SANA Well: a calm, ritual-led Shopify store with SEO built into every post

How JWWD built the Shopify store for SANA Well, a gut health and wellness brand, and set up a journal that turns search data into content people are looking for.

The brief

SANA Well makes naturopath-formulated cacao, greens, protein and tea blends for gut health, and pairs each product with a simple self-care ritual. The brand is about slowing down, not hard selling.

The store needed to feel like the brand: calm, warm and easy to explore. It also needed to explain ingredients clearly, show people how to use the products day to day, and look after the brand’s local customers on the Central Coast.

What we built

JWWD built the SANA Well store on Shopify, customised to the brand’s style guide, fonts and colour palettes. Built in collaboration with Matilda Wilson.

  • Rituals first: a Rituals page and ritual-led product pages that show how each blend fits into the day.
  • Ingredients explained: an Ingredients page and an Ingredient Glossary, so customers can see exactly what goes into each blend.
  • Bundles and ritual tools: bundles and accessories alongside the core blends.
  • Subscriptions: subscribe and save, with subscription emails restyled to match the brand.
  • Reviews and local delivery: Judge.me reviews and a free local delivery page for Central Coast customers.

How it's built

  • Shopify with a customised theme: set up to the SANA style guide, with plenty of space and photography.
  • Staged launch: the store was built and reviewed behind a password page before going live.
  • Klaviyo: email sign-up connected to the store.
  • Trackable QR codes: QR codes for printed material carry tracking tags, so offline promotions show up in the store’s analytics.

An SEO-led journal

Since launch, JWWD has run SANA’s SEO. The centrepiece is Our Journal. Topics are chosen from real search data in ModusOp, JWWD’s own SEO and operations platform, looking for questions people are asking that SANA can genuinely answer.

JWWD prepares each draft, SANA’s team refines it so it sounds like SANA, and JWWD publishes it with a proper heading structure, alt text, links through to the relevant products and an FAQ section marked up with FAQ schema.

The result

SANA Well has a store that feels like the brand and a regular content process with clear roles: SANA brings the voice and expertise, and JWWD brings the data, structure and technical SEO.

Building a brand that needs to explain as well as sell? Talk to JWWD.