Shopify Website Rebuild
Proposal for Aussie Pizza Supplies
642 products, 129 categories and a platform that has run out of road. This is the rebuild that turns a catalogue into a shop.
Scroll↓
642 products, 129 categories and a platform that has run out of road. This is the rebuild that turns a catalogue into a shop.
ScrollThank you for the brief, and for a genuinely useful conversation on Thursday. Since then we have been through the brief line by line, looked properly at both the live BigCommerce site and the Shopify dev store, and turned what we agreed into a fixed scope, a timeline and a number.
This document covers all of it: what the site needs to do, what gets built, the structure we are proposing, how the search rankings carry across, what happens week by week, and what it costs. Where something is genuinely phase 2 rather than launch, we have said so and priced it separately rather than leaving it vague.
One correction to what we discussed on the call: you do not need Shopify Plus. Nothing in the launch scope requires it, and Plus costs many times what the standard plan does. The Grow plan runs everything in phase 1. Plus only becomes a conversation if you later want company accounts and customer-specific price lists.
— Inge Loock, Creative Director at Studio Loock
Nobody sets out to buy a conveyor oven.
They set out to open a pizza shop, or to keep one running through a Friday night. That is the difference between a supplier and a catalogue, and right now the site is a catalogue: 642 products spread across 129 categories, built like a warehouse rather than a shop, with the same journey for a $30 pizza peel as for a five-figure oven. The objective is a site that understands which of those two things a person is doing, and gets out of the way of both.
At commercial equipment prices, and with SilverChef finance sitting behind it, a small number of extra fit-outs won through the new site covers this investment. Everything past that is margin the current site is leaving on the table.
Studio Loock is a creative agency built around three connected disciplines: branding, websites and SEO. A business rarely has a problem in just one of them. We're led personally by Inge Loock, working directly with a small team of trusted specialists rather than handing your project off to strangers.
You will deal with Inge on strategy, design and every decision, and with one senior Shopify developer on the build and the data. No account managers, no juniors, and nobody learning on your project. For a rebuild of this size that matters, because the things that go wrong in a migration go wrong quietly.
One example of the level of craft your project will receive: Studio Loock delivered Loyal Crush end to end, brand identity, website and a templated content system their own team could run without us. Different category, same discipline: a clear structure, a considered look, and a handover that leaves the client in control of their own site.
Loyal Crush: brand identity, website & content system, end to end, by Studio Loock
$4,500 AUD
You raised dropping "Aussie" to position the business more broadly, and the domain is already pizzasupplies.com.au. That is a real decision with real consequences, and the moment to make it is before the new site launches, not after.
Doing it later means a second round of redirects, a second set of printed assets and a second explanation to customers. Doing it now costs one conversation and one design pass.
Estimated Timeline
Weeks 1–4, alongside discovery and design
A proper look at what you gain and what you give up by moving from Aussie Pizza Supplies to Pizza Supplies, including what it does to recognition with existing customers, and a clear recommendation either way.
A primary wordmark plus the variations a real business needs: stacked, horizontal, icon only, reversed, and small-scale versions that survive being stitched onto a shirt or printed on a delivery docket.
A palette and type system that works on a website, an invoice and a truck, not just on a moodboard.
How equipment shots, install shots and spec imagery should look so the catalogue reads as one set rather than 642 different suppliers' photos.
The identity carried straight into the new site design, plus a lightweight brand guide so your team applies it consistently everywhere else.
So the direction gets refined properly before it is signed off.
An honest note
If you would rather not do this now, we will design the new site on your existing logo and it will still be a very good site. And whichever name you land on, availability as a business name, a trademark and a set of social handles has to be properly verified before anything is committed to. We will flag what needs checking; we are not lawyers and we will never tell you a name is legally clear.
Honest notes, so nothing is a surprise later
Every accessory and part you sell online, plus the equipment lines that actually earn, and any product that gets real search traffic today. The rest gets added by your team on templates we have already built. This is what takes the project from 14 weeks to 12, and it is Mitch's idea, not ours.
Nothing at launch requires it. Company accounts, customer-specific price lists and net payment terms are the only things that do, and they are not in this scope. If you want them later, that is the conversation where Plus becomes relevant.
The SilverChef used-equipment feed, live carrier freight rates, the weekly rental figure printed on quote documents, customer quote history and CRM. All of them are real, none of them should hold up a launch, and each is priced further down.
Your customer list comes across from BigCommerce, with an invitation for people to set a new password. Old order history stays in your BigCommerce export as an archive rather than being migrated, which is the decision you made on the call and the right one.
A starting point, not a final answer. We will send it as a spreadsheet showing every old category, its product count and its proposed new home, and you tick it off before anything moves.
Loyal Crush: website design & development by Studio Loock
The most important thing in this document: Shopify puts /products/ in front of every product and /collections/ in front of every category, and there is no way around it. Your current flat URLs cannot survive the move. What we do instead is keep the same wording after the prefix, so /pizza-peels/ becomes /collections/pizza-peels, and load a permanent redirect for every old address before the domain switches, roughly 850 of them. Google reads a permanent redirect as "this page moved" and carries the ranking across. The brief asks for URLs to be retained; the honest word is redirected, and the result you actually wanted is the same.
Included In This Build
Every product, category and brand URL mapped and bulk-loaded before launch, with merged categories pointing at their closest new home so nothing dead-ends.
The new category structure is decided with search demand in front of us, not after the fact. Meta titles, descriptions and heading structure written for every template.
Structured data on products so Google can read price and availability, plus a clean sitemap submitted to Search Console.
Once we have Search Console access we pull the list of products that actually earn traffic today, and make sure every one of them is in the launch batch.
GA4 created properly in your own Google account, Tag Manager ownership sorted, and conversion tracking on both checkout and quote requests.
Where We'd Go Next
"How much does it cost to open a pizza shop", "conveyor vs deck oven", "commercial pizza oven finance". Your Starting a Pizza Shop guide is already the seed of a genuine content asset, and almost nobody in this category has done it properly.
Every product added after launch is another page that can rank. That is ongoing work your team can do on the templates we build.
Worth doing properly if service and delivery coverage matters to you commercially.
Rankings usually wobble for two to four weeks after any platform migration, then settle. And we do not guarantee rankings or AI-answer placement. Nobody credibly can. We follow what the evidence says works and adjust as search changes.
Twelve weeks assumes a kickoff in the second half of September and a curated launch batch. Migration and content entry run alongside the build rather than after it.
Access sorted, dev store locked down, BigCommerce exported, the URL map built, the category structure sent to you for approval, and the theme and quote app chosen.
Home, category, product and quote flow designed in Figma, reviewed live with you on a call rather than by emailing PDFs back and forth. Two rounds of revisions, then sign-off.
The approved design built on the base theme, quote flow and forms configured, filters set up, freight rules in, tracking connected.
Templates per product type, the launch batch imported, images and spec sheets attached, policy and page copy placed. Hard content deadline: end of week 6. Product data, images, spec sheets and policy copy need to be with us by then, because everything after this point depends on them and this is the single thing most likely to move the launch date.
Redirects loaded and tested, full QA across devices, walkthrough and handover, domain switched. Then two weeks of monitoring while search settles.
One decision to make at kickoff
A late-September start puts week 12 in the second week of December. You can either hold a firm content deadline and go live in the first week of December, or finish and test the build before the break and switch the domain in mid-January when everyone is back. We would recommend the January switch. Launching a migration into the Christmas period means the rankings wobble while nobody is at their desk to watch it.
A number like this deserves an explanation rather than just an invoice, so here is ours in plain terms.
Twelve weeks of work, not twelve weeks of waiting. A data audit before anything is designed, two rounds of design, the build itself, 250 products migrated onto templates that have to be right before the first one goes in, and roughly 850 redirects mapped and tested. Most of this project is work that never shows up as a page on the finished site, and it is the part that decides whether the site holds up.
Changing platforms is the one job where doing it badly costs more than not doing it at all. A redirect map that misses a few hundred pages loses rankings that took years to earn, and no amount of redesign wins that traffic back afterwards. A real part of this cost is that outcome not happening to you.
No account manager in the middle, no junior learning on your project. Inge on strategy, structure and design, and one senior Shopify developer on the build and the data, both across it from the first week to the last. It is a leaner team than an agency would put on a project this size, which is a large part of why the figure sits where it does rather than higher.
You end up owning the platform, the data and the templates. Your team adds the remaining products themselves at no cost to you, the structure holds as the catalogue grows back past 642, and the next rebuild is a refresh rather than another migration. Set against the price of the equipment on your own shelves, this is a capital asset with a long life, not a marketing expense.
One thing worth saying plainly: this is a fixed price. If the build takes longer than we have estimated, that is ours to absorb and not yours to fund. The only thing that moves the number is something you ask for that is not described in this document, and we will tell you what it costs before we start it.
$26,500 AUD
Full investment, itemised below
Priced separately, your call
Not included in the $26,500 above. Take both and the total is $31,000, invoiced alongside the same payment plan.
$4,500
Studio Loock is not registered for GST, so every figure here is a flat amount with no GST added.
Phase 2, quoted when you want it
Paid by you, directly, never marked up by us
Not included in this package
"We believe good work comes from rest, not burnout, so we've built boundaries into how we work, for your sake as much as ours."
We'll mainly use email to keep tasks, due dates and conversations in one place. If anything's urgent, you'll always have the option to message via WhatsApp.
Monday to Friday, 9am–5pm (AEST). Weekends are our time to switch off, so we don't work on client projects unless it's urgent or close to a deadline.
Two meetings a month are included through the build, plus the design reviews. Any additional time is billed hourly.
Two rounds of revisions are included before final delivery. Additional revision sessions are billed at $120/hour.
Aussie Pizza Supplies (The Hospitality Market) is engaging Studio Loock as an independent contractor for the website rebuild package described above.
Fees to Studio Loock are due in accordance with the pricing above. Invoices are sent at the stages outlined in the payment plan and are due within 3–5 days of invoice.
Both parties must work together to complete deliverables in a timely manner. Product data, images, spec sheets, copy and access are needed by the dates in the process section. Studio Loock is not responsible for delays caused by content or access arriving late.
Studio Loock reserves the right to assign trusted subcontractors to this project to ensure the right fit and on-time completion.
Additional fees may apply if the client requests changes to the agreed scope and objectives. Extra hours outside scope are billed at $120/hour.
Shopify plans, apps, themes and carrier subscriptions are contracted and paid for by the client in their own name, so the accounts and the data always belong to the client.
The risk as to the quality and performance of the project sits with the client. Studio Loock is not liable for lost profits or incidental damages arising from operation of the site or checkout.
The client guarantees that any elements supplied for the project are owned by, or permitted for use by, the client.
Studio Loock retains the right to display the completed brand and website as an example of its work in its portfolio.
This proposal constitutes the sole agreement between Studio Loock and the client. Additional work must be authorised by a written change order.
Either party may terminate this agreement with two weeks' written notice. The client remains liable for all work completed to that point.
Four questions and we can start. Reply by email and we will get the first invoice out and the data audit under way the same week.
Are you happy with the scope, and with a curated launch batch of 250 products rather than all 642?
Does the investment work, and which payment option suits you? And do you want the brand refresh included?
Early December launch against a firm content deadline, or build now and switch the domain mid-January?
Who holds the domain registration for pizzasupplies.com.au, and which Google account did the old tracking live in? Those two answers are the ones that stall projects.
Pete, you have already built the hard part: the range, the supplier relationships and the reputation that means people call you when they are opening a shop. This is the site finally working as hard as the business behind it. Thank you Mitch for the introduction, and for a brief that was a great deal better than most.
Warmest regards,
Inge Loock
Creative Director
