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Client build · Shopify rebuild · 2026

My-Mu Bookstore

Rebuilt a generic bookstore into a custom heritage Shopify storefront — reworked product data, structured data, and preserved SEO.

LIVEshop.my-mu.com ↗
My-Mu Bookstore — after
My-Mu Bookstore — before
BeforeAfter

“You turned what I did into something presentable. I could not be any happier at the outcome.”

Jack Churchward · My-Mu Bookstore

What it is

A complete Shopify store rebuild for My-Mu Bookstore, which sells the works of James Churchward, run today by his descendant Jack Churchward. My first paying client ($747 Full Store Fix), featured with consent on file.

What I built

  • 01A custom Shopify theme with a heritage visual system (sepia portrait hero, Cormorant / EB Garamond, cream/oxblood palette, mounted-plate book covers) replacing an untouched generic template.
  • 02Reworked product data: unique SEO titles + meta descriptions naming the exact book and author, format cleaned out of display titles, accurate per-book bylines, real ISBNs only.
  • 03Product + Book structured data (JSON-LD, single validated node, no fake ratings), canonical tags, and a 301 redirect to preserve existing SEO equity.
  • 04A trust layer: real attributed reader reviews, an author signing band (verified), signed / out-of-print badges on genuine titles, and honest catalog framing.
  • 05Killed the off-store navigation leak, added favicon + social card, set up Google Search Console + sitemap, and upscaled low-res covers to PDP-grade resolution.

Business problem

The store looked like an untouched template — slow, thin product data, no authority signal, no structured data, invisible in search, and a nav that leaked visitors to a legacy site. A bookstore competing for browsers who decide in seconds was leaking every visitor it worked to attract.

My role

Shopify developer & ecommerce consultant. Diagnosis, full rebuild, SEO/schema, and go-live.

Proof

  • ✓Live at shop.my-mu.com.
  • ✓Real before/after: raw template → clean editorial storefront.
  • ✓10/10 products pass a verification checklist (schema, single H1, canonical, cover resolution, byline accuracy).
  • ✓First paying client of my agency: $747 Full Store Fix.

Why it's impressive

It's not a reskin — it's a full store fix that reads as design and technical SEO discipline. Heritage brand system, honest trust-building, structured data validated in Google's Rich Results tester, and SEO equity preserved through the migration. The honesty bar was high — a real client, a real author legacy — and every claim on the store is true.

Want something like this built?

Email me