A long term WordPress and WooCommerce partnership that evolved across multiple redesigns, automation workflows, and technical improvements.
Abraham’s Men’s Products is one of my longest running projects and a great example of how a well built WordPress platform can evolve over years without losing performance or SEO value. I have supported this site through custom engineering, WooCommerce improvements, automated content workflows, hosting, SEO, and eventually a full Elementor redesign that modernized the experience.
Phase 1 — Custom WordPress Theme and WooCommerce Foundation
The project began as a fully custom WordPress theme built from scratch as a lightweight alternative to commercial themes.
The foundation used Wesley Todd’s Yeoman WordPress generator:
npm install -g yo generator-wordpress
yo wordpress
From there the custom theme was developed using Matt Banks’ starter theme and enhanced with:
- Modular SCSS architecture
- Grunt for automated asset building
- Custom WooCommerce template overrides
- Clean semantic HTML for higher SEO value
- Lightweight page structure for fast loading
- Flexible theme components for future updates
Original Site Design
Phase 2 — Automated Social Media to WordPress Publishing
To help the brand maintain consistent content without rewriting Instagram posts into WordPress, I engineered an automated workflow that creates blog posts directly from Instagram activity.
The workflow included:
- Detecting new Instagram posts
- Uploading Instagram images into WordPress
- Using captions as post content
- Auto generating post titles
- Converting hashtags into blog tags
- Saving posts as drafts for review
- Hourly automated publishing using cron
- Auto sharing posts to multiple platforms
Social Workflow Diagram
This solution increased content output and strengthened long term SEO value.
Phase 3 — Hosting, Security, SEO, and Ongoing Maintenance
As part of an ongoing support partnership I continue to provide:
- Managed WordPress hosting
- Security monitoring and updates
- Plugin, theme, and WooCommerce upkeep
- SEO tuning using Yoast
- Performance optimization
- Full backup and recovery
- Troubleshooting and developer support
- Consultation for new features and improvements
This long term continuity ensures the business runs smoothly and safely.
Phase 4 — Full Modern Redesign Using Elementor
Years after the initial build the brand needed a more modern feel and an easier editing experience. Instead of replacing the backend I rebuilt the front end using Elementor and a lightweight child theme.
Key Improvements
- Fully responsive templates
- Updated color system to match product labels
- Refined typography and spacing
- Higher converting WooCommerce layouts
- Simplified navigation
- Better mobile product detail pages
- Improved markup for SEO and readability
- Faster performance with optimized assets
New Homepage Design
WooCommerce Enhancements and Improved Product UX
The shop was updated with a cleaner, more conversion focused interface.
Product Page Example
Category Layout Example
Enhancements include:
- Clearer CTAs
- Larger mobile tap targets
- Better gallery and zoom behavior
- Streamlined add to cart flow
- Improved product detail organization
- More consistent spacing and hierarchy
SEO, Performance, and Technical Improvements
Throughout all phases SEO and performance remained central project priorities.
Key improvements:
- Structured heading hierarchy
- Reduced theme bloat
- Cleaner metadata and improved schema
- Faster load times
- Stronger mobile experience
- Better internal linking
- Optimized alt text
- Improved crawlability
Results and Long Term Value
This multi year partnership delivered:
- A custom engineered WordPress foundation
- Automated social content publishing
- A stable WooCommerce ecosystem
- A modern Elementor front end
- Easy editing for the client
- SEO and performance gains
- Continued technical partnership
Abraham’s Men’s Products demonstrates how thoughtful development and long term stewardship can support a brand through multiple generations of growth.
Looking for a developer who supports your site long after launch
This project shows how a WooCommerce store can evolve with stable engineering, strong SEO, automation, and ongoing technical partnership. If you want a site that improves year after year, let’s talk.
Let’s discuss your eCommerce goals Start a Project