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LaunchNaro · Clause 04E-commerce · Scope of works
Clause 04Storefront

Traffic is not the hard part.

Most struggling storefronts have visitors. They lose them at one of three moments — finding the product, deciding on it, or paying for it.

An online store is a conversion funnel with a catalogue attached, and the interesting question is never how to get more traffic. It is: of the people already here, where exactly are we losing them?

There are only three answers, and they happen in order. Every storefront project starts by working out which of the three is actually costing you money, because fixing the wrong one is expensive and changes nothing.

Sub-clauses

Three moments, in order

Each one has its own failure mode and its own remedy.

  1. 04.1

    Find it

    Where it goes wrong. They cannot locate the product, so they leave and buy it somewhere findable.

    1. 04.1.1Catalogue and category architecture that matches how customers describe products, not how your supplier organises them
    2. 04.1.2Filtering and sorting that stay usable past a hundred products, and that do not create thousands of near-duplicate crawlable URLs
    3. 04.1.3Search that tolerates a typo and a partial word
    4. 04.1.4Clean, stable product URLs with correct canonical handling for variants and filtered views
  2. 04.2

    Decide on it

    Where it goes wrong. The page does not answer the question standing between them and buying.

    1. 04.2.1Product pages that lead with the specifics people actually ask about — size, materials, dimensions, compatibility, what is in the box
    2. 04.2.2Photography given room to work, with zoom and multiple angles that load quickly rather than beautifully
    3. 04.2.3Honest stock, delivery, and returns information near the buy button, not buried in a policy page
    4. 04.2.4Product structured data so the important details can appear in search results
  3. 04.3

    Buy it

    Where it goes wrong. The checkout is hostile on a phone, and the basket is abandoned at the last step.

    1. 04.3.1Checkout designed and tested on real phones, with the right keyboard for each field
    2. 04.3.2Validation that catches problems as they happen, in language that says what to fix
    3. 04.3.3Guest checkout as the default — forced account creation is the most reliable way to lose a first-time customer
    4. 04.3.4Clear totals with shipping and tax shown before the final step, never as a surprise
Note

On platforms, honestly

We do not claim deep expertise in a platform we have not configured for you.

Commerce platforms differ enormously in what they make easy and what they make impossible, and the right one depends on your catalogue size, how you handle stock, where you ship, and what already runs your business.

So the platform decision happens in discovery, with you, once we understand those things — not as a claim on this page. If a hosted platform meets your requirements, we will say so, even though a custom build would bill more.

What we bring regardless of platform is the storefront design, the front-end implementation, and clause 03, the SEO foundations — which is where most storefronts are weakest.

Why speed matters more here

A marketing site has one slow page. A storefront makes a customer load a category page, a product page, a basket, and two or three checkout steps — every one a chance to give up.

  1. 01Product images are the payloadThey are the reason the page is heavy and the reason someone is on it. Correct formats, correct sizes per breakpoint, lazy loading below the fold.
  2. 02Listing pages compoundForty product cards means forty images and forty prices. Getting one card efficient makes the whole page fast.
  3. 03Checkout gets the strictest budgetIt is the highest-value page on the site and usually the most script-heavy. It is audited last and hardest.
Schedule · Clause 04

What you receive, and what you do not

Named artefacts on the left. On the right, the limits of this clause — printed beside the scope rather than in a later document.

Top copy · IncludedDeliverables
  • Catalogue structure with category and filter design — included
  • Product page templates including variants and out-of-stock states — included
  • A checkout flow with real validation and error recovery — included
  • Product structured data and canonical handling for variants — included
  • Performance budgets applied to product and listing pages — included

Everything above is handed over in your own accounts and stays yours. See when each piece arrives.

Duplicate copyNot included
  • Platform subscription, transaction, and payment-processor fees — not included
  • Product photography and copywriting for your catalogue — not included
  • Uploading or migrating your product data, unless quoted as a line item — not included
  • Warehouse, fulfilment, and inventory system integration beyond one standard feed — not included
  • Tax and shipping-rule configuration — we build the surface, your accountant sets the rules — not included
  • Ongoing merchandising and campaign management after launch — not included

If you need one of these, say so at discovery and it gets quoted as its own line — never absorbed silently and billed later.

Cross-reference

Clauses usually scoped alongside this one

  1. 0101 · Web DesignCustom design built around how people actually read and decide.
  2. 0202 · Web DevelopmentModern front-end code that stays fast and stays maintainable.
  3. 0303 · SEO FoundationsThe technical and structural groundwork search engines need.
References

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Case studies are published as projects finish and clients approve what can be shown. Nothing is invented in the meantime.

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Discuss a storefront.

Describe the business and what is not working. You get a straight answer on whether clause 04 is the right fit, what it involves, and what it costs.

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