We were thrilled to partner with internationally renowned, and locally adored, Sheffield-based artist Pete McKee on a redesign and rebuild of his e-commerce store. We were tasked with creating a modernised, responsive and intuitive website that was true to his brand, whilst also optimising the buyer journey to further drive sales.


My business had a great experience with Wilkes Wood. Fred and the team were able to listen to the issues we were currently having with our existing website, and suggest solutions to resolve these. The work was done to a very high and professional standard and delivered on time. Because of this we have taken out one of their support packages so we can continue to improve our online experience for customers.

Chris SmithBusiness Manager

Optimising Product Pages

Upon initial discovery, we identified the most critical issue affecting the old website was the structure of the product pages. We completely redesigned all product pages to include e-commerce best practices, including an omnipresent add-to-cart call to action, an easy-to-find checkout button, related products dynamically presented, larger and bolder images and a completely responsive design.

From Two to One

McKee’s original site was split between a primary website and a separate online store. To generate more revenue without diverting fans and potential customers between two domains, we wanted to bring these two entities together. We achieved this by merging the subdomain and consolidating all content and e-commerce functionality under a single CMS while setting up redirects from the old domain. This made sure we could retain all of the valuable traffic and external links that have been accumulated over years of brand-building.

Intuitive Set-Up

The McKee team expressed a real need to make ongoing site management as simple and efficient as possible. We built their site on the Shopify CMS, which allowed us to deliver a site quickly whilst allowing their team to manage the site internally after hand-off, without relying on us to make minor tweaks and adjustments in the future – a significant time and cost-saving move for the business.

True to the Brand

As an artist, it was important that we accurately retained and presented the McKee brand on the new website. We achieved this by meeting in person with the team to immerse ourselves in the physical gallery we were looking to represent online, as well as familiarising ourselves with all brand guidelines/assets. This has resulted in an instantly recognisable “Pete McKee” site, with bold use of colour and stunning product photography.

Data-Driven Decisions

Any new e-commerce build, ultimately, needs to have a positive impact on the bottom line. We benchmarked all historic data to enable easy performance comparisons, and have enabled precise analytics tracking to ensure we can continually optimise the McKee site through data-led decision-making. We are thrilled that the new site is performing well above any historical data for the same time-period.