Tom Dixon
Website migration, e-commerce, SEO & digital content
Leading the content and copy transformation behind Tom Dixon's move from Magento to Shopify.
Tom Dixon is a globally recognised British design brand known for its distinctive furniture, lighting and accessories. Working alongside agency partner SOON_, I led the content and copy project for the migration of the Tom Dixon website from Magento to Shopify, creating a richer, more cohesive and SEO-optimised digital experience
The challenge
Moving from Magento to Shopify presented an opportunity to do more than simply transfer the existing website. The new platform needed to create a more intuitive and engaging customer experience while strengthening the Tom Dixon brand and supporting commercial objectives.
A key challenge was bringing together brand storytelling, SEO, product information and conversion-focused content across a significantly restructured website.
The approach
I led the content and copy workstream from strategy through to delivery, refining brand messaging and restructuring the site's content architecture to support the new Shopify experience.
The focus was on creating richer product storytelling that communicated the design, craftsmanship and personality behind Tom Dixon's products, while ensuring content remained clear, useful and commercially effective.
I worked closely with the agency partner and wider project team to ensure the content worked seamlessly within the new digital experience and supported improved customer journeys.
What I delivered
Led the website content and copy migration from Magento to Shopify
Refined brand messaging across the digital experience
Restructured website content and page hierarchy
Created copy for the homepage and landing pages
Developed PLP and PDP copy
Wrote rich, SEO-optimised product descriptions
Developed product narratives and storytelling content
Created supporting email campaign copy
Created social media copy
Ensured content supported SEO, user experience and conversion objectives
The result
The redesigned Shopify platform delivered a stronger and more cohesive digital presence for Tom Dixon, with improved user journeys and richer content helping to bring the brand and its products to life online.
The new website went on to receive multiple industry accolades at the 2025 W3 Awards:
Gold — Best Website, Consumer Goods
Gold — Best Website Redesign
Silver — Best Visual Appeal & Aesthetics
Silver — Best User Experience
The impact
The project successfully brought brand, storytelling, SEO and commerce together, creating a digital experience that was designed not only to showcase Tom Dixon's distinctive products, but to help customers discover, understand and ultimately buy them.
A richer digital experience, built around better content, stronger storytelling and a seamless customer journey.