From one page to a national store.

The problem

The bracing side of the business was real — the clinic had been fitting braces for years and knew the products better than most retailers. Online, it was one page inside a clinic website, competing for attention with physiotherapy and appointment booking.

Anyone searching for a knee brace in Canada had no reason to find it, and anyone who did land there couldn't buy without picking up the phone.

The approach

Bracing needed to be its own business online, on its own domain, with its own search presence. Not a section — a store.

The hard part of selling braces is that customers don't know what they need. They know what hurts. So the store leads with a brace finder that asks about the injury and the activity rather than the product, and ends on one recommendation instead of a filtered list of forty.

The two other things that stop a brace sale are sizing and cost. Free size exchanges answer the first. Insurance support — the paperwork most people don't realise they can claim — answers the second.

The build

Shopify, with product schema so items can appear in Google with price and availability, Canadian tax and carrier-rate shipping configured by destination, and the post-purchase email flow set up rather than left on defaults.

Redirects from the old clinic brace pages point at the new store, so the search history the pages had already built wasn't thrown away.