Complete rebuild of the Druid Nutrients e-commerce website on WordPress/WooCommerce. Outdated theme, and the full e-commerce playbook was needed. We replaced everything with a fully custom, on-brand, multilingual, SEO-optimized storefront built entirely through code. No page builder. No visual editor. No design tool. Every template, every style, every interaction written as code and deployed via SSH.
The storefront runs on 23 custom PHP templates. The homepage follows a StoryBrand SB7 narrative arc: hero, stats, problem, guide, product, testimonials, stakes, calculator, manifesto. The checkout is iDEAL-first for the Dutch market, with Stripe cards, Klarna, and PayPal. Custom radio buttons, payment box toggles, and Stripe.js preloading in the head for faster card form rendering. WooCommerce fought us on every pixel of the checkout. We won.
The translation system supports 8 languages (EN, NL, DE, ES, FR, IT, CS, PL) with 1,827 translated strings. We built a custom PHP gettext filter that reads from JSON files. Zero database queries. The plugin's own translation pipeline was broken, so we bypassed it entirely and owned the pipeline ourselves.
SEO architecture includes 6 JSON-LD schema types (Organization, Product, Article, BreadcrumbList, FAQPage, HowTo), Rank Math optimization across all pages and articles, FAQ sections with accordion and structured data, and auto-generated table of contents from h2 headings. The journal system was rebuilt with a custom taxonomy, data callout shortcodes, insight cards, and comparison tables. 8 articles rewritten with proper editorial structure.
E-commerce handles 3 product lines (Berkana, Jera, Uruz) with dynamic color-coded product pages, a high-conversion cart with trust signals, and shipping zones for Europe, NL/DE/BE, and UK. VAT enabled at 21%, prices include tax.
From 47 active plugins down to 27. From 1 language to 8. From zero schema markup to 6 schema types. From a generic theme to 23 custom templates. Timeline: approximately 48 hours of active development across multiple sessions. Built so a small brand operates with the infrastructure of a much larger one.