When I joined Dean Safe, the company’s website was still hosted on the Yahoo platform. My first major project was assisting with the migration to Shopify Plus, transferring hundreds of product listings, images, and content to the new platform. Once the site was live, I led a full redesign to improve user experience, site navigation, and mobile responsiveness—ensuring compliance with Google’s push for mobile-friendly, fast-loading websites. I redesigned the main menu for clearer navigation, introduced new strategies to promote slow-moving inventory online, and reorganized help resources to make support and product information more accessible. Post-launch, I continuously audited and updated pages to improve accuracy, performance, and usability. As of January 2025, the site is optimized with excellent page speed, accurate product data, and a mobile-first design that supports both customers and SEO goals.
- product pages -
Each product page was built to include optional add-ons, organized "above-the-fold" content for quick reference, product videos, customer reviews, and detailed descriptions. To further enhance visibility on Google, I implemented an FAQ tab featuring common questions potential buyers might search when researching that specific model or similar safes. This not only improved user experience but also increased the chances of our answers appearing in search results. I also strategically included keyword-rich content throughout the pages, which supports SEO performance on Google—unlike on Amazon, where keyword overuse can negatively impact rankings.
- collection pages -
Our goal was to have these products easily filterable to help people find what they were looking for. I found having image icons automatically populate on certain safes with certain tags helped them stand out more when scrolling - such as "In Stock" and "Made in USA".
- homepage & menu bar -
- USED safes -
In cases where customers no longer wanted their safes, we would either offer an exchange or buy back the safe if it was in good condition. Additionally, any safes that were slightly damaged during delivery were categorized under our “Used Safes” or “Scratch & Dent” section. These units were discounted and sold in-store or over the phone. I was responsible for gathering product information, photographing each unit, helping determine appropriate pricing and discounts, and creating detailed online listings. This page consistently received the highest organic traffic on our website. We found that the more detailed the description and photos, the faster the safes would sell.
- Custom safes -
After noticing several custom safes in our showroom were being overlooked, I created a dedicated page featuring individual listings to increase visibility and drive sales. Each listing included detailed photos and videos of the exact safe available for purchase, allowing customers to see precisely what they would be buying. This concept was inspired by our approach to used safes, but I expanded it by making the products fully purchasable online.
- Information & Help pages -
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- Store Locations -
We designed our Locations page to be easily accessible from multiple areas of the website, with a clear layout for users to find directions and contact information quickly. Store hours and details were regularly updated, including temporary notices such as holiday hours or phone service interruptions, to ensure customers always had accurate, real-time information.