Eight days of work. Twenty checklist points gained. Here's what shipped, what's left, and what we're proposing for the next sprint — every proposal grounded in a concrete impact estimate and a brand-faithful path forward.
All gains came from store-level Shopify edits — zero theme files touched, zero customer-facing copy changed. The lift carried over to every theme on the store.
60 / 60 nulls filled
Across sage-pants (26), the-mid-season-hoodie (19), sage-jacket (11), sage-long-sleeve-hoodie (4). Total store-wide coverage now 232/232.
+5 ptsGoogle Image Search eligible
8 of 9 trimmed
"Wanayi Camouflage " → "Wanayi Camouflage". Cleans Google Shopping feed + structured-data brand entity.
+5 pts
9 of 9 classified
Hunting Jacket · Hunting Pants · Hunting Shirt · Hunting Hoodie · Hunting Hat (×2) · Hunting Beanie · Hunting Neck Gaiter · Hunting Knee Pads.
+5 ptsMerchant Center ready
/blogs/news fixed
Title and description metafields now set. Western-US-targeted: "Hunting Tips & Camo Pattern Guides."
+5 pts
Both are one-line edits in Settings → General. Neither needs a developer. Both fix issues that propagate site-wide and across every theme.
Settings → General → Store name
A trailing space in the store name is the root cause of every broken page title on the site. Once trimmed, all 9 product titles, FAQ, About, and homepage titles render cleanly. Also cleans og:site_name on social shares.
Settings → General → Store description
Current (53 chars — Google truncates short and pads with surrounding text):
Suggested (148 chars — pick one on slide 12):
Where it shows: only Google search results. Not on the website. Customers visiting wanayicamo.com see no change.
Schema is hidden code that tells Google exactly what each page is. Right now Wanayi has only Organization schema. Four types are missing — each one unlocks a different kind of rich result on Google.
2,605 words of FAQ content on /pages/faq → invisible to FAQ rich results.
PA workshop, real address, real hours → no LocalBusiness schema → no Google knowledge panel.
9 products with breadcrumb-able paths → no BreadcrumbList → no breadcrumb trail in SERPs.
Combined impact: +20 pts on the checklist.
Zero copy changes. All four are HTML markup additions in the theme template.
One JSON-LD block in the FAQ template that wraps the existing 2,605-word Q&A in FAQPage schema.
JSON-LD block declaring Wanayi as a local business with address, phone, hours, and category.
BreadcrumbList JSON-LD on every PDP and collection page. Visible breadcrumb component above each PDP title (small, can be styled in brand voice).
WebSite schema with a SearchAction that wires Google's sitelinks search box to wanayicamo.com's internal search.
Wanayi already has built-in Shopify search at /search. This schema just tells Google about it.
The home page currently has three H1 tags ("Wanayi Camouflage", "DAMN Good Camo", "Explore Camo Patterns"). Google reads multiple H1s as weak hierarchy. We'd promote one to H1 and demote the other two to H2.
Pick a primary H1 (or write one in the same voice):
h1 vs h2), not the CSS. Google sees a clean hierarchy; shoppers see no difference. The styling stays exactly the same.5–7 review cards in an autoscroll carousel below the homepage hero. Pulled from Shopify Reviews app, Etsy testimonials, social comments, or GBP reviews once seeded.
Hero → reviews → product is the canonical converting flow. Hunting apparel is a high-trust purchase ($150+ jackets) — social proof above the fold lifts add-to-cart rate ~8–15% on this category.
Hunters land on home, see hats, scroll past, leave.
Aligns with how a hunter shops: outer layer → mid layer → accessories.
5–7 product-specific Q&As in collapsible toggles below the buy box. Same FAQPage schema bake-in (slide 6).
CRO + Schema lift
Existing size chart relocated to a clean tab/modal. Reduces "what size am I" bounce — currently a top exit reason on hunting apparel.
CRO
Free shipping threshold, delivery time, return policy in one place. Builds trust at the buy box.
CRO
A real photo of the father-son team — workshop, field, or a clean portrait. Humanizes the brand instantly. The "American-made by a family" claim only lands when shoppers see faces.
Luke + dad provide the photo. Drake's team handles placement.
One sentence under the phone number explaining the (406) area code on a PA address.
Or any version Luke prefers. We can talk this through together.
This is where the brand voice lives, so we're not drafting it for you. Below is the structure that performs best — fill in your words.
These all involve voice and brand judgment that should be a conversation, not a one-way proposal. Each is something we can calendar 30 minutes to settle.
Current hero text and button. Direct, product-led, brand-faithful. Discussion needed.
PDP body copy is currently a mix of older AI-assisted drafts. Rewrite in Luke's voice — discussion needed.
"the-mid-season-hoodie" lives at a URL that says "mid-season" but the product is "Early Season Hoodie." Auto-redirects when changed.
Smaller copy on About, Our Camo, FAQ. Where wording feels off — flag it, we rewrite together.
For reference: Sitka Gear, First Lite, and KUIU all score in the 88–95 range on the same checklist. 90+ puts Wanayi at competitive parity with the major hunting apparel brands — earned without changing the brand voice.
All seven of these get done by Drake's team this week. Visible to hunters searching "American-made hunting camo near me," "PA hunting apparel," and branded queries.
photos uploaded — workshop, field, founder, product.
reviews collected from family, friends, beta customers.
secondary categories incl. "Hunting and fishing store."
Q&As seeded via burner account — branded discovery.
special-hours seasons — PA archery 9/28, rifle 11/20, turkey 4/30.
family-owned attribute (NOT veteran-owned) + payment methods.
Plus: post-purchase email automation requesting reviews. Once running, GBP reviews backfill the homepage carousel (slide 12).
Questions? Drake @ Cause & Effect Strategic Partners · drakegriffith8@gmail.com · (770) 501-3959