MOWERLAND

Shopify · Monthly content · Klaviyo email · Central West NSW

Live big every day. Mowers, ATVs, BBQs and heaters for people who'd rather be outside than online. My job is to make the online part earn its keep.

Mowerland sells the good stuff: Kioti tractors (they're the exclusive regional supplier), CFMOTO ATVs and UTVs, Big Green Egg, Regency fireplaces, mowers, pumps and generators. Real products, real showroom, real customers who drive in from three hours away.

What they didn't have was an online presence that sounded anything like the showroom. The shop floor has personality for days. The website had a theme and a shrug. So we fixed that, and then we kept going.

What I do for Mowerland

  • Shopify store on the Concept theme: structure, copy, collection pages and SEO

  • Monthly content: social, product and campaign creative, working with Jayden and Jono on video

  • Email: Klaviyo set-up, list clean-up, sign-up forms and ongoing campaigns

Since: January 2025 · Ongoing

PART ONE: THE SHOPIFY STORE

Thousands of products across six categories, and one big problem: someone after a flue kit shouldn't have to scroll past a wall of ride-on mowers to find it. A shop you can't navigate isn't a shop. It's a warehouse with the lights off.

What I did

  • Restructured the shop around six clear categories: Mowers, BBQs & Smokers, Heaters & Fireplaces, Outdoor Power Equipment, ATVs & UTVs, Pumps & Generators

  • Rewrote the homepage so it reads like advice from a trusted local retailer, not a price list. The category section is now called "Built for the Central West" because that's who it's for

  • Wrote collection page copy, SEO titles, meta descriptions and clean URL slugs across the range, including brand collections for CFMOTO and Kioti and a dedicated heating landing page covering Regency, Pacific Energy, Kent, Eureka, Charnwood and Lacunza

  • Built sale collections that actually get taken down properly afterwards. Unpublish, redirect, no dead links in Google

  • Fixed the theme's CSS when the template got in the way of the design

PART TWO: THE MONTHLY WORK

Here's the twist with Mowerland: supplier agreements mean most of the big-ticket gear can't be sold online. So the store's job isn't to take the order. It's to get someone off the couch and into the showroom to buy from the boys in the shop. Online traffic has to turn into foot traffic, and a site that launches and then sits there won't do that. Someone has to be in it every month.

Each month I deliver

  • Social content across the whole range, from heaters in winter to mowers in spring, in the Mowerland voice. Warm, practical, a bit cheeky, no corporate speak

  • Campaign creative for sales and events: CFMOTO Mates Rates, seasonal heating pushes, clearance

  • Video direction with Jayden and Jono, so what gets filmed in the showroom actually works on a phone

  • New collection and landing page copy as the range changes

  • Product and lifestyle imagery when there's no time for a shoot

The voice, in one line: the mate who knows which mower to buy and tells you straight.

PART THREE: THE EMAIL

Mowerland had a list, and it was gold: thousands of real customers who'd walked in, bought a tractor, and handed over their email on the way out. People who asked to hear from them. And nobody was sending them a thing. The most valuable audience the business owned, sitting there in silence.

What I did

  • Set up Klaviyo and connected it properly to Shopify, so purchases, consent and customer data flow through without anyone doing it by hand

  • Cleaned the list. Sorted genuine subscribers from imports, fixed consent status, and built segments so we send the right thing to the right people. Boring, essential, the bit most people skip

  • Built the sign-up form into the storefront so the list grows on its own

  • Designed a branded email template that works on the phone in a paddock, because that's where it gets read

  • Wrote and sent campaigns in the Mowerland voice, including a battery recycling reward email that thanked customers for doing the right thing and gave them a reason to come back in

What's next: the automations. Welcome, post-purchase, win-back, and a "come and see it in the showroom" follow-up for the gear that can't be bought online. One a month until the essentials are done.

WHY IT WORKS TOGETHER

Most businesses buy these three things from three different people who never speak. The web designer doesn't know what's on sale. The social person doesn't know what's in stock. The email goes out with last month's prices and everyone wonders why it flopped.

At Mowerland, one person does all three. So the sale collection, the Instagram post and the email say the same thing on the same day, in the same voice. That's not a growth-hack. It's just what happens when the left hand knows what the right hand designed.