Webflow e-commerce site creation for Erika Fresch Collections
Erika Fresch Collections is an Italian handcrafted jewelry brand based in Oderzo, near Treviso. Each piece is created from fragments of painted canvas, transforming artwork into unique wearable objects.
The goal of the project was to build an e-commerce experience that could communicate this distinctive universe while providing simple navigation, solid SEO foundations and a website the client could manage independently.
Adapting Webflow to the brand
To keep the project efficient in terms of both budget and production time, we started from a Webflow template selected for its structure and flexibility. I then adapted it to the visual identity of Erika Fresch Collections, refining the content, visual hierarchy and key user journeys throughout the website.
The challenge was to balance the editorial character of the brand with the functional requirements of an online store: allowing visitors to discover the story behind the collections, browse the different pieces easily and move naturally towards the product pages.
Creating a clearer e-commerce experience
Particular attention was given to navigation and product pages, which form the core of the shopping journey.
The website structure was simplified to make the different product categories easier to explore and to provide a consistent experience across desktop, tablet and mobile. Product pages were also structured to present each piece more effectively through imagery, product information and a clear content hierarchy.
Subtle interactions and strategically placed calls to action support the browsing experience without taking attention away from the jewelry itself.
Building strong SEO foundations
SEO was integrated directly into the website design and development process rather than being treated as an additional layer after launch.
I worked on the semantic structure of the pages, meta titles and descriptions, URLs, internal linking and image optimization. Performance was also considered through optimized assets, lazy-loaded imagery and locally hosted fonts.
Structured data, together with an appropriate XML sitemap and robots.txt configuration, complete the technical foundation and help search engines crawl and understand the website more effectively.
Giving the client full control of the website
Another important objective was to avoid creating an e-commerce website that required technical support for every content update.
Once development was complete, I trained Erika on how to manage the Webflow store independently, including adding and updating products, editing content and applying essential SEO best practices.
The result is an e-commerce website aligned with the handcrafted character of the brand, designed for discovering the collections, purchasing online and managing the store independently on a day-to-day basis.
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