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Technology stack:
  • WooCommerce
  • Figma

How Leg&Go Restructured Its Product Architecture for SEO, Shopping and CRO

Leg&Go already operated an established WooCommerce store but relied primarily on a freelancer for development and technical support. The project objective was to maintain and improve a reliable international WooCommerce operation while continuously removing technical and structural limitations that affect product merchandising, acquisition and future eCommerce optimization.

How Leg&Go Restructured Its Product Architecture for SEO, Shopping and CRO — desktop
How Leg&Go Restructured Its Product Architecture for SEO, Shopping and CRO — mobile
lg hero product
CUSTOMER SAY: Excellent
  • Catalog and product architecture separated
  • Stronger SEO and Google Shopping structure
  • Ongoing WooCommerce support

Leg&Go

Leg&Go already operated an established WooCommerce store but relied primarily on a freelancer for development and technical support. The company was dissatisfied with the quality and speed of the work and wanted a more reliable partner capable of handling ongoing WooCommerce development, updates and technical issues.

  • Latvia / Europe & North America — B2C + B2B
  • legandgo.com
  • WooCommerce + Custom ERP
  • WooCommerce Development
  • Technical Support & Product Architecture Optimization
Leg&Go online store
lg showcase product

Services Provided:

  • WooCommerce Development
  • Technical Support
  • Product Architecture Optimization
Challenge

The Challenge

The Starting Point

Leg&Go already operated an established WooCommerce store but relied primarily on a freelancer for development and technical support. The company was dissatisfied with the quality and speed of the work and wanted a more reliable partner capable of handling ongoing WooCommerce development, updates and technical issues.

What the Client Believed Was Wrong

The immediate challenge was not the platform itself but the reliability and quality of ongoing technical support. Leg&Go needed a development partner capable of maintaining and continuously improving an established international eCommerce operation.

What Had Already Been Tried

Leg&Go already had its WooCommerce platform and was working with a freelancer. WD Market therefore inherited an existing eCommerce environment rather than designing and developing the original store from scratch.

Why It Needed Attention

The existing freelancer relationship was no longer providing the speed and quality Leg&Go required. This created the need for a more structured WooCommerce development partner.

Risk of Doing Nothing

Leg&Go would remain dependent on slower and less reliable technical support while structural limitations within the existing store could continue restricting SEO, Google Shopping, product merchandising and individual product optimization.

Constraints That Shaped the Solution

Leg&Go operates internationally across Europe and North America, serves both B2C and B2B customers and connects WooCommerce with its own custom ERP. The business also has an internal marketing team, meaning external recommendations should complement existing capabilities rather than duplicate them.

What Success Needed to Mean

Reliable WooCommerce support and development combined with commercially justified improvements that make the existing platform more effective without introducing unnecessary technical or platform changes.

Our Approach

  • What the Evidence Showed

    The existing WooCommerce platform did not necessarily need replacing. One higher-impact opportunity was the way products were structured. Separating individual products from the broader catalog experience would create a stronger foundation for both acquisition and conversion optimization.

  • What We Prioritized First

    Historically, reliable technical support and WooCommerce development. More recently, the priority was improving product architecture because the previous catalog structure restricted product-level SEO, Google Shopping, merchandising and optimization opportunities.

  • How We Delivered It

    Since 2023, WD Market has provided WooCommerce support, updates, troubleshooting, bug fixing and ongoing development. More recently, WD Market completed a dedicated project to separate the catalog experience from individual product pages, creating a stronger technical and commercial foundation for SEO, Google Shopping, CRO and product merchandising.

  • How the Engagement Evolved

    The relationship has remained primarily technical, but the appointment of a new Managing Director created a new phase. A recent structural project demonstrated willingness to make meaningful eCommerce changes when supported by clear business logic. The next step should therefore be connecting future technical improvements more directly with measurable commercial objectives.

Team

The People Behind The Work

Account / Project Management, WooCommerce Development, Technical Support, QA / eCommerce Consulting.

  • Jānis Strautiņš

    Jānis Strautiņš

    Support Team Lead

    Focus: Support · Troubleshooting · Coordination

  • Tomass Bērziņš

    Tomass Bērziņš

    Head of E-Commerce & Co-Owner

    Focus: Growth strategy · CRO · Customer Journey

  • Anush Avetisyan

    Anush Avetisyan

    QA Team Lead

    Focus: QA · Payments · Integrations · Release Quality

  • Mārcis Motcats

    Mārcis Motcats

    E-commerce System Engineer

    Focus: Full-scale enterprise systems · Automation Workflows · Technology

  • Rainers Leitarts

    Rainers Leitarts

    Full-stack Developer

    Focus: Development · Integrations · Checkout

team janis strautinsteam tomass berzinsteam anush avetisyanteam marcis motcats 25+ Developers, Designers, CRO Specialists & others
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Strategy

Strategic Decisions

  • WD Market team member at work

    Recommendation

    No major reversal. WD Market was initially engaged to provide more reliable WooCommerce support and has continued fulfilling that role while identifying individual structural improvements when justified.

  • WD Market team around a laptop

    What We Deliberately Did Not Recommend

    We did not recommend rebuilding the entire website or immediately migrating away from WooCommerce. The priority has been improving the existing platform where there is a clear business case rather than introducing unnecessary redevelopment.

  • WD Market specialists in discussion

    Rebuild / Redesign / Spend Decision

    Leg&Go has previously considered Shopify, but migration is not currently a priority. The appropriate strategy is to maximize the existing WooCommerce setup unless WooCommerce becomes a meaningful operational or commercial limitation.

Related Services

  • WooCommerce Development

Results We Delivered

  • Measured Results

    Catalog and individual product architecture successfully separated, creating dedicated product structures better suited for SEO, Google Shopping, CRO and product merchandising.

  • Evidence and Metrics

    One important limitation was identified in the product architecture: products existed within a broader catalog-style purchasing experience rather than having the independent product-page structure required for effective SEO, Google Shopping, product-specific landing pages, merchandising and individual optimization.

  • What the Client Gained Beyond the Metric

    Leg&Go gained a reliable long-term WooCommerce development partner capable of maintaining the existing platform while making targeted architectural improvements when there is a clear commercial reason to do so. The latest restructuring also creates a stronger foundation for future product-level acquisition and conversion optimization.