Stellmann

When the plugin connecting Stellmann’s WordPress site to their Shopify store broke, it didn’t just cause a technical headache. It took the entire shopping experience down with it.

About Stellmann

Stellmann sells CSIRO-certified non-slip coating products across Australia. Their customers range from homeowners protecting a slippery bathroom floor to aged care facilities meeting safety compliance requirements, to OTs writing up NDIS plans. It’s a business with a wide audience and a genuine need to speak clearly to each of them.

The Challenge

The original site ran on WordPress with Shopify handling the store behind the scenes, a setup known as headless commerce. The two platforms were connected by a plugin. When that plugin failed early in the project, the ordering flow broke. Rather than patch the integration, the decision was made to move everything to Shopify and rebuild from scratch.

That decision made sense. The existing ordering flow was already in Shopify, so migrating the content across was cleaner than rebuilding the commerce layer in a different platform. But it also meant the project scope shifted quickly, and the build had to accelerate before the store was fully down.

What Was Built

Shopify is a hosted e-commerce platform designed to handle everything from product catalogues to checkout. It’s well-suited to businesses that need a reliable store without the overhead of managing a separate CMS.

What started as a content migration became a structural rethink. The old site’s navigation didn’t reflect how customers actually searched for or thought about the products. The rebuild organised everything around two clear verticals: Home Safety and Commercial. Each vertical has its own audience, its own use cases, and its own search behaviour. Structuring the site this way made it easier for visitors to find what they needed, and gave each vertical its own SEO foundation.

Dedicated landing pages were built for each industry context, including aged care, education, hospitality, and industrial settings. These pages capture specific search traffic from facility managers and compliance-conscious buyers who aren’t looking for a general product page. They want to know the product works for their environment. The pages answer that directly.

The navigation was also segmented by audience type: homeowners, installers, facility managers, and OTs or NDIS providers each have a clear path through the site. Lead capture flows were built for free assessments and compliance reviews, giving the B2B side of the business a way to convert visitors who aren’t ready to buy off the shelf.

The Result

Stellmann now has a single, coherent platform that handles both sides of their business without a third-party integration holding it together. The site is structured around how their customers actually search, with content pages that target specific industries and audiences rather than relying on one generic product listing to do all the work.

The client actively manages and expands their own content, and the site is built to accommodate that without breaking down.