Marketing for online stores, product brands and makers
Your product is good. The problem is that someone landing on your store has never heard of you, can't touch what you're selling, and has forty other tabs open. I build the brand, product pages and content that close that gap — so people buy instead of bookmarking it for later and never coming back.
How people actually decide to buy?
Ecommerce is the only industry I work in where the entire sale happens without a conversation. No phone call, no consultation, no chance to answer an objection. Everything has to be handled on the page before someone hits buy.
They arrive cold and sceptical.
Instagram ad, a search result, a friend's link. They've never heard of you. The first question isn't "do I want this," it's "is this a real business or am I about to lose sixty dollars to a dropshipper."
They look for the reason it's worth more.
There's always a cheaper version. Always. What justifies your price is the story, the materials, the maker, the reason it exists — and if the product page doesn't tell them, the cheaper version wins by default.
They check the practical objections.
Shipping cost. Delivery time. Returns. Sizing. Whether it ships to their state. Every unanswered one of these is an abandoned cart, and shipping cost revealed at checkout is the single biggest cause.
They look for proof that other people bought it.
Reviews, photos from real customers, anything showing the product in a normal house rather than a studio. Scarce reviews on a new store is the hardest problem in ecommerce and it has to be solved deliberately.
Most of them leave.
Around seven in ten who add to cart don't finish. That's normal. What isn't normal is having nothing that brings them back — no abandoned cart email, no retargeting, no reason to return.
Closing line
Everything I build for a product brand is aimed at those five moments. Not at follower counts.
What's usually going wrong?
Your product pages describe, they don't sell.
Dimensions, materials, a bit about the fabric. All accurate, none of it answering why someone should want it or what's wrong with the cheaper one. Product pages are where the money is made and most stores treat them as a data entry job.
You've got traffic and no sales.
People are arriving and leaving. That's usually not a traffic problem — it's a trust problem or an objection problem. More ad spend on a page that doesn't convert just costs more per person who leaves.
Your brand is the product photos and nothing else.
Good products, decent photography, no reason to choose you over the next store selling something similar. Without positioning, you're competing purely on price and shipping speed — a fight you lose to anyone with more volume.
You're posting on Social Media and it isn't selling anything.
Product shots, quotes, the occasional flat lay. Engagement's fine, sales are flat. Social sells product when it's built around the buying decision, not when it's a catalogue with better lighting.
You've got no email list, or you've got one and never use it.
Email is the highest-return channel in ecommerce and the most commonly ignored. No welcome sequence, no abandoned cart flow, no post-purchase follow-up. Every one of those runs on autopilot once it's built and most stores have none of them.
Launches land flat.
New product goes live, one post announcing it, some sales trickle in. A launch is a sequence — build-up, a reason to act, a window. Announcing isn't launching.
What I'd do about it !
Brand and positioning
Most product brands are positioned on the product. Beautiful candles. Handmade ceramics. Natural skincare. Accurate, and identical to a hundred others.
I work out what your brand actually stands for and who it's actually for. The specific person, the specific occasion, the specific thing they can't get elsewhere. That's what justifies a price above the cheapest option and what makes someone remember you well enough to come back.
What's included
Positioning and competitive differentiation
Brand story and founder narrative — the thing that makes a small brand beat a big one
Core messaging and proof points
Brand voice guide
Visual identity — logo system, palette, typography
Packaging, swing tag and unboxing design direction
Brand guidelines any future designer can follow
Website and product pages
An ecommerce site has one job: answer every objection before someone hits buy, because you don't get a second chance to explain.
What's included
Site structure and collection architecture
Product page framework you can reuse for every new line
Full copywriting for key products, categories and site pages
Design and build, or optimisation of your existing store
On-page SEO, including product schema
Handover training so you can add products yourself without breaking the format
What that means in practice ?
Product pages built around the buying decision, not the spec sheet
Shipping cost and delivery time visible early, not sprung at checkout
Returns policy in plain English where people look for it
Sizing, care and materials answered without hunting
Reviews and customer photos on the page
A checkout with as few steps as possible
Category and collection pages written for search, not just as filters
Fast on mobile, because that's where most of your traffic is
Email and automation
The highest-return work on this page. These run once they're built and they earn while you sleep.
What's included
Welcome sequence for new subscribers
Abandoned cart flow — the single biggest recoverable revenue in most stores
Browse abandonment for people who looked and didn't add
Post-purchase sequence: delivery expectations, care, review request
Win-back sequence for customers who've gone quiet
Campaign calendar for launches, sales and seasonal pushes
List growth mechanism on site
Launch campaigns
A launch is a sequence with a build-up, a reason to act now and a window that closes. Not a post on the day.
What's included
Launch strategy and timeline
Teaser and build-up content
Email sequence across the launch window
Social assets for the full campaign
Waitlist or early-access mechanism
Post-launch follow-up for people who didn't buy
Content
Content built around the buying decision rather than the content calendar.
That means showing the product in use, in a real house, on a real person. Answering the questions that stop people buying. Showing the maker and the process, because for a small brand the story is the differentiator a bigger competitor can't copy. Seasonal content that lines up with when people actually buy your category.
How I handle it
Content strategy and pillars
Monthly content calendar
Captions and branded graphics
Blog articles targeting what people search before buying your category
User-generated content strategy — how to get customer photos and use them
Monthly reporting on what actually moved
Reviews and social proof
The hardest problem for a new store and the one that most affects conversion.
What's included
Automated review requests timed to when the product has actually been used
Incentive structure that gets photos, not just star ratings
Where and how to display reviews so they do the most work
Response templates for the good ones and the difficult ones
A process for turning customer photos into content you can reuse
Photography (quoted separately)
Photography isn't part of a standard build — it's scoped and quoted on its own.
For ecommerce it's the highest-leverage spend there is, because the photo is the product until it arrives. What matters is the mix: clean product shots on white for listings, lifestyle shots showing scale and context, detail shots proving quality, and in-use shots that let someone picture owning it.
If you've got existing photography I'll tell you honestly whether it's holding you back or whether the money's better spent elsewhere.
Frequently asked questions
What platform do you work on?
Shopify, WooCommerce, Squarespace, or whatever you're already trading on. If you're on something that works, I'd rather rewrite and restructure it than force a migration you don't need. If your platform genuinely is the problem, I'll say so.
Do you run ads?
Yes, if you want them — but not as the first thing. Sending paid traffic to a page that doesn't convert is the most expensive mistake in ecommerce, so I'd rather fix the product pages and email flows first and then turn ads on. That way you're paying to acquire customers, not paying to find out your checkout's leaking. Ads are quoted separately from a build. If you've already got someone running them, I'll work alongside them and make their job easier.
We're pre-launch with no customers and no reviews.
That's a specific problem with specific solutions — founder story, transparency about process, seeding product to get first reviews, and a launch structure that builds an audience before day one. Pre-launch is the best time to do this properly.
We've got traffic but nobody's buying.
Almost always it's the product page, the shipping reveal or a trust gap. That's a conversion problem, not a traffic problem, and it's usually the cheapest thing on this page to fix.
Can you write all our product descriptions?
Yes. Full catalogue copywriting is quoted separately based on how many products you've got and how much variation there is between them — a hundred t-shirts is a very different job to forty pieces of furniture. A standard build includes the product page framework and copy for your key products; the rest gets quoted on scope. If your catalogue's large, I'll usually suggest starting with the top sellers and the categories doing the most traffic, then working through the tail.
Do you set up the email platform?
Yes — Klaviyo, Mailchimp, Shopify Email, whatever suits your volume. Flows built, tested and documented so you can adjust them later.
We sell wholesale as well. Does that change things?
It changes the site structure and adds a retailer-facing layer, but the brand work underneath is the same. Worth flagging on the call.
How long before we see sales move?
Email flows are fastest — abandoned cart alone can show up within a fortnight of going live. Product page rewrites move conversion within weeks. Search takes two to three months to settle. Anyone promising faster is guessing.
Let's talk about your store
Thirty minutes, no pitch deck. Tell me what's going on and I'll tell you what I'd do first — even if that's fixing your Google listing before you spend a cent with me.
No Worries Digital
Branding, websites, content and digital products for Australian small businesses.
ABN 40 313 203 612
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Based in Sydney, NSW — Working with businesses Australia-wide.