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Migration · 7 weeks
Kampura grow and stone-grind certified organic ceremonial cacao in Guatemala, with nobody between the farm and the bag. The site ranked well and could not take a payment.
30-min call with a senior lead · Reply within 1 business day · NDA on request
Organic traffic
Faster load
As reported by the client.
Kampura grow and stone-grind certified organic ceremonial cacao in Guatemala, with nobody standing between the farm and the bag. The product has won awards. Around it sits something rarer: years of writing on origin, ceremony, sourcing and preparation that answers the questions people type before buying cacao at this level.
What the site could not do was take money.
A visitor read their way to a decision and then found a contact form. Every order began as an email, which means the sale waited for somebody to be awake and answer it. A buyer in another time zone simply closed the tab.
The obvious fix is a fresh store on a fresh domain structure, which is also how years of ranking get deleted in one afternoon. Those pages were the asset. They brought the audience and they did the convincing. The catalogue was the easy part, and it was never the part at risk.
Buyers at this level check origin before they check price, so the plan put the farm, the varietal and the grind above the number rather than under it. The essays were treated as part of the selling rather than as an about section, with each one pointing at the cacao it argues for. Reading and buying become one route.
The redirect map was scheduled before the design, not after it. Written at the end of a migration, redirects are guesswork. Written first, they decide the information architecture instead of apologising for it. That order also meant every ranking address was listed, matched to a destination and signed off before a template was touched.
Nothing here had ever asked for an order, so the decision was to add a checkout without adding a sales voice. The writing already did the persuading and did it better than any banner would. A cart, a clear shipping position for a product leaving Guatemala, and a buy point at the end of each essay were enough.
The product page ranks by what a cacao buyer still needs to know. Farm, varietal and grind come first, then the price, then the practical detail of weight and shipping. Nothing was added to hurry the decision. A brand that names its own growers cannot open with a countdown and still be believed.
On a phone the essays keep their shape. Headings survive the move as headings, so a reader can scan a long piece with a thumb and still find the paragraph they arrived for. At the end of each article sits the cacao it describes. That is the only selling those pages do.
Every existing address was listed and matched to a destination before theme work began, so the new structure was built around the pages that already ranked.
A buyer at this level checks the farm and the grind first, so the number sits underneath them rather than over the top.
Each article ends at the cacao it argues for, which turns a reader who came for an answer into somebody with something to add to a cart.
The WordPress builder markup stayed behind. It was the main reason the old pages were slow and the main thing an automated import would have preserved.
The store runs on Shopify with a theme written in Liquid. Products, variants and customer records came across through Matrixify. Shopify Markets handles currency and shipping for a product leaving Guatemala, so an international buyer sees a total rather than a surprise at the last step. GA4 was in place before launch, not after it.
The content did not import cleanly. Years of WordPress editing leave shortcodes, inline styles and three ways of marking a heading, and an automated import carries all of it into the new theme. We moved the long pages by hand and rebuilt their structure as we went. That took two of the seven weeks.
A migration is not finished on launch day. Search Console stayed open through the first month, the old addresses were watched as they resolved, and the handful that did not were fixed before anyone noticed. Most of the risk in a move like this shows up in week three, not week one.
05Key solutions
The parts of the build a visitor would point at.
The full URL map was signed off before the build, so a reader arriving from a search result lands on the page they were promised.
Each long article links into the cacao it describes, so a reader who came for an answer can act on it without hunting.
Orders complete on the site instead of starting as an email, so a buyer in another time zone is never waiting on office hours.
Headings, titles and internal links were rebuilt by hand rather than imported, so the pages that ranked kept the shape that earned it.
The page builder and the plugin stack stayed on WordPress, and images are sized and served as WebP, so pages arrive quickly.
Currency and shipping are set for a product leaving Guatemala, so an order from abroad does not end in an unexpected total.
06The result
What changed after launch.
Organic traffic
Organic traffic is up 55%. That is not a new content programme. It is the same pages, on the same addresses, now sitting beside something a reader can act on. The writing that used to end in a contact form now ends in a cart.
Faster load
Pages load 3× faster than the WordPress site they replaced. Some of that is Shopify and most of it is what is no longer there: no page builder, no plugin stack, images sized and served as WebP. Orders now arrive without anyone writing an email first.
Those two figures belong together.
Traffic landing on a slow page and a page that could not take payment cost the business the same thing, which is the order. The audience never had to be rebuilt. It only had to be given somewhere to go at the end of the reading.
Tell us the number that is stuck. A senior lead replies within one business day with an honest view, free.
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9.9/10 client score · 150+ projects · 100% on time
07The finished site
Live, and running the business it was built for.
Visit the live site (opens in a new tab)
08In their words
We were nervous about the articles. They came across with their addresses intact, and the traffic did not dip in the week after launch.
09Tech stack
What it is built on, and what it talks to.
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