Ian

--- QLP

Scaling & Optimizing QLP’s E-Commerce Website

I was brought on to overhaul QLP’s underperforming e-commerce platform. The site lacked a modern frontend system, was difficult to scale, and struggled with SEO and Core Web Vitals. I led a complete front-end rebuild and technical SEO overhaul that transformed the platform’s speed, scalability, and search performance.

Client

QLP

Services

Frontend DevelopmentPerformance OptimizationSEOAccessibility (WCAG)

Website

https://www.qualitylogoproducts.com

QLP website overview

Background

QLP is a promotional products e-commerce and lead generation website. When I joined, it lacked a design system, templating structure, and suffered from slow performance.

Before

QLP website overview

Challenge

QLP’s website was outdated. It wasn’t built for scale, and every new page required manual development.

  • No centralized templating system, which slowed down content production.
  • No design system, leading to inconsistent UI/UX.
  • Slow performance hurt SEO rankings and user experience.
  • Content and marketing teams couldn’t build pages without developer assistance.

My Role

I was hired to create SEO-driven content pages but saw an opportunity to improve the entire front-end architecture. I built a TypeScript-powered site builder, introduced a scalable SCSS design system, and restructured the codebase for performance and maintainability.

What I Did

1. Built a Scalable Frontend Architecture

  • Created a TypeScript-powered site builder, making it possible to generate thousands of pages efficiently.
  • Developed a SCSS-based design system with BEM methodology for structured, reusable components.
  • Implemented fluid, mobile-friendly components that worked across all screen sizes.
  • Enabled UI component testing, making A/B testing and optimization easier.

2. Improved Performance & Core Web Vitals

  • Achieved a 60% site performance improvement by optimizing:
    • Image compression & lazy loading.
    • Code-splitting & reducing render-blocking JS.
    • CSS delivery with critical styles inline.
  • Core Web Vitals saw major gains:

3. SEO & Organic Growth

  • Built a templated content system, making SEO-driven landing pages easier to scale.
  • Improved page speed, structured data, and on-page SEO.
  • Increased SERP rankings and organic traffic (exact figures unknown, but measurable improvement).

4. Accessibility & Compliance

  • Resolved thousands of WCAG 2.1 issues, making the site more inclusive.
  • Standardized semantic HTML & ARIA roles, improving screen reader compatibility.
Core Web Vitals

Results

Development speed increased - pages could now be created in hours instead of days.

Core Web Vitals improved by 60% - resulted in higher engagement and conversions.

Scalable architecture enabled faster iterations & testing.

SEO and performance gains - resulted in higher engagement and conversions.

Key Takeaways

Learned how to optimize Core Web Vitals for real-world performance.

Improved SEO and organic growth through technical improvements.

Built a scalable front-end system that supported business goals.

Saw firsthand how technical improvements drive conversions and usability.