DOWN HOME BY DEBOERS
Designed to Feel Like Home, Built to Shop
To translate a rustic-modern brand into a seamless shopping experience, we developed an e-commerce site using website design and development, UX strategy, and content creation, blending storytelling and usability to create a more intuitive and conversion-focused storefront.
Overview
Down Home by DeBoers—Chelsea & Cole DeBoer’s rustic-modern home brand in Tea, SD—curates furniture, rugs, lighting, décor, apparel, and accessories with a lived-in, ready-to-style aesthetic.
As the full-service partner, The Sampson House built the Shopify storefront and produced an editorial loft photoshoot to align commerce, content, and brand voice. We architected navigation and collections for intuitive browsing, wrote conversion-minded copy that mirrors natural search, and tuned technical SEO for clean indexing. Our team led shot lists, on-site styling, and post-production to capture texture, scale, and lifestyle context—then translated that library into modular homepage stories, collection intros, and product imagery. The result is a cohesive system where UX, photography, and messaging work together to increase discoverability, confidence, and conversion.
Scope of Work
eCommerce website design & development (responsive UX/UI)
Information architecture, collection taxonomy, navigation & filters
Search Engine Optimization (metadata, headings, internal linking, alt text, redirects, sitemap, image optimization)
Art direction
Photography
Accessibility (semantic markup, WCAG contrast, keyboard navigation)
Team training, governance, and post-launch support
eCommerce Email automation + workflow
STRATEGY
Borrow the language of magazines, apply the discipline of eCommerce. We used editorial compositions, negative space, and tactile close-ups to elevate perceived quality, while rigorous taxonomy, filters, and CTAs guide the hand to checkout. Category intros set the mood; product pages answer the doubts; analytics confirm the path. The look is aspirational; the experience is practical.
RESULTS
A cohesive, fast, and search-forward storefront supported by lifestyle imagery that lifts discoverability, confidence, and conversion.
180,687
Sessions in the first 60 days.
$342,000
In total sales in the first 60 days.
5%
Add-to-cart rate.
2500 ms
Largest Contentful Paint (LCP) page load.
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