A complete redesign, migration, and digital growth roadmap — taking Euroline from a static catalogue to a modern, premium e-commerce experience inspired by Bath Depot.
Reference
Bath Depot
Platform
Shopify · Milano
Catalogue
~1,000 SKUs
Timeline
8–10 weeks
01 — Overview
The opportunity, in plain terms.
Euroline's current site is a 2016-era WordPress catalogue with limited filtering, no real cart, and dated visual language. The plan: a ground-up Shopify build using the Milano theme (already purchased), mirroring the polish of Bath Depot, scaled to Euroline's category mix (bathroom, kitchen, lighting), with the marketing infrastructure to drive growth after launch.
What we're solving
The existing site catalogues product images but doesn't sell. There's no transactional cart, no real category filtering, no SEO foundation, no inventory logic — and the design no longer reflects the premium positioning Euroline has earned offline.
We rebuild from scratch on Shopify with proper IA, faceted filters, a checkout that converts, and a launch-ready SEO + paid-traffic engine behind it.
Current platformWordPress (Jupiter theme)
Target platformShopify (Milano theme)
Design referencebathdepot.com
Product count~1,000 SKUs
Primary categoriesBathroom · Kitchen · Lighting
Engagement modelPhased — Build, Launch, Grow
02 — Information Architecture
Tentative sitemap & structure.
Built around how shoppers actually browse — by room first, then by product type, then by attributes. This mirrors Bath Depot's approach (Faucets · Sinks · Furniture · Showers · Toilets) but is adapted to Euroline's existing inventory and the lighting category they already own.
eurolinebc.ca · Shopify
Bathroom Mega Menu
Bathtubs
Freestanding
Drop-in
Skirted / Alcove
Corner
Walk-in & Soaker
Showers
Shower bases
Shower doors & enclosures
Shower systems & columns
Shower heads & valves
Toilets
One-piece
Two-piece
Wall-hung & smart toilets
Bathroom Sinks
Undermount · Drop-in · Vessel · Glass
Vanities & Cabinets
Bathroom Faucets (new)
Mirrors & Medicine Cabinets (new)
Bathroom Accessories (new)
Kitchen Mega Menu
Kitchen Sinks
Undermount
Top mount / Drop-in
Apron / Farmhouse
Bar & prep sinks
Laundry & utility sinks
Kitchen Faucets (new)
Pull-down · Pull-out · Bridge · Pot fillers · Touchless
Shop by Style — Modern · Traditional · Industrial · Minimalist · Luxury
Shop by Finish — Chrome · Brushed Nickel · Matte Black · Gold · Bronze
Shop by Brand
New Arrivals
Best Sellers
Sale / Clearance
Inspiration & Content SEO
Lookbook / Project Gallery
Buying Guides
How to choose a bathtub
How to pick a kitchen sink
Lighting fundamentals — layered lighting
Finish & style pairing guides
Blog & Trends
Showroom Visit (Surrey, BC)
Customer & Account Standard
My Account · Sign In / Register
My Orders · Track My Order
Wishlist / Saved Items
Cart & Checkout
Trade / Pro Account (contractors, designers)
Quote Request (for project orders)
Footer & Utility Pages
About
About Us · Our Story · Showroom · Careers · Press
Help & Service
Contact · FAQs · Shipping & Delivery · Returns & Exchanges · Warranty · Track Order
For Pros
Trade Program · Designer Resources
Legal
Privacy Policy · Terms of Service · Cookies · Accessibility
03 — Wireframes
A first look at the new experience.
Low-fidelity wireframes for the three pages that drive 90% of any e-commerce site: the homepage, the category/collection page, and the product page. These set the layout direction — exact visual treatment, typography, and imagery come at the design stage.
eurolinebc.ca
A · Homepage
Free shipping over CAD 499 · Surrey BC showroom openEN · CAD · Trade Account · Track Order
EUROLINE
⌕ Search bathtubs, faucets, lighting…
Account♡ Wishlist🛒 Cart (0)
BathroomKitchenLightingShop by RoomInspirationSaleTrade
Pure & Simple. Premium quality, guaranteed.
Bathtubs, kitchen sinks, and lighting curated for Canadian homes. Visit our Surrey showroom or shop online with confidence.
Shop the Collection →
Shop by Category
Find what you're renovating
Bathtubs
Kitchen Sinks
Faucets
Lighting
Toilets
Vanities
Showers
Hardware
Best Sellers
Loved by homeowners and contractors alike
[ Product image ]
Freestanding Soaker Tub
CAD 1,299
[ Product image ]
Apron Farmhouse Sink
CAD 649
[ Product image ]
Brass Pendant Light
CAD 229
[ Product image ]
Pull-down Kitchen Faucet
CAD 389
Trade Program
Designers, contractors and builders — register for trade pricing, dedicated support, and project quotes.
In stock · Ships within 3–5 business days · Free shipping over CAD 499
Description & Highlights+
Specifications & Dimensions+
Installation & Spec Sheet (PDF)+
Shipping & Returns+
Reviews (47)+
Wireframes show structure and hierarchy only — final design will follow Bath Depot's premium tone with custom typography, photography, and brand-consistent details applied at the visual design stage.
04 — Features Included
Standard e-commerce, done right.
Beyond the visual redesign, the build includes every feature a modern Shopify store needs to operate professionally on day one. Most are covered by the Milano theme natively — reducing app dependencies and recurring app costs.
Storefront
· Mega-menu navigation
· Predictive / autocomplete search
· Faceted filters & sorting
· Product quick-view
· Wishlist / saved items
· Recently viewed products
· Related products & cross-sells
· Customer reviews & ratings
· Mobile-first responsive design
Cart & Checkout
· Sticky / slide-out cart
· Cart upsells & bundles
· Free-shipping progress bar
· Discount & coupon codes
· Guest & account checkout
· Shop Pay, Apple Pay, Google Pay
· Tax & shipping calculator
· Abandoned cart recovery
· Order confirmation emails
Operations
· Customer accounts & order history
· Order tracking page
· Return / RMA workflow
· Stock & inventory display
· Trade / Pro pricing tier
· Quote-request form
· Newsletter signup & pop-ups
· Blog / Buying-guide CMS
· GDPR & cookie compliance
05 — Phase 01 · Build
Shopify design & development.
The foundation. A complete redesign on Shopify using the Milano theme — UX, visual design, theme customization, content structure, and launch-ready setup.
Phase 01 · One-time
Shopify Design & Development
From discovery and IA to a production-ready Shopify store, fully responsive, with the Milano theme customized to match Bath Depot's premium tone and Euroline's brand.
Full UI/UX design — homepage, category, PDP, cart, checkout, account
Mobile-first responsive layouts
3 rounds of design revisions per page
Component library & style guide
Development & Launch
Milano theme customization & setup
Mega-menu, predictive search, filters
Customer accounts, wishlist, reviews integration
Trade / quote-request workflow
Blog & CMS pages, lookbook layout
Cross-browser QA, mobile testing, payment setup
301 redirect mapping from old WordPress URLs
Launch & 30 days post-launch support
Timeline
8–10 weeks
Payment
40 / 30 / 30
Deliverable
Live Shopify Store
06 — Phase 02 · Catalogue
Product upload & migration.
Up to 1,000 products migrated and uploaded into the new Shopify store with proper categorization, attributes, images, and SEO basics. Runs concurrent with Phase 1 development from week 5 onwards, so the catalogue is live on launch day.
Phase 02 · One-time
Product Upload & Migration
Catalogue migration done right — not just imports, but properly tagged, cross-linked, image-optimized products that show up in search and sell themselves.
CAD 1,499
CAD749
One-time · ~CAD 0.75 / product
Save 50%
Migration & Structure
Bulk CSV import setup & data validation
Up to 1,000 products migrated
Categorization & collection tagging
Variants — finishes, sizes, materials mapped
Inventory & SKU management setup
Pricing & tax rules per category
Content & SEO
Product titles & descriptions formatted
Image optimization (WebP conversion, alt tags)
Meta titles & descriptions per product
URL handle structure & redirect mapping
Cross-sell & related-product linking
Quality check on first 100 products before scaling
Timeline
3–4 weeks
Payment
50 / 50
Deliverable
Catalogue live on store
07 — Phase 03 · SEO
On-page & organic SEO.
A continuous organic-growth program structured into four quarterly focus areas. The first quarter is foundational — fix what's broken, set the technical baseline. Each quarter that follows builds on consistent content, authority, and conversion improvements that compound. We recommend a minimum 6-month engagement; SEO compounds, and stopping early wipes out earlier work.
Phase 03 · Monthly Retainer
SEO Strategy & Execution
Monthly SEO work — technical fixes, content, links, and CRO. Minimum 6-month commitment recommended; SEO compounds, and stopping early wipes out earlier momentum.
CAD 599 / month
CAD499
Per month
Save 17%
What's included every month
Smart SEO Shopify plugin setup & tuning
Keyword research & mapping
On-page SEO across all pages
Schema markup & technical fixes
2 SEO blog articles per month
Internal linking & site structure
Google Search Console & GA4 setup & monitoring
Backlink outreach (light)
Monthly performance report & review call
Local SEO — Google Business Profile (Surrey)
Minimum Term
6 months
Billing
Monthly · in advance
Plugin Required
Smart SEO · CAD 24.99/mo
Quarterly SEO Roadmap
Quarterly focus areas that build on each other — minimum 6-month engagement
Q1 · Foundation
Audit & technical baseline
Full technical & on-page audit
Smart SEO plugin install & config
Site speed & Core Web Vitals fixes
Schema markup (Product, Org, Breadcrumb)
301 redirect map from old URLs
Keyword research — 200+ target terms
GSC, GA4, Bing Webmaster setup
Local SEO — GMB (Surrey)
2 cornerstone blog articles
Q2 · Content
Build content authority
Buying guides — 6 long-form articles
Category page copy optimization (top 20)
Product description rewrites — top 100 SKUs
Internal linking architecture
Image alt text & metadata pass
FAQ schema on product pages
First link-building outreach
Monthly competitor gap analysis
Q3 · Authority
Off-page & local growth
Backlink campaign — guest posts, citations
HARO / journalist outreach
Local directories — Yelp, Houzz, BBB
Geo-targeted content (Surrey, Vancouver)
Content cluster expansion
Review-collection workflow
Mid-funnel landing pages
Q4 · Conversion
Optimize & scale what's winning
CRO audit on top traffic pages
A/B testing on PDP elements
Holiday & seasonal SEO campaigns
Refresh top-performing content
Year-end keyword report
Year-2 strategy document
08 — Phase 04 · Optional
Google Ads management.
If Euroline needs faster traction than SEO can deliver — typically in the first 6–12 months while organic rankings are still building — paid search and shopping ads fill the gap. We charge a percentage of monthly ad spend to manage the campaigns end-to-end.
Phase 04 · Optional · Monthly
Google Ads Management
Strategy, setup, creative, optimization, and reporting for Google Search, Shopping, and Performance Max campaigns. Add Meta (Facebook + Instagram) ads on the same model when ready.
15%
of monthly ad budget
Optional
What's included
Account audit & campaign strategy
Google Ads & Merchant Center setup
Search, Shopping & Performance Max campaigns
Conversion tracking & remarketing pixels
Ad copy & creative variants
Weekly bid & keyword optimization
Negative keyword management
Monthly performance report & strategy call
How the pricing works
15% management fee on actual ad spend
Ad budget paid directly to Google by client
Recommended starting ad budget — CAD 1,500–3,000/mo
At CAD 2,000/mo spend → CAD 300/mo fee
At CAD 3,000/mo spend → CAD 450/mo fee
Minimum 3-month commitment to see results
No setup fee for accounts under 5 campaigns
Fee Model
15% of spend
Minimum Term
3 months
Reporting
Monthly + dashboard
09 — Phase 05 · Optional
Social media management.
For brands that want to build presence on Instagram, Facebook, and TikTok — full content strategy, video production, posting, and community management. Recommended once the store is live and looking to scale brand awareness.
Phase 05 · Optional · Monthly
Social Media + Video
Three platforms, fifteen posts a month, and four short-form videos — handled end-to-end by our content team. Designed to build brand recall, not just vanity metrics.
CAD999
Per month
Optional
Content & production
Content calendar & brand voice setup
15 static / carousel posts per month
4 short-form videos per month (Reels / TikTok)
Story / highlight content weekly
Caption writing & hashtag research
Custom graphics & thumbnails
Management & growth
3 platforms managed — Instagram, Facebook, TikTok
Daily community management & DMs
Comment moderation & engagement
Hashtag tracking & competitor monitoring
Monthly analytics report & strategy review
Coordination with paid social if running
Platforms
IG · FB · TikTok
Output / month
15 posts + 4 videos
Minimum Term
3 months
10 — Phase 06
Annual maintenance contract.
After Phase 1's 30-day post-launch support window ends, the AMC kicks in — keeping the store healthy, secure, and continuously improving. Priced as a percentage of project development cost (Phase 1 + Phase 2). Highly recommended; without it, small issues compound into expensive ones.
Phase 06 · Recommended
Annual Maintenance Contract
Ongoing care for the Shopify store — bug fixes, theme updates, plugin compatibility, security monitoring, and a monthly bucket of hours for small enhancements as the business evolves.
CAD355
Per year
Calculated on Phases 01 + 02
Maintenance & updates
Theme & plugin updates monthly
Shopify version compatibility checks
Security & uptime monitoring
Backup & restore safeguards
Speed & Core Web Vitals tune-ups (quarterly)
Broken-link & 404 monitoring
Enhancements & support
4 hours / month for small changes & tweaks
Priority bug-fix turnaround (within 48 hrs)
Email + chat support during business hours
Banner / hero image updates
Seasonal campaign setup (Black Friday, holidays)
Quarterly review call with strategy notes
Monthly Hours
4 hours included
Extra Hours
CAD 20 / hr
Renews
Annually
Investment at a Glance
Pricing, simplified.
Phase
Type
Standard
Your Price
Phase 01 — Shopify Design & Development
One-time
CAD 3,499
CAD 2,799
Phase 02 — Product Upload (~1,000 SKUs)
One-time
CAD 1,499
CAD 749
Phase 03 — SEO Retainer
Monthly · min 6 mo
CAD 599 / mo
CAD 499 / mo
Phase 06 — Annual Maintenance Contract
Annual
—
CAD 355 / yr
Phase 04 — Google Ads management
% of ad spend
—
15%
Phase 05 — Social Media + Video
Monthly
—
CAD 999 / mo
All amounts in CAD, exclusive of applicable taxes. Excludes Shopify platform fees (~CAD 39/mo), Smart SEO plugin subscription (CAD 24.99/mo), domain registration, third-party fonts, paid-ad media budget, and any premium imagery licensing. Google Ads management fee (15%) is calculated on actual ad spend, billed monthly. Optional phases (04 & 05) can be added at any time after launch.
11 — Build Timeline
From kickoff to launch in ~10 weeks.
A typical phased schedule. Phase 2 product upload begins in week 5 once collection structure is stable, so the catalogue is live on launch day.
