From brochure site
to six-figure
ecommerce brand.

A complete digital evolution for a growing brick-and-mortar network—connecting multiple store locations, ecommerce, appointment booking, lifecycle marketing, and ongoing conversion work.

theb12store.com

Business results attributed to The B-12 Store

One connected system.
Compounding results.

The experience had to serve a growing network of physical store locations—not a single online storefront. Ecommerce made products available beyond the stores, while appointment booking bridged online discovery with in-person services.

2021—2022$0 → 6 figuresNew ecommerce revenue scaled to six figures in one year

2022—2023+160%Year-over-year ecommerce sales growth

2023—2024+44%Sustained year-over-year growth on the larger revenue base

20235-figure boostProduct-launch sales in the first client engagement

2022—20235-figure listBuilt organically from nothing

List performance38% / 4%Average email open rate / click-through rate

The assignment

The website needed to support a business—not just describe one.

The original experience gave the growing brand a basic web presence, but its brochure-style structure could not fully support ecommerce, appointments, customer accounts, order tracking, or the operational needs of multiple brick-and-mortar locations and their store owners.

I redesigned and developed the site in 2020, then continued evolving the experience as the business and its digital revenue systems grew.

02 / The evolution

Same brand.
A much bigger job.

BeforeOriginal brochure experience

After2020 redesign + later evolution

03 / What I built

Designed end to end.

Website + interface redesign

A cleaner visual system, clearer information hierarchy, responsive layouts, richer navigation, and a more direct journey from education to action.

Ecommerce infrastructure

Online shopping, cart functionality, customer accounts, order tracking, product merchandising, and the systems needed to support a growing digital business.

Appointments + locations

Online appointment booking with a HIPAA-compliant submission process bridged digital discovery and shopping with in-person services. Store discovery and individual location pages supported customers and owners across the brick-and-mortar network.