Case Study
A modern Shopify store and SEO foundation for Skelin.
A complete Shopify build for a Swedish health and supplement brand. Custom theme, Swedish market optimisation, and technical SEO — delivered as one coordinated project.
Skelin website after launch — skelin.se
Context
A Swedish brand ready to grow online.
Skelin is a Swedish health and supplement brand. The brand had a strong product line and growing interest from Swedish consumers — but the existing website did not match the brand's quality or Swedish market expectations.
The brief was to build a modern Shopify store from the ground up that reflected Skelin's brand, converted Swedish customers, and established a foundation for long-term organic growth through SEO.
The Problem
Three barriers to growth.
Conversion Rate
Low conversion rate
The existing website had a low conversion rate. Product pages lacked clear value communication, the mobile experience was subpar, and the purchase journey had friction points causing drop-off before checkout.
Swedish Market
Not optimised for Swedish consumers
The website lacked the payment options and user experience Swedish consumers expect. No Klarna integration, no Swish support, and no mobile-first design that prioritised the Swedish purchase flow.
Organic Search
Minimal SEO foundation
No technical SEO foundation was in place. The site architecture had crawl issues, structured data was missing, and there was no content strategy targeting relevant search terms in health and supplements within the Swedish market.
Strategy
One project. Two disciplines.
Rather than treating the website and SEO as separate projects, we coordinated everything as one. A store built for conversion and an SEO foundation built from day one — so that organic traffic could start delivering from launch.
01
Shopify Build
Custom theme, conversion-focused design, Swedish payment solutions, and a mobile experience built for the Swedish market.
02
SEO Foundation
Technical SEO, structured data, and on-page optimisations targeting health and supplement keywords in the Swedish market.
Execution
What we actually did.
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Phase 1
Brand & UX Discovery
We conducted a deep-dive analysis of the Skelin brand, target audience, and the Swedish e-commerce landscape. The existing website was reviewed for conversion optimisation, mobile experience, and Swedish consumer expectations around payment and delivery.
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Phase 2
Custom Shopify Build
We built a completely new Shopify store with a custom theme that reflected Skelin's brand identity. Focus was on clean design, fast loading, and a purchase journey optimised for Swedish consumers — including Klarna integration, Swish support, and a mobile-first experience.
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Phase 3
Product Pages & Content
Product pages were designed to communicate quality and build trust. Each page received structured product descriptions, ingredient information, and social proof. Images were optimised for fast loading without compromising visual quality.
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Phase 4
SEO
Technical SEO foundation was implemented from the start: site architecture, structured data, meta tags, and on-page optimisations. Content work targeted relevant keywords in health and supplements within the Swedish market.
The Result
4
Phases delivered
Discovery → Launch
2
Payment integrations
Klarna + Swish
1
Custom Shopify theme
Built from scratch
100%
Mobile-first
Optimised from day one
Skelin launched with a completely new Shopify store that reflects their brand quality and is optimised for Swedish consumers. Klarna, Swish, and a mobile-first experience were integrated from the start.
The technical SEO foundation means organic visibility can grow over time — every product page is optimised, structured data is in place, and the site architecture is clean.
Want results like these for your brand?
Book a 30-minute strategy call. We review your business before the call and come prepared with real observations — not a sales pitch.