structured product pages around the decisions customers actually needed to make, improving the presentation of pricing, product options and calls to action. The focus was on reducing friction and creating a more intuitive path from discovery through to purchase or hire.
SEO & Search Visibility
Implemented foundational SEO across the website, including page structure, metadata, content hierarchy and technical considerations to create a stronger foundation for organic search visibility as the product catalogue continues to grow.
Analytics & Local Presence
Set up and supported Google Analytics and GA4 to provide visibility into website traffic and customer behaviour, alongside optimisation of the Google Business Profile to strengthen the brand's presence across Google search and local discovery.
Ongoing Website Management
Continued supporting the website as the business evolved, including product updates, catalogue changes, technical improvements and ongoing adjustments to the customer experience.
Outcome
Customers can switch between hiring and purchasing the same product, with pricing and details updating automatically instead of needing separate listings for each.
Product pages are structured around the decisions customers actually need to make, rather than a standard WooCommerce layout stretched to fit a different kind of business.
Foundational SEO, including page structure, metadata and content hierarchy, gives the growing catalogue a base to build search visibility from.
Google Analytics and GA4 now show real visibility into traffic and behaviour, and the Google Business Profile is set up to support local discovery.
