Project
One Drop Refillery — Website, SEO & Analytics
A local refill shop needed a website that matched the store — Square checkout, pickup, events, and analytics the owner could run without a developer on call.
→ Live site · clear next step for visitors
Starting point
Great in-store experience, but the website, Square, events, and analytics weren’t working as one system.
What I built
Wix + Square site that shows the shop clearly — orders, events, contact — with search and tracking from launch.
What changed
They publish and update the site themselves — no retainer required for everyday changes.
The person who scoped this is the person who built it. Same person on the handoff — that's the trade you make hiring one consultant instead of an agency.
Starting point
Where things stood
The business had a Square POS but no web presence that reflected the quality of the in-store experience. Product catalog, pickup orders, and paid events all lived in different tools. There was no SEO, no analytics, and no way to tell which marketing efforts drove foot traffic or online orders.
Approach
The path we chose
One Drop Refillery is a zero-waste refill retailer. They needed a marketing site integrated with their existing Square catalog, plus the analytics and search foundation to know what was working.
Build
How I built it
- Defined the site structure and built the core pages — home, product discovery deep-linked into Square, how refilling works, membership, events, origin story, and visit planning.
- Used Square as the system of record for catalog, pickup orders, paid workshops, and customer records, with the marketing site educating and converting around it.
- Implemented on-page SEO: unique titles and descriptions, canonicals, social cards, Search Console, and FAQ structured data.
- Made GA4 the source of truth with key events for purchases, signups, membership interest, calls, and directions.
- Wrote step-by-step runbooks so the owner can edit, publish events, and keep SEO and automation healthy without a developer.
The honest part
What made it tricky
The parts that didn't go to plan — and how I worked around them.
- Most visitors are first-timers who need to understand tare weights and refill pricing before they ever walk in.
- The audience is mostly on phones, but Wix Classic uses separate mobile and desktop layouts, so every pass had to be verified on small screens.
- Commerce and customer records live in Square while the marketing site educates — the two had to stay in sync via Zapier.
- Proving marketing impact without a dedicated email platform meant making the Wix-to-Square path measurable and repeatable.
After launch
What changed
- A live site the client runs day to day, aligned to their brand and how the store actually operates.
- A search foundation in place: metadata, canonicals, social cards, Search Console, and structured data.
- GA4 configured for decisions, with staff traffic filtered and the main funnels tracked.
- A prioritized backlog for continued work — reliable forms, richer local schema, and a lighter, faster home page.
Capabilities
What it does
Stack
Tools used
Services
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