orchardclassicdecals.com.

The problem

Andy at Orchard Classic Decals makes reproduction decals for classic Kawasaki motorcycles — H1, H2, KH, KE/KT series, model-year specific, printed on polymeric vinyl. The product was sound. The storefront wasn't keeping up.

Three and a half years on the same Shopify theme: model-line landings buried inside generic copy, browse paths that grouped products in ways customers didn't think about, SEO landings that didn't sound like Andy or earn rankings.

What I did

Storefront. A new theme built around how Andy's customers actually shop. Browse by model line, by year, by build. Model-line landings (Z1, KZ-series, GPZ, KH, on-/off-/trail) got their own paths instead of being filter chips on a generic listing. Featured products grouped by riding style (street, off-road, trail) so Andy can re-group from admin without code.

Voice. Every page, product, and article rewritten to sound like Andy — the same warm, practical voice that runs through his installation guide. Materials named by name: polymeric vinyl, 2K clear coat, ROLAND TRUEVIS. Conversational asides, not editorial polish. Where elevated language fits ("authentic", "engineered"), it stays; where it would have read salesy, it didn't go in.

Content. Ten guides on the questions Andy gets asked weekly. Each one targets a long-tail term his catalogue can answer, in Andy's voice. Drafted and shipped alongside the rebuild so the new theme launched with the articles in place.

Going live

The old theme kept selling through the build. Customers didn't see a thing. When the new theme was ready, I swapped over in a single window — pages published, redirects in place, end-to-end tested, analytics back online. No downtime, no broken links, no lost orders.

What it reflects

Small specialist businesses with a strong product and a storefront that hasn't caught up — that's the work SDM is built for. Andy makes the product. I build the storefront around how he sells. Same hands from scope to handover.