A Website Transformation
How We Helped a Beloved Calgary Coffee Shop
Brew Up a Better Online Presence
Today, I want to share one of my favourite projects at Nvmbr Studio—a complete e-commerce makeover for one of Calgary’s oldest coffee roasters, The Roasterie. This local gem has been roasting coffee since 1985, and its loyal customers adore it for their exceptional beans and warm atmosphere.
But like many businesses, they faced challenges when it came to their website.
The Starting Point: A Functional Yet Outdated Site
The Roasterie’s previous website was built quickly in 2020 during lockdown. It got the job done—local deliveries and nationwide shipping were possible—but it wasn’t exactly smooth sailing.
Here’s where things got tricky:
User Unfriendliness: Their WordPress site wasn’t ideal for a small business owner who isn’t super tech-savvy. Simple updates like adding products or adjusting shipping rates required outside help.
Poor SEO: Despite being a well-known roaster, The Roasterie wasn’t showing up in search results for terms like “Jamaica Blue Mountain coffee Calgary.” That’s a huge missed opportunity for new customer discovery.
Design Disconnect: The site didn’t capture the warm, rustic charm of their physical store. The visuals were outdated, and the user experience was clunky—filters didn’t make sense, and the product pages lacked the appeal needed to attract today’s shoppers.
While their long-time customers didn’t mind, the outdated site made it hard to bring in new ones.
What We Did: Brewing Up a Fresh Start
When we took on this project, our goal was clear: create a website that’s as welcoming and high-quality as The Roasterie’s coffee.
1. Simplified Shopping:
We revamped their product filters to make it easy for customers to find exactly what they’re looking for—by roast type, origin, tasting notes, or brewing method. Plus, we added a fun coffee quiz for newcomers. It’s quick, requires no email sign-up, and helps customers find the perfect beans without feeling pressured.
2. Elevated Visuals:
Partnering with a local photographer and videographer, we gave their product imagery a serious glow-up. The site now reflects the charm of walking into their store, from the gorgeous espresso machine to the inviting atmosphere. Professional photos build trust and position The Roasterie as a leader in their field.
3. SEO That Works:
We rolled out an SEO strategy tailored to their business. This included:
Blogging three times a month (yes, even on Shopify—it’s doable!).
Incorporating helpful content into product descriptions to educate customers, cross-sell, and keep them engaged longer.
Expanding their already substantial email list with valuable content and exclusive perks.
4. Seamless Tech Transition:
Moving them to Shopify made everything easier. The Roasterie team can now manage inventory, publish blogs, and adjust shipping rates—all without outside help. With Shopify’s built-in integrations, they even scored cheaper shipping rates through Canada Post.
The Results: A Warm, Functional, and High-Performing Site
We launched the new website just before the holidays—perfect timing for gift season. Understandably, the owner was nervous about switching platforms, but we walked the team through everything: processing orders, creating discount codes, and even crafting fun email campaigns.
The feedback? They were thrilled. For the first time, they could handle refunds, update the site, and run promotions without a hitch.
Since launch, their conversion rate has hit 1.75%—a solid start, (especially in January!), that’s only going to grow as their SEO strategy gains momentum.
Why This Matters for Your Business
Hi, I’m Patricie, and Nvmbr Studio is my passion. I focus on helping small businesses and creative professionals build online spaces that truly represent their brand.
At Nvmbr Studio, we don’t just build websites; we create online experiences that reflect your vision, engage your customers, and make running your business easier. Whether you’re a coffee roaster, a coach, or a creative, a great website and a solid SEO strategy can help you reach your audience and grow your business with confidence.
Ready to build something amazing? Let’s chat.
Click here to Transform your Website Today.
