Project Overview

With the visual brand identity and logo in place, Shelftrak needed a brochure-style website to convey to their target audience how their proprietary systems provide real insight into retail presence and the paths required for growth.

Before anything was designed or built, I spent time with the Shelftrak leadership team to understand their product and customers. Understanding who'd be visiting the site — and what they'd be hoping to find — shaped how the content was structured, chunked and sequenced. A wireframe was built first, purely to nail the information architecture and get everyone aligned on the flow before a single pixel of design was applied.

The copy draws on both material supplied by Shelftrak and the discovery work we did together, making sure the messaging speaks directly to customer pain points while explaining the service clearly — the AI technology, the scanning process, the detailed planogram compliance reporting, and the way all of that combines with the team's 50+ years of retail expertise to give clients genuinely actionable recommendations. As part of that process, we identified the keywords and phrases that Shelftrak's target audience would actually use when searching for solutions online, and wove those throughout the content so that the right people would find them through search engine and AI queries.

Graphical elements throughout the site echo the geometric 3D shapes from the logo, giving everything a cohesive, on-brand feel. The site performs well on Google PageSpeed and images were kept lean throughout - both great for SEO (search engine optimisation).

The blog runs on Ghost CMS, giving the Shelftrak team a solid, easy to use backend for publishing and managing posts without needing developer involvement.

The Shelftrak team were very pleased with the finished site, and we'll be working together again soon to refresh the content and messaging to reflect both their incredible growth over the past year and the evolution of their services.

How It Was Built

Shelftrak didn't want the site built on a third-party website builder, so this was hand-built using a modern Jamstack approach — essentially a way of building websites where the frontend is decoupled from any backend systems, resulting in fast, secure and scalable sites. The core framework is Astro, running in server-side rendering mode, which is good for SEO and keeps load times fast. Styling is handled by Tailwind CSS, and key site content is structured as TypeScript content collections — a sensible solution for a site of this scale, keeping copy version-controlled alongside the codebase and avoiding the overhead of a database where one isn't needed.

The Ghost-powered blog lives at a separate subdomain and connects to the main site via Ghost's Content API. Because the site runs server-side, it pulls the latest posts live on every page request — so when a new post goes up in Ghost, it appears on the marketing site automatically, no rebuild needed.

“Looks brilliant. Really professional. Thank you.”

Commercial Director, Shelftrak

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