Located on magical San Juan Island, Salty at Heart Island Apothecary has natural success with in-store purchases. Owner Sarah Bernstein is now focused on building an online presence in order to increase year-round sales and reach a wider audience. I worked closely with Sarah to understand her background and vision for the shop, audited her existing website, and prioritized a list of recommendations that support her goals. I then revamped her site to incorporate more visuals and content about the island in order to give online users the sense of visiting the beautiful shop. I added more images of Sarah and of Sarah’s personal story into the site to convey the personally-curated nature of her store, and enhanced SEO by creating more links within the site, incorporating effective keywords, and adding pages that facilitate a sense of trust for site visitors. I also worked with Sarah to understand her product direction, and reorganized collections and navigation to improve product presentation and shopping flow.