Course
Build a brand, not one more store.
A video course that follows the build of a Shopify store end to end: identity, visuals, copy, product pages and optimisations.
The problem
Getting started on Shopify has never been easier. That is exactly what makes standing out hard.
Visitors are wary: most stores look alike, and that likeness costs them trust before the first click on “add to cart”.
What separates a store from a brand is not a budget, it is a series of decisions, and nobody explains them in order.
What it is
What is it?
A course devoted to building a branded Shopify store. Every topic is covered in depth, in the order it comes up when you build.
Who is it for?
For merchants, beginners and experienced alike. What changes from one level to the next is how fast you move, not how useful the content is.
How does it work?
In the member area, the videos follow a logical order. You build your store as you go along.
When can I take it?
Whenever you like. Everything is online, at your own pace, and you can rewatch as many times as you need.
Why?
Because moving from a decent store to a brand comes down to precise choices, and they are learnt far faster than they are guessed.
Does it work?
What we pass on has been proven on the stores we build and on those of Story Theme users.
The programme
Eight modules, in the order you build a store.
Module 1: Introduction
- Course overview
- Creating the Shopify account
- Setting up the account
- Installing the theme
By the end of the first module you will already have a clear idea of where we are heading, and which route to take to build your branded store.
Module 2: Visual identity
- What is a visual identity?
- Pinning down your brand values
- Web design rule #1: typography
- Web design rule #2: colour
- Web design rules #3 and #4: images and illustrations / icons
- Web design rules #5, #6 and #7: shadows / borders / white space
- Web design rule #8: visual hierarchy
- Web design rule #9: user experience
By the end of the second module you will have everything you need to build a visual identity consistent with the image your brand wants to project, to look professional and to stand apart.
Module 3: Visuals
- Why visuals matter
- Where to find your visuals
- Creating your own visuals
- Editing and retouching
- Optimising images for the web
By the end of the third module you will be able to produce and prepare every visual your store needs, without depending on anyone.
Module 4: Copywriting
- What copywriting is for
- Writing a product description that sells
- Structuring a home page
- The words that reassure
- Common mistakes
By the end of the fourth module your pages will say what they need to say, in the order a visitor needs to read it.
Module 5: Building the site
- Structuring the store
- The home page
- The essential sections
- Navigation and menus
- The footer
By the end of the fifth module your store will stand up on its own, from the header to the footer.
Module 6: Building product pages
- The anatomy of a product page
- The image gallery
- Variants and bundles
- Reviews and social proof
- The purchase block
By the end of the sixth module your product pages will be built to convert, not merely to describe.
Module 7: Optimisations
- Loading speed
- Mobile display
- On-page SEO
- Tracking and measurement
- Pre-launch checks
By the end of the seventh module your store will be ready to receive traffic without wasting it.
Module 8: Going further
- Getting the first sales
- Reading the numbers
- Iterating on what works
- Growing the catalogue
By the end of the eighth module you will know what to look at, and what to change, once the store is live.
Join the course
Full video course, available immediately, with lifetime access to updates.
- 3 connected stores
- Direct access to Story Theme
- Course member area
- Every plug-in
- Full customisation
- Free updates
- 20 brand inspirations
- Store launch checklist