Ecommerce Website Design & SEO for a Premium Fashion Brand
10x
Louan is a premium womenswear brand specialising in luxury silk clothing. Pagency initially came on board to improve the brand’s existing Shopify store, creating a more considered ecommerce experience, strengthening product presentation and addressing the technical, content and SEO foundations needed for growth.
What began as a focused website improvement project has since developed into an ongoing partnership covering SEO, ecommerce management and website support.
For a premium fashion brand, a beautiful website is only part of the job. The ecommerce experience needs to communicate the quality of the product, make an expanding catalogue easy to shop and give search engines enough information to understand and surface the brand.
Pagency’s initial work on Louan covered improvements across the Shopify website, including the homepage, navigation, product browsing and presentation, product-page information, imagery and performance, SEO and key supporting pages.
The partnership then moved into ongoing ecommerce management and SEO, including product and collection optimisation, catalogue updates, stock management, merchandising, product linking, technical SEO monitoring and continued website improvements.
This means ecommerce website design and SEO aren’t treated as separate projects. The website continues to evolve alongside the collection while every improvement considers both the customer experience and how the products are discovered through search.
The process began with getting to know the brand properly — sitting down with Louan to go through the product range in detail and understand their wider strategy. This is a fabric-first brand: exceptional quality and real craftsmanship, with a story that needed the website and product photography to do it justice, not just describe it. That understanding shaped the design from the outset. Wireframes came first, mocked up and shared early, landing on a clean, premium feel that let the products do the talking rather than compete with heavy design.
Louan had already chosen a Shopify template, but it leaned on the platform’s default heavy, dark colour blocks rather than reflecting the brand’s own tone, so brand guidelines were built alongside what Louan already had established, giving the design a formalised direction to work from. Those guidelines then fed through into both the website and Louan’s wider marketing.
When Pagency began working with Louan in March 2026, the opportunity wasn’t to replace the brand’s identity or start again with a completely new website. It was to take an existing Shopify store representing a premium product and make the digital experience work harder for the business. The first phase focused on the foundations: improving the homepage and navigation, strengthening the way products were presented and browsed, refining product information, and addressing performance and SEO opportunities.
From there, the work became increasingly focused on discoverability and ongoing ecommerce growth. Core pages and collections were optimised, metadata and heading structures improved, canonical and sitemap issues reviewed, internal product linking strengthened, and supporting content such as the silk care guide developed. Product imagery has also been systematically optimised with descriptive filenames and alt text, while new products and collections are managed with search visibility in mind from the outset. Rather than treating SEO as a one-off exercise, Pagency continues to use search data to identify where Louan is gaining visibility and where the next opportunities lie — letting the SEO strategy develop alongside the brand.
In the three months to August 2026, Louan’s organic search visibility grew roughly tenfold, from under 30 impressions a day in May to consistently 300–500+ a day by August, with daily clicks now regularly reaching double digits, up from single figures three months earlier. That visibility is translating into real site traffic: organic search has driven 355 sessions and 259 users to louan.co.uk in the last 90 days alone, a channel that barely existed for the brand before. That’s the direct result of SEO-first foundations doing their job: more of the right people finding Louan in search, not just admiring the site once they arrive.
