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That Rub GuyShopify store, UK

A cracking product that deserved a better shop window. Small-batch BBQ rubs and seasonings with nothing artificial in them, sold through a Shopify store that didn't show any of that off.

Storefront rebuilt 2026ShopifyCustom theme codeFull store auditConversion layout
Visit the live site ↗
That Rub Guy launch graphic: Our new site is live, with a phone showing the new homepage

I audited the store front to back, then rebuilt the storefront with custom code on Shopify rather than settling for what the theme allowed. Everything on the page is built around the one claim the big brands can't make: MSG free, no artificial ingredients, no E-numbers, vegan and vegetarian.

The whole thing was built safely on a draft theme, so the shop never went dark, and pushed live in one go. Same next-level flavour, a fresh new home. Completely transformed his store.

What I did

  • Full store audit: navigation, product data, images, speed, checkout flow and what was missing.
  • Custom-coded homepage sections: hero, trust bar, product grid with quick Add, use cases, email capture.
  • Custom product page: heat-level bar, claim chips, bestseller badge, accordions and related products.
  • Bestseller journeys and real customer reviews brought up front.
  • Free-shipping bar that nudges bigger baskets, and a discount-code announcement bar.
  • Email capture wired to the mailing list for recipes, new drops and discounts.
  • Built on a draft theme and switched live once approved, so the shop never went down.
★★★★★
“Same next-level flavour, a fresh new home. Easier to shop, built for the grill.”
That Rub Guy, launch announcement

The new storefront

Homepage and product page, both custom coded on top of Shopify so they behave the way a modern shop should.

The new That Rub Guy homepage: headline, hero photo, trust bar, grid of eight rubs with Add buttons, use-cases and a 10% off email capture
Homepage. A free-shipping bar at the top, one headline, the trust bar with the four claims, then the whole range with one-tap Add buttons. Use cases underneath, and an email capture that gives 10% off a first order.
The Chicken Tasty Seasoning product page: bestseller badge, gallery, claims chips, heat-level bar, quantity and Add to cart, accordion description and you-might-also-like
Product page. Bestseller badge, a heat-level bar, the claims as chips, stock and dispatch line, collapsible description, how to use and delivery, and a row of related rubs so nobody leaves with one jar.

Under the bonnet.
The bits nobody sees.

This is where most sites at this price cut corners.

01

Custom Liquid and CSS

Sections written by hand in Shopify's theme code, not stacked apps, so there's nothing slowing the store down or charging a monthly fee.

02

Speed

Images sized and compressed, no third-party widgets, fonts kept to one family.

03

Conversion first

Every screen has one obvious next tap: Add, Add to cart, or Join.

04

Handover

The store, theme and code are his. Anyone can edit the content in the Shopify admin without touching code.

Want one like this?
Tell me about the business.

I'll build a free homepage mockup before any work starts. No deposit until you've seen it.

Ask for a free mockupSee more work