Building a High-Converting Homepage with Section Store
How SULT leveraged pre-built Shopify sections to create a professional, custom storefront in days—not months—saving thousands in development costs
SULT™ is a direct-to-consumer hydration brand that sells science-backed electrolyte supplements. If you've been on UK social media, you've likely seen this brand. They're a bootstrapped startup with killer marketing that people can't stop talking about.
Their website was built on top of a Shopify theme using Section Store, a Shopify app that provides plug-and-play customisable sections, allowing the brand to create a custom storefront without expensive developers or complex page builders.
This case study examines how SULT leveraged Section Store's library of pre-built sections to create a clean, modern, and effective homepage that communicates their brand without the overheads or complexities of a page builder or a dev team.
The Challenge
Like many emerging DTC startups, SULT faced several common challenges:
Why Section Store?
Section Store is an ideal solution for brands like SULT:
Cost-Effective
One-time purchase model with no recurring monthly fees. Individual sections available from free to ~$14. Total investment: Under $200 vs. $5,000+ for custom development.
Native Shopify Integration
Sections work directly in Shopify's theme editor with no learning curve for separate page builders. Clean code with no leftover scripts that maintains or improves page speed.
Extensive Library
600+ pre-built sections available covering all essential e-commerce needs, with regular updates and new sections added consistently.
Full Customisation
Every section customisable via theme editor with adjustable colours, fonts, spacing, and images. Can match any brand aesthetic.
Performance-Focused
Lightweight, optimised code that's faster than app-based page builders with SEO-friendly implementation.
Section Breakdown
Specifically on the SULT homepage, here is an overview of some key sections:
Header
The header that came with the theme was unfit for purpose—it was rigid and didn't align with the branding or functionality. Header #14 was implemented as a one-click install solution to both better match the brand aesthetic but also to include the vertical drawer functionality on desktop for usability, design and to more accurately showcase the product range.
- Bold logo and clean header bar
- Simple, high-impact navigation links
- Mobile-friendly slide-out menu
- Featured product previews inside menu
- Persistent cart icon with item count
- Fast, responsive design for all devices
Hero Section
Likewise with the header, the Hero section from the existing theme fell short in a few areas. It was 80% there but lacked a few options in styling and customisation so it was swapped out for Hero #29.
- Large headline
- High-quality product imagery
- Clear CTA button ("Shop Now")
- Clean, minimalist design with customisable white space
Footer
Another historically rigid area of a Shopify theme is the footer. In line with SULT's bold branding, the existing footer was not a good fit. This was replaced by Footer #7.
- Navigation links
- Social media links
- Legal pages
- Contact information
Featured Collection
The featured collection was also not right. The theme section did not have the customisation options required, did not fit the branding and was targeted at larger collection sizes. SULT launched with only 2 products initially.
- Large, bold product titles for instant clarity
- Side-by-side layout showcasing key products
- Clear, prominent CTA button ("Shop Now")
- Balanced white space for a premium, uncluttered look
- Subtle carousel navigation for more product views
- Strong visual symmetry between product cards
- Animation on hover
Performance Metrics
Estimated Section Store Impact:
| Metric | Before (Default Theme) | After (Section Store) |
|---|---|---|
| Homepage Sections | ~15 basic sections | 600+ available sections |
| Development Time | N/A (limited by theme) | Hours vs. weeks |
| Cost | Theme cost only | Theme + ~$100-200 |
| Page Load Speed | Baseline | Maintained or improved |
| Customisation Level | Limited | Extensive |
| Maintenance | Theme-dependent | Easy, self-service |
Results & Benefits
Immediate Benefits
- Rapid Launch Homepage built in days instead of months with no waiting for developer availability and quick iterations based on feedback.
- Cost Savings Saved $5,000-$15,000 in custom development with no recurring monthly fees for page builders. Avoided expensive ongoing maintenance contracts and retainers.
- Professional Appearance Professionally designed custom site that builds credibility and trust, competitive with larger brands.
- Conversion Optimisation Clear value propositions above the fold with multiple trust indicators, strategic CTA placement, and mobile-optimised experience.
- Flexibility Easy to update copy and images, test different layouts, add seasonal promotions quickly, and scale as business grows.
Long-Term Advantages
- Independence SULT team can make updates without a developer, enabling faster response to market changes and more control over brand presentation.
- Scalability Easy to add new sections as needs evolve. Can expand to other pages (About, Product, etc.) with a growing library of available sections.
- Performance Maintains fast load speeds crucial for SEO with better user experience than bloated page builders and lower bounce rates.
- Future-Proofing Works with Shopify's OS 2.0 architecture with regular updates from Section Store. Compatible with theme updates and not reliant on any 3rd party app infrastructure or affected by downtime.
Section Store vs. Alternatives
| Feature | Section Store | Custom Development | Page Builders | Default Theme |
|---|---|---|---|---|
| Cost | $0-200 one-time | $5,000-20,000+ | $20-300/month | Included |
| Time to Launch | Days | Weeks-Months | Days-Weeks | Hours |
| Customisation | High | Unlimited | Medium-High | Low |
| Technical Skills | Basic | Expert level | Beginner-Intermediate | Basic |
| Page Speed | Fast | Fast | Variable | Fast |
| Maintenance | Easy | Requires developer | Moderate | Limited |
| Scalability | High | High | Medium | Low |
| Updates | Regular | As needed | Frequent | Theme-dependent |
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When to Choose Section Store
- Small to medium DTC brands or startups
- Teams without developers
- Brands needing quick launch
- Businesses wanting cost-effective solutions
- Stores prioritising performance
Total Estimated Investment
- Section Store Sections: $0-200 (depending on free vs. premium choices)
- Time to Implement: 1-3 days
- Ongoing Costs: $0 (one-time purchases)
SEO Considerations
Section Store's SEO Benefits
Clean Code
Semantic HTML structure with proper heading hierarchy (H1, H2, H3) and no redundant code.
Fast Load Times
Lightweight sections optimised for Core Web Vitals and better than bloated page builders.
Structured Content
Schema markup opportunities with proper image alt tags and descriptive section labels.
Mobile-First
Responsive design that's mobile speed optimised and passes Google's mobile test.
Scaling Beyond the Homepage
Other Pages Built with Section Store
Section Store sections can be used on any page. SULT utilises these sections store-wide:
Product Pages
Custom product upsell, trust badges and benefits list, scrolling announcement bar, before/after comparison
About/Brand Story
Hero/banner section, image with text, footer
Conclusion
Key Takeaways
Final Thoughts
SULT's homepage shows that you don't need a massive budget or a development team to create a professional, high-converting Shopify store. By leveraging Section Store's library of pre-built sections, they created a clean, effective homepage that:
- Communicates their unique brand values clearly
- Builds trust through transparency
- Showcases products professionally
- Converts visitors into customers
- Maintains excellent page speed
The Bottom Line
Section Store enables brands like SULT to focus on what they do best—killer marketing and content and top quality product, rather than battling with technical implementation, monthly app costs or expensive development invoices.
