Floor Land Impulse Theme

This is an already live Shopify website: https://www.floor-land.co.uk/

The site is currently undergoing a transition to the Impulse theme, with part of the redevelopment already in progress. I am now looking for a highly skilled Shopify developer and SEO/CRO specialist to take ownership of the next phase and elevate the site to a significantly higher level.

The role requires a deep, analytical approach. I am not looking for basic implementation, but someone who can assess the site commercially and technically, then propose and execute improvements that will materially increase conversion rates and organic performance.

The successful candidate will be expected to carry out:

A full technical and on-page SEO audit
Conversion rate optimisation analysis across key templates (homepage, collection, product)
Code review and clean-up to improve performance and scalability
Core Web Vitals and speed optimisation
UX and design improvements aligned with high-converting competitors
Identification and implementation of new features that will improve engagement and sales

You should be confident in analysing competitor websites within the UK flooring market and identifying gaps in both SEO structure and user experience. The goal is to bring the site in line with, or ahead of, leading competitors in terms of visibility, usability and conversion performance.

I am looking for someone who can think commercially, not just technically — someone who can identify what will actually drive revenue growth, not just make surface-level changes.

When applying, please include:

Examples of Shopify stores you have improved (SEO and conversion)
Evidence of measurable results (traffic growth, conversion improvements, PageSpeed scores, etc.)
Your approach to identifying and prioritising high-impact changes

This is an opportunity for the right person to take a good foundation and turn it into a market-leading eCommerce site.

Shopify Expert Required – Impulse Theme (Advanced Build, SEO & Performance Focus)
I am looking for a highly experienced Shopify developer to take over and complete a partially finished Impulse theme redesign.
This is a high-standard project requiring strong expertise in performance optimisation, Core Web Vitals, advanced SEO structure, and premium UI/UX. This is not a basic Shopify build.
The website must not go live until all work has been fully completed, tested, and meets the required performance and quality standards.

Core Objectives (Non-Negotiable)
• Achieve 90+ PageSpeed score (mobile and desktop)
• Meet Core Web Vitals targets (LCP under 2.5s, CLS under 0.1, INP under 200ms)
• Deliver a modern, premium design standard (2026 level)
• Build a strong SEO structure for collections and product pages
• Improve conversion rate through UX, trust signals, and speed
• Ensure scalable architecture for long-term growth

Full Scope of Work
1. Speed and Performance Optimisation (Critical)
• Convert all images to WebP or AVIF
• Implement lazy loading across images and sections
• Remove render-blocking scripts
• Minify CSS and JavaScript
• Reduce DOM size
• Remove unused apps, scripts, and legacy code
• Replace heavy apps with native Shopify or lightweight alternatives
• Optimise fonts using preloading and reduced requests

2. Header and Mega Menu Rebuild (High Priority)
A completely new, modern mega menu must be built and must match or exceed the structure, usability and performance of leading competitors such as Online Carpets.
This is not a basic dropdown. A standard navigation menu will not be accepted.
Layout Requirements
• Full-width mega menu
• Minimum 6-8 column grid layout
• Clean, evenly spaced structure
• No cramped or stacked layout
Required Column Structure
Each main category (Laminate, LVT, Parquet, Wood, Carpet, Accessories) must include structured navigation sections such as (detail will be provided.):
• By Colour (with visual swatches/images)
• By Room
• By Shade
• By Price
• By Style
• Thickness
• By Brand
• Accessories
Each item must link to a real, optimised collection page.
Visual Requirements (Critical)
• Each flooring and carpet colour must include a visual swatch or image
• Not text-only links
• Images must be consistent, high quality, and fast loading
• Layout must remain clean and uncluttered
Design Requirements
• Clear section headings with strong hierarchy
• Clean typography and spacing
• Subtle background contrast (e.g. light grey panel)
• Hover states for links
• Smooth, fast open/close behaviour
Additional Features
• Featured brands section (Quick-Step, Floorify, etc.)
• “Shop by Room” navigation
• Strong internal linking for SEO
Performance Requirements
• Instant load with no lag
• No heavy JavaScript frameworks
• No reliance on third-party mega menu apps
• Must not negatively impact Core Web Vitals
Mobile Navigation
• Must convert into a clean accordion-style mobile menu
• Maintain structure while simplifying layout
• Optimised for usability and speed

3. Design System (Premium UI Standard)
• Typography system using modern fonts (Inter, Plus Jakarta Sans or similar)
• Consistent heading hierarchy (H1, H2, H3)
• Clean spacing and grid layout
• Rounded UI elements (8–16px)
• Minimal, high-end design with no clutter
• Strong, consistent CTA styling

4. Homepage Redesign (Conversion and SEO Focus)
• Strong above-the-fold section with clear USP and call to action
• Trust signals (reviews, delivery messaging, UK-wide service)
• Featured categories with visual tiles
• Best sellers carousel
• Brand logos for trust
• USP icons (waterproof, easy install, etc.)
• Customer reviews integration (Google preferred)
• SEO content block with internal links

5. Collection Pages (SEO and UX Focus)
• Large product imagery
• Clear filters (brand, colour, thickness, room type, waterproof, installation)
• Sorting options (price, popularity, etc.)
• Price per m² clearly displayed
• Delivery information and stock status visible
SEO Requirements
• Top description (concise, engaging)
• Bottom description (detailed, keyword-rich)
• Internal linking within content
• CollectionPage and breadcrumb schema implemented
• Resolve any duplicate schema issues

6. Product Pages (High Conversion Focus)
• Large image gallery with zoom and lifestyle images
• Colour swatches
• Key information above the fold:
o Price per m²
o Coverage calculator
o Delivery information
o Stock availability
Conversion Features
• Free sample button
• Urgency messaging (low stock)
• Finance messaging (if applicable)
Content Sections
• SEO-optimised product description
• Technical specification table
• Installation guide
• FAQs
Schema
• Product schema
• Review schema
• FAQ schema

7. SEO Structure (Critical)
• Unique meta titles and descriptions across all pages
• Proper heading structure (one H1 per page)
• Strong internal linking strategy
• Clean URL structure (no duplication)
• Schema cleanup:
o Remove duplicate Organisation schema
o Ensure correct implementation of all schema types

8. Mobile Optimisation (Very Important)
• Mobile-first UX
• Fast-loading images
• Thumb-friendly navigation
• Optimised layout for conversions

9. Advanced Features
• Flooring calculator (m²)
• Sample ordering system
• Sticky add-to-cart
• Wishlist functionality (optional but preferred)

10. Tech Stack Cleanup
• Remove problematic apps (e.g. SEO apps causing conflicts)
• Replace with lightweight or native Shopify solutions
• Eliminate unnecessary scripts

11. Analytics and Tracking
• GA4 setup
• Google Search Console
• Conversion tracking (add to cart, checkout, purchase)

Final Requirements Before Completion
• All pages must load under 2.5 seconds
• No broken links
• Fully mobile optimised
• All schema validated
• All SEO elements complete
• All collections and products structured correctly

Strict Requirements (Do Not Apply If)
• You are a beginner or outsource your work
• You do not understand Core Web Vitals
• You cannot achieve 90+ PageSpeed scores
• You lack experience with the Impulse theme
• You rely on heavy apps instead of optimisation
• You request payment outside Fiverr

To Apply (Mandatory)
You must provide:
• Examples of Impulse theme projects
• Proof of PageSpeed scores achieved
• Explanation of your Core Web Vitals optimisation process
• Experience with Shopify SEO and schema implementation
Applications without this information will not be considered.

Budget
Flexible for the right developer who can deliver this project to the required standard.
Screen shot has been added to show how much of the home page has been completed. Collection pages, product pages, and pages, blog pages, and other pages need updating.