Case study Direct client
Footprint Shoes
A bespoke WooCommerce store for a preloved footwear brand
0
Licensed plugins underneath it
No annual fee, nothing that stops working if a licence lapses
2
Domains, one store
prelovedshoes.co.uk redirects rather than competing
- Client
- Footprint Shoes
- Sector
- Preloved and second hand footwear
- Services
- Ecommerce design and WordPress development
- Engagement
- Fixed scope build, launched June 2026
The challenge
Footprint sells preloved footwear, mostly running and lifestyle trainers from brands like Saucony, Salomon, Hoka and New Balance. Every item is one of one. There is a single pair, in a single size, in a specific condition, and on second hand stock the condition matters to the buyer as much as the size does.
Nothing off the shelf handles that especially well. A standard shop template treats stock as interchangeable and leans on the brand name to do the selling. The brief was a store that made buying second hand feel considered rather than cheap, and one Daniel could run himself once it was live.
The approach
A bespoke theme rather than a page builder. Every section of the homepage is a field Daniel edits, from the four rotating hero images down to the copy above the product rows, so nothing on the front page needs a developer to change.
Condition sits on the product card next to the size and the price rather than being buried in the description, because on preloved stock that is the deciding detail. The shop grid is tuned per breakpoint down to two products a row on phones, where most of the browsing happens.
The build runs on free plugins only. The site settings live on a native WordPress settings page rather than a licensed add on, so there is no annual fee sitting underneath the site and nothing that stops working if a licence lapses.
The launch
Footprint went live on 24 June 2026 at footprintshoes.co.uk.
The domain moved across without a break in email. That was the part worth getting right, because the business runs on Microsoft 365 and a careless cutover takes the mailbox down along with the website. The second domain, prelovedshoes.co.uk, redirects to the main one so neither name is wasted and neither competes with the other in search.
Payments went live the same day, with daily payouts to the bank rather than a weekly wait. Prices are stored inclusive of VAT, so the number on the product card is the number at the checkout.
What clients say
In their words, not mine.
Aaron built the site from scratch and it was the first time the brand actually looked like us online. He handled the design and the build end to end, and I could update it myself afterwards without going back to him every time.
The level of detail and commitment Aaron brings is unmatched. From SEO to design, everything was delivered with precision and care. Our online visibility has never been better.
Aaron’s work speaks volumes. From start to finish he understood our brand and vision. The end result was a powerful, sleek website that truly reflects who we are.
We use Aaron for development we would rather not hand to a junior. The work comes back the way it was specced, on the date he said, and it goes out under our name without us having to check it twice.
Aaron set up the shop and the tracking, and explained what was worth doing and what was not. He was straight about where the money was better spent, which is not what you usually get.
