Background
Dash carries curated boutique lines including Salsa Cycles, Specialized, Jamis, Spurcycle, and Roadrunner bags, serving everyone from gravel competitors with custom builds to daily commuters. The shop had strong loyalty in store, but its online presence did not reflect that. Leo wanted a unified digital storefront that captured the local community feel while making the catalog easy to navigate and automating order fulfillment.
The challenge
The legacy setup carried several problems. Large-framed bikes were being charged a generic accessory shipping rate of about $8 at checkout, forcing the shop to absorb losses or cancel sales. Product files from different manufacturers arrived in fragmented formats that broke the catalog layout, and the services menu hid the shop's technical repair tiers behind a confusing grid. On top of that, the site was largely invisible in search, a serious issue given how sharply New England bike sales drop during winter.
What we built
We replatformed the store on Lightspeed eCom and rebuilt its fulfillment logic. Bikes were locked to in-store pickup, while accessories follow tiered shipping: a flat $12 on orders from $1 to $49, $8 on orders from $50 to $99, and free shipping above $100. Long-distance bike orders use a custom pipeline for $199 flat-rate shipping to the lower 48 states. When the new layout was activated live by mistake during a busy holiday week, our team took over the live site and completed the core pages and checkout fixes within 6 to 7 working days with no disruption to customers. We rebuilt the repair tiers (Basic Tune-Up at $99, Pro Tune-Up at $129, Pro Plus at $169) with text-message scheduling, corrected catalog errors, and reorganized collections. We then ran a 30-keyword local SEO campaign across the shop's 50-mile service radius, including Warwick, Pawtucket, Cranston, East Providence, and Newport, with on-page tag and alt-text work plus off-page authority building.
The result
The first optimization cycle brought immediate gains, with organic search traffic up 126.92% and total sessions up 86.45%. By Month 2, organic performance grew a further 79.81% and 10 of 13 core keywords reached the Top 5 on Google. Of 33 targeted search terms, 12 landed on the front page, including high-intent rankings such as "bikes providence ri" at number 2 and "bicycle shops in ri" at number 4.