Knighton Digital

Selected past work

Stando Australia

Connect product-specific writing with a reusable Shopify content structure.

Shopify & Dawn developmentProduct & collection contentSEO & reporting
The business need
Explain a configurable desk range and give the team a practical foundation for new products, collections and promotions.
What we brought
Brand and content planning, unique product-page explanations, collection architecture, native Shopify components and search reporting.
What it is there to do
Related product facts, buying guidance and reusable sections can support the next page without starting its structure again.

A 12-month Shopify, content and search engagement. The examples show the content structure, archived website views and dated reporting behind the work.

STANDO Shopify website retained in the project archive
October 2025 website archive. The retained view illustrates the store; current content and design may include later client or third-party changes.

Website views

Choices, detail and useful support.

A product range needs more than a homepage. These retained collection views and product-page details show different parts of the buying and ownership journey. The collection archives are dated examples, not a controlled before-and-after test.

Three named desk-model cards from the July 2024 Stando collection archive.
View example

Earlier collection archive

The earlier collection view.

The earlier archived collection introduces named desk models through photographs, product names and starting prices.

Archive PDF created 28 July 2024. An earlier retained view, not an untouched pre-KD baseline. Historical products and prices.

Four desktop and frame variants with review summaries from the October 2025 Stando collection archive.
View example

Later collection archive

The later collection view.

The later archived collection puts desktop materials and the frame-only option into separate product cards, with review summaries alongside each choice.

Archive PDF created 11 October 2025. Products, prices and review totals reflect that archive; this is not a launch-date record.

Archived Arena desk controls for desktop finish, size and leg colour, followed by an accessory selection.
View example

Archived website detail

Choices at the product page.

Desktop finish, size and leg-colour selectors lead into quantity and a related accessory. The product interface gives different choices a consistent place in the buying journey.

Archive PDF created 11 October 2025. Products, prices and review totals reflect that archive; this is not a launch-date record.

Archived Stando product-page sections with assembly instructions and guidance on the desk controller.
View example

Archived website detail

Guidance beyond the product choice.

Assembly and controller guidance form part of the product-page content, with a route to instructions and further detail after the initial buying decision.

Archive PDF created 11 October 2025. Products, prices and review totals reflect that archive; this is not a launch-date record.

Open image in new tab

From the retained evidence

More opportunities to appear in search.

Search impressions show how often the website appeared in Google results. The retained monthly history brings that visibility into view alongside recorded clicks from search.

Appearances in Google Web SearchMonthly impressions
178,423

30 days

From 16,545 in August 2024 (31 days).

An impression is an appearance in search results. The same person can generate more than one. These are opportunities to be seen, not a count of customers.

Google Web Search clicksHistorical monthly totals
1,649

30 days

1,352 in May 2025 (31 days).
297 more recorded clicks.

The full retained monthly context includes higher totals in November 2024 and January 2025. Every point is available below.

View all monthly appearances and clicks
Google Web Search, complete retained calendar months
MonthDaysClicksImpressions
3159316,545
3065432,990
311,61750,024
301,90445,019
311,60844,314
311,90069,453
281,30290,670
311,742123,239
301,145143,846
311,352148,309
301,649178,423

A primary buying page

Take the view into the standing-desk collection.

A collection page has a practical job: help someone understand the range and choose where to look next. The retained reports let us compare search activity to this same page across two consecutive 30-day periods.

Earlier period

to

30 complete days
Clicks from Google search
237
Appearances in search results
65,411
Later period

to

30 complete days
Clicks from Google search
433
Appearances in search results
90,550

A specific place to investigate.

The later report records 196 more search clicks to /collections/standing-desks. That is useful context for reviewing how the collection introduces the range, answers buying questions and connects to relevant products.

The source and the limits.

Google organic search metrics in two original scheduled GA4 landing-page reports for STANDO, received in June and July 2025. Both reports refer to the same website and report type. One filter is only partly visible in the originals.

These are clicks and impressions, rather than people, orders or revenue. Other retained collection rows declined in the same comparison. The example covers this stored page path and does not isolate the effect of our work.

The context

The business.

STANDO sells standing desks and ergonomic furniture nationally, competing in a category alongside brands such as Desky, UpDown Desk and Omnidesk. The 12-month engagement brought product explanations, collection planning and reusable content into a more connected Shopify structure.

Visit current website (opens in a new tab)

The business problem.

A desk can differ by frame, material, size and use. Buyers needed help understanding the choices, while the business needed a manageable way to explain a growing range. The work began around a fresh rebrand and site, without active organic social posting or PPC campaigns for the engagement.

What we needed to understand.

We needed to understand which differences helped someone choose, where a product needed its own explanation and which facts could be shared. We also needed to consider how the team would add products and promotions within the existing Dawn theme as the range changed.

How we approached it.

We planned collection pages around commercial searches and the related buying questions, then wrote explanations for the particular products. Native Shopify metaobjects and metafields connected shared content to custom Liquid sections within Dawn, with reusable parts for product and promotional pages.

What we put together.

  • Commercial and informational collection-page planning
  • Product-specific writing, specifications and buying guidance
  • Metaobjects, metafields and Liquid relationships for connected content
  • Custom Dawn sections for comparison, detail and discovery
  • Reusable layouts and promotional content for new releases
  • Technical SEO, breadcrumbs, internal relationships and search reporting

A closer look

The detail
behind the work.

Write for the particular product.

Product detail pages received writing about their particular features, fit and use. Specifications, resources, FAQs and assembly guidance had defined places. Shared information could stay consistent while the product-specific writing explained what made that option worth considering.

Give collection pages a useful job.

A collection needed to help someone choose, as well as list products. Buying questions, material and frame differences, comparison content and related informational topics shaped the structure. The work connected search intent to a relevant buying page without treating every query as a reason to create another disconnected page.

Keep the information connected.

Metaobjects hold reusable content such as features or FAQs; metafields connect the relevant pieces to a product or collection. The Liquid templates follow those relationships to display the right detail, comparison panels, discovery links and breadcrumbs. Updating a shared fact has a defined source, with the relevant templates drawing on it.

Build a foundation for the next release.

Custom sections and promotional content were designed to give the STANDO team reusable parts for new products and sale pages. The extension work used native Shopify fields and Liquid within Dawn, with no new app dependency for these custom components. The focus was a publishing structure the business could keep using as the range changed.

More than a page

The foundations
around the delivery.

Content before the layout

Buyer situations, collection intent and product differences guided what each page needed to explain.

Native Shopify relationships

Structured content and reusable Dawn sections connected related details without a new app for the custom components.

Visibility with context

Dated impressions, clicks and a primary collection example, with the full trend and reporting limits visible.

The practical value.

A shared fact has a defined place to live, each product has room for its own explanation and the team has reusable parts for the next release. The separate, dated search examples show what the retained reporting can establish, with the limits explained alongside the evidence.

Useful guides

Understand the thinking behind the work.

Search & measurement

Make website numbers useful to the business.

Clicks, enquiries and outcomes, with dates and definitions that make the difference clear.

Read the guide

The thinking behind the tools

A closer look at the approach.

How we choose the setup, where the work adds value and what needs thought along the way.

A store built around the range.

Native Shopify content structures and reusable Dawn components made related information easier to maintain and new promotions easier to assemble.

A useful next step

Tell us what
you're working on.

Start with a few rough notes, a website link or one example of what needs attention. You do not need a finished brief.

Let's talk