Summary

UN-SKRU had built its sales on a marketplace channel. When that channel went away, the website inherited a job it was never designed for: convincing a stranger to buy, on its own, with no marketplace reviews or trust badges doing the persuading.

The work was to turn a product-listing site into something that could carry a purchase decision end to end — and to make sure search engines could finally understand what was being sold.

The challenge

Three problems arrived at once. Demand that used to be captured by the marketplace now had to be found independently. Buyers who used to trust a familiar checkout now landed on an unfamiliar site. And the site’s structure gave search engines very little to work with.

[ ADD MORE DETAIL — the specific constraints, deadlines, budget limits or technical debt you were working inside. ]

Before

Strategy

Trust first, traffic second. There was no point driving new visitors to a site that couldn’t convert the ones it already had.

• Lead with the problem the product solves, not the product specification
• Move proof — reviews, guarantees, real usage — to the points where people hesitate
• Rebuild the page structure so each product has a page worth ranking
• Make the buying path shorter and the next step obvious on every screen
• Fix the technical foundation so the content could actually be indexed

[ ADD YOUR OWN NOTES — anything you deliberately chose not to do, and why. ]

Implementation

Delivered by the Mentor AOD team, with me setting the direction and reviewing each stage before it went live.

[ ADD DETAIL — the pages rebuilt, what changed structurally, anything technically interesting. ]

After

Results

Screenshots

Client feedback

Tools & technologies

What I’d repeat, and what I wouldn’t

[ ADD YOUR HONEST REFLECTION. Two or three sentences. What worked better than expected, what took longer than it should have, and what you’d change if you started again. This section is what separates a case study from a brochure — clients read it closely. ]