GrillHound — E-commerce Platform
Built from Zero
Client’s Challenge
GrillHound is a new e-commerce player in the Australian BBQ equipment market. The founder had extensive retail experience but zero online presence. The market was dominated by Weber, Barbeques Galore, and Bunnings — giants with multi-million dollar budgets and decades of brand recognition.
Our challenge: build a competitive e-commerce store from scratch in 4 months, then drive it to TOP-3 Google Australia positions for 620+ target keywords within 12 months — all on a startup budget.
- Zero online presence, zero domain authority (DA: 0)
- Market dominated by brands with 10-20 year head start
- 2,000+ SKU catalogue needing SEO-friendly structure
- Australian compliance: GST, consumer law, shipping regulations
- Budget constraints requiring cost-effective scalable stack
How We Solved It
Market Research & UX
47 Figma screens designed across 3 rounds of user testing. Competitor analysis of Weber, BBQ Galore, and 6 direct competitors.
WooCommerce Development
Custom theme with Ajax product filters, lazy-loading product grid, and 2,000+ products imported with full SEO metadata.
SEO Architecture
380 landing pages structured around brand/fuel-type/size/price hierarchy. Each page with 800+ words of unique content.
Integration & Compliance
Afterpay for BNPL, StarShipIt for Australian shipping, Xero for accounting, GST-compliant checkout flow.
Performance Optimization
Core Web Vitals tuned: LCP 1.6s, CLS 0.02, FID 8ms. Redis caching, Cloudflare CDN, image optimization pipeline.
Our Implementation
ajax-filters.php
// WebCoreLab — GrillHound Ajax Product Filter
add_action('wp_ajax_wcl_filter', 'wcl_filter_products');
add_action('wp_ajax_nopriv_wcl_filter', 'wcl_filter_products');
function wcl_filter_products() {
check_ajax_referer('wcl_filter_
o
ce', '
o
ce');
$args = [
'post_type' => 'product',
'posts_per_page' => 24,
'paged' => i
tval($_POST['page'] ?? 1),
];
$tax_query = ['relation' => 'AND'];
$filters = [
'bra
d' => 'pa_bra
d',
'fuel_type' => 'pa_fuel-type',
'size' => 'pa_cooki
g-area',
];
foreach ($filters as $key => $taxo
omy) {
if (!empty($_POST[$key])) {
$tax_query[] = [
'taxo
omy' => $taxo
omy,
'terms' => array_map('sa
itize_text_field',
(array)$_POST[$key]),
];
}
}
if (cou
t($tax_query) > 1) $args['tax_query'] = $tax_query;
$query = new WP_Query($args);
wp_send_json_success([
'fou
d' => $query->fou
d_posts,
'max_pages' => $query->max_
um_pages,
]);
}
// Filters 2,000+ products i
avg 180ms
// Zero full page reloads → +34% filter usage
Measurable Impact
Measured 12 months from launch
“I had a warehouse full of BBQ gear and zero online sales. WebCoreLab built everything from scratch — the store, the SEO, the integrations. Twelve months later we hit $2.1M in revenue. They didn’t just build a website; they built a business channel.”
— J.P., Founder, E-commerce Retail (NDA)