Confessions of a Shopify Audit
Three things we update on nearly every needlepoint site we touch.
We’ve peeked behind the curtain of a lot of needlepoint businesses. And when we log into someone’s Shopify site for the first time, the same issues pop up over and over again.
Good news? They’re not that hard to fix. Better news? Fixing them almost always leads to more sales.
If you’re running your business on Shopify, here are three things we always check first, and usually update within the first week of working together.
1. The navigation is confusing or cluttered
One of the first things we check is your main menu. A lot of needlepoint shops either make this too vague or way too overwhelming. If your navigation has links labeled "Explore," "Our Work," or "Things We Love," we promise that no one knows where to click.
Your navigation should act like a store aisle sign. Clear, simple categories that help your customer find what they came for.
Try using:
Ornaments
Canvases
Charts
Finishing Services
Accessories
Sale
New Arrivals
If you have a seasonal collection or bestselling item, give it a featured spot. Use a dropdown menu under “Shop” to break things out by product type. The goal is to reduce friction and remove guesswork. When people can find what they need in one click, they are more likely to buy.
2. The product titles are too vague
This one is small but mighty. If your product titles are things like “Holiday Joy” or “Spring,” you might know what that means, but your customer probably does not.
The product title is not just a label. It is your first chance to tell people what they are actually buying. A good title should include what the product is and any helpful details. This also makes your site more searchable, both internally and on Google.
Instead of “Peace,” try:
Peace Dove – 4" Hand-Painted Needlepoint Canvas
Instead of “Floral Chart,” try:
Pink Peony – Digital Needlepoint Chart (PDF Download)
Descriptive titles help with SEO, trust, and even conversion.
3. The homepage does not say what you actually sell
This one is the most common. You land on a beautiful homepage with lovely photos, a nice logo, and... no idea what the business is.
If someone discovers your site from a blog, a TikTok, or a friend’s recommendation, you need to immediately tell them what you offer and who it is for.
A clear tagline or headline near the top of your homepage can fix this instantly. Something like:
Modern needlepoint for creative stitchers
Hand-painted canvases, digital charts, and finishing services
Bold, playful designs for people who love to stitch
This should not be a clever pun or a vague vibe. It should be a sentence that answers the question, "Am I in the right place?"
Your homepage also needs a clear call to action. That might be "Shop New Arrivals," "Browse Digital Charts," or "Learn About Finishing Services." The goal is to give visitors something to do as soon as they land.
What this really comes down to
When we do website audits, we are not looking for fancy graphics or cutting-edge tech. We are looking for clarity. We want to make sure your website matches how your customer thinks, shops, and decides what to buy.
These three updates do not take weeks. You could probably make them in an afternoon. But they make a huge difference in how people experience your shop and whether or not they place an order.
If you are not sure where to start, or just want someone to walk through your site with fresh eyes and a strategic brain, that is what we are here for.
At The Stitch Strategy, we work with needlepoint businesses like yours to make their websites more intuitive, more shoppable, and more aligned with how customers actually buy.
You do not need a total rebrand. You just need a site that works.
Ready for a second opinion?