No End Shoes

No End sells a wide range online, which makes findability the whole problem — both inside the site, where a visitor has to reach the right shoe quickly, and outside it, where most of them start at a search engine.

• Web Design & Development
• Logo & Brand Identity

The catalogue was structured around the way people actually search, and the site was built so that a search engine can read it: clean markup, honest headings, real page titles, images described. Filtering was kept in the visitor's hands rather than in a clever algorithm's, since a shopper who knows their size wants to say so.

The shop is comprehensive without being a maze, and it is legible to search engines by construction rather than by a plugin added afterwards.