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Swedish Door
From SEO fixes to a full e-commerce rebuild.

ClientSwedish Door
My roleLed digital strategy at U7 Solutions
Timeline2022–2025
ScopeSEO · WooCommerce · Google Ads · Email · Dashboards
Swedish Door kitchen

Overview

Swedish Door makes custom cabinet doors and panels for IKEA kitchens. What began as a focused SEO and analytics mandate grew into a multi-year transformation: a platform migration, several redesigns and ongoing marketing and analytics support.

At a glance

3phases over 3 years
1000sproduct variations migrated
1dashboard for web, ads and email

The challenge

  • Technical debt. Slow pages, broken links and outdated architecture were blocking SEO growth.
  • Dated UX. Navigation and forms caused conversion drop-offs.
  • Platform limits. Shopify couldn’t handle complex product variations or wholesale needs.
  • Limited measurement. Inconsistent tracking made it hard to attribute results or scale campaigns.

My role & approach

I owned strategy and reporting, and guided U7’s web, design and analytics teams through a phased transformation.

2022

SEO and technical foundations

  • GA4 and GTM for goal and event tracking
  • Speed fixes: compression, caching, CSS and JS optimization
  • Cleaned up indexing errors, HTTPS conflicts and duplicate metadata
  • Redesigned navigation, homepage and catalogue templates
2023

Shopify → WooCommerce migration

  • Directed the full migration while protecting SEO equity
  • Custom product pages and catalogue flows
  • Nuvei payments, custom shipping rules, save-for-later and wishlists
  • Migrated and optimized thousands of product variations
2024–2025

Enhancements and marketing

  • Ongoing landing page optimization (Get Started, IKEA bundles, Akurum shop)
  • Custom catalogue filters, mega menus and product discovery
  • Google Ads strategy with keyword, CPC and conversion optimization
  • Email automation and Looker Studio dashboards across web, ads and email

Results & impact

  • Stronger SEO foundations: a faster site, fixed indexing errors and healthier domain authority.
  • Better UX: clearer navigation and catalogue flows lifted engagement and conversions.
  • E-commerce flexibility: WooCommerce enabled features Shopify couldn’t.
  • Measurable ROI: visibility into sales, catalogue downloads and ad-driven conversions.
  • Scalable growth: ongoing campaigns keep driving qualified leads.

In short

A simple SEO and tracking audit became a multi-year partnership, and a faster, more flexible store with the analytics to keep growing.