Beazu Wholesale E-commerce Growth & Maintenance

Project Overview

SEO, UX, and site stability improvements for a jewelry wholesale store

Timeline

September 2025 - November 2025

Role

Full-stack Engineer

Company

Beazu Wholesale

Team

3 members — Full-stack Engineer (me), Owner, Marketing Representative

Tech Stack/ Tool

PHP, WordPress, WooCommerce, Javascript, CSS, UX/UI, SEO

Impact

Increased organic traffic by 1.3x and sales by 1.5x, fixed 10+ critical bugs to stabilize daily operations, improved mobile navigation and cross-shopping via category CTAs, and delivered WordPress theme customizations for faster product discovery.

Live URL

The Situation

Background

Key jewelry products were not ranking well in search results, while the e-commerce site also needed bug fixes and UX improvements to support growth.

The Challenge

Increase organic visibility and sales while maintaining a stable production store and addressing critical bugs and feature requests.

The Solution

I led SEO and UX improvements, prioritized and fixed critical PHP bugs, and customized WordPress themes to improve navigation and product discovery.

My Role

Owned SEO/UX improvements and site maintenance, working with the owner and marketing representative.

Key Features & Screenshots

SEO-Optimized Category Pages

Developed dedicated jewelry category pages with optimized meta tags, structured data, and keyword-rich content, resulting in increased organic search traffic and improved SEO rankings.

Production Stability & Feature Development

Successfully balanced bug resolution and feature delivery by fixing critical PHP issues while implementing stakeholder-requested functionality.

Flatsome Theme Enhancements

Customized the Flatsome WordPress theme to boost conversions and UX by adding strategic CTA buttons, enhancing mobile navigation with category quick-links, and using CSS and UX Builder for maintainable updates.

Blocksy Theme Optimization for Wholesale

Enhanced the Blocksy theme with a custom product variation interface and direct Add to Cart buttons, enabling wholesale customers to buy multiple products efficiently and reducing cart abandonment.

Outcomes

Increased organic traffic by 1.3x and sales by 1.5x, fixed 10+ critical bugs to stabilize daily operations, improved mobile navigation and cross-shopping via category CTAs, and delivered WordPress theme customizations for faster product discovery.