Bells of Steel
How I leveraged organization and design best practices to boost sales, standardize, and enhance visual communication.
Tags
Online Store
Land Pages
Sales record
Tools Used
- Figma
- WordPress
- Elementor
Bells of Steel is a fitness equipment supplier based in Calgary, Canada, with operations extending to the United States. The company emphasizes high-quality gear for strength athletes.
The company required a professional to provide support for WordPress page creation and was seeking talent on the freelance platform UpWork.
I was hired as a freelancer in 2022 following a test. I quickly adapted. I began by assisting with social media banners, but soon transitioned to developing internal institutional pages.
After a certain period, I was hired as a full-time employee. My role expanded to direct involvement in marketing campaigns and providing technical consultancy on WordPress plugins and overall platform improvements.
Over time, I took on important responsibilities for major sales campaigns, such as Black Friday and Cyber Monday—high-volume sales periods.
- Process
Design Challenges
The primary issues I found during the site review were inconsistent button styling and color usage, which led to visual clutter. It was evident that the existing company style guide was not being followed across the team.
I developed a strategy to introduce essential design standardization, prioritizing a non-disruptive implementation to maintain team productivity.
I presented the team with a proposal for site migration to Elementor, focusing on its advantages for streamlining creation processes.
Although the full migration was not approved, I successfully integrated Elementor into the workflow. Achieving process integration and adding significant value so early in my career at the company was a considerable professional success.
In early 2024, during my final months with the company, the team decided to switch the site’s WordPress theme. I was tasked with mastering the new theme and initiating the full site migration. However, this project was ultimately canceled, and the entire platform was strategically migrated to Shopify.
- Delivery
Internal Pages and Campaigns I Developed
Corporate Pages
Pages dedicated to partners, a showroom for client visits, and several product-specific pages detailing key features and characteristics.
Events and Training Programs
Bundle Sales, Influencer Partnerships, Featured Athletes, and Dedicated Training Program Pages.
Product Pages and Upsell Pages
I not only created upsell pages using the WooFunnels plugin but also handled product registration and all necessary configuration for their successful display on the site.
- Results
Quantifying My Contribution
In late 2023, the company achieved one of its largest sales outcomes in years. During a team meeting, the exceptional sales results were presented, and the management team expressed great satisfaction with the return on our collective work.
Although documentation of the meeting is unavailable, the campaign successfully set several new sales records. I was frequently acknowledged by the team for my high-quality deliverables and support, which lasted through the extended Cyber Monday period.
Professional Growth and Takeaways
The biggest takeaway from my time at the company was the experience collaborating with a large, international team for page production, providing WordPress consulting, and communicating directly with the owner to find and implement tools for improving the online store.
Furthermore, I developed greater English fluency and cultural adaptability while working with the international team.
