Conversion redesign
Your site looks dated, or just doesn't convert. I rebuild it around clear hierarchy, trust signals, and the path to checkout, so more visitors actually buy.
Recently launched: Luxe & Lit · Southern Clinical Skincare
Your store, designed to sell.
Most online shoppers leave without buying. I design and build conversion-focused stores. So more of your visitors become customers, and more customers come back.
The real problem
Getting traffic is the expensive part.
Getting traffic is the expensive part.
Most stores waste it.
0%
of online shoppers add to cart, then leave without buying. Most of it is a fixable design & UX problem, not a traffic problem.
Average documented cart-abandonment rate. Source: Baymard Institute.
The day after my new site launched, I experienced more sales than I had seen in months.
What I do
Built around how people actually buy
It starts with finding where your store is losing people, then designing and building the fix. Pick whichever situation sounds like yours.
New store builds
Launching or replatforming. A custom store built to sell from day one, not the marketplace theme everyone else is using. Shopify and BigCommerce are my specialty; I work across platforms.
CRO, funnels & landing pages
Plenty of traffic, not enough sales. I find the leaks between landing and checkout (slow pages, confusing nav, missing proof) and fix them. Plus fast, focused landing pages for launches and campaigns.
Subscriptions & retention
One-time buyers but no repeat revenue. I design subscription offers and retention flows that actually stick. It's the part of e-commerce I work on every day.
This is for you if you…
run a real online store
get traffic but want more of it to convert
want repeat revenue, not one-time sales
The process
A clear path from "this isn't working" to launch
No black box, no jargon. You always know what's happening, what's next, and exactly what you're getting at each step.
PHASE 01
Audit
A free, specific review of your current store: where it's losing sales and why, ranked by impact.
You getA prioritized findings list
PHASE 02
Design
Real, interactive mockups, not vague sketches. You see and approve the direction before any build.
You getA clickable design you sign off
PHASE 03
Build
Built cleanly on your platform and QA'd on every device, with you in the loop the whole way.
You getA fast, live store you own
PHASE 04
Optimize
After launch I keep testing and refining, so the site doesn't just ship. It keeps getting better.
You getOngoing conversion gains
The work
Stores that are live and selling
Both are running right now. Click through and judge the work yourself, then read what the owners had to say, in their own words.
Luxe & Lit
Shopify · full theme redesign, subscription box build
Working with Lincoln Ware on my website redesign was an absolute pleasure. From start to finish, he was communicative, knowledgeable, and incredibly easy to work with. He provided thoughtful feedback and expert guidance while making sure my vision remained at the center of the project. I never felt like I was losing my voice in the process. Instead, Lincoln created a site that truly reflects my brand and personality.
I could not be happier with the final result! The look and feel of my website exceeded my expectations, and the impact was immediate. As an added bonus, the day after my new site launched, I experienced more sales than I had seen in months. I highly recommend Lincoln to anyone looking for a talented designer who delivers both a beautiful website and tangible results.
Southern Clinical Skincare
BigCommerce · theme redesign, skin-quiz email automation, article library
Working with Lincoln and Ware Digital Solutions has been a blessing for our company! He is extremely skilled in a multitude of platforms and apps with the ability to build them into our site with seamless interoperability. His quick and complete grasp of our desired tone and voice for our site was uncanny, which enabled him to immediately bring our vision to life. Collaboration with him is a joy. We strongly recommend Lincoln and Ware Digital Solutions for all your website needs.
Who you're working with
You're not hiring an agency. You're hiring the person building your store.
No account managers, no junior handoffs, no telephone game. You work directly with me, the same person who audits your store, designs the fix, and builds it.
Here's the difference: for 5 years I've been the sales lead at PayWhirl, a recurring-billing platform. I'm talking with e-commerce businesses every day, helping them grow recurring revenue, and that conversation almost always turns to their website. I've seen, over and over, what converts and what quietly loses sales. That's what goes into every project.
AlwaysTrust signals and the offer above the fold, before anything pretty.
NeverTreat mobile as an afterthought. Most of your buyers are shopping on a phone.
NeverCarousel heroes, stock-photo filler, or a site you can't edit yourself.
Lincoln Ware
Founder
- PayWhirl sales lead, 5 years advising e-commerce brands on recurring revenue
- Deep Shopify & BigCommerce expertise, and comfortable on any modern platform
- Conversion-first: every decision tied to revenue, not just looks
- Direct, jargon-free communication from first call to launch
Risk, removed
Starting shouldn't feel like a gamble. So I took the risk off the table.
You're never out money for work you haven't seen and approved. Every engagement is built so the risk sits with me, not you. I take on a small number of projects at a time, which is why early clients get founder-rate pricing and my direct attention throughout.
A few project slots open for 2026
You approve before you pay
Milestone billing. You sign off each stage before the next begins.
A free audit first
See exactly how I think and what I'd fix, before you spend a cent.
Fixed price, fixed scope
Quoted up front in writing. No surprise invoices, ever.
Built to a deadline
A clear timeline with milestones, so you're never left wondering.
Engagements
Three ways to work together
Pick the scope that fits where you are. Every project is quoted up front as a fixed fee, and right now that's at founder rates. Modern AI-assisted tooling keeps it fast and affordable: senior-level work in weeks, not months.
Refresh
Quick wins on one store
Let's talkFixed fee · founder rate
- Full conversion audit, prioritized
- High-impact homepage & PDP polish
- Trust signals & quick wins implemented
- Mobile + speed pass
Redesign
The full rebuild, done right
Let's talkFixed fee · milestone billing
- Everything in Refresh
- Full custom redesign, designed & built live
- Key conversion flows & PDPs rebuilt
- Subscription & retention setup
- Full QA, you own the code
Partner
I stay on as your web team
Let's talkProject + monthly retainer
- Everything in Redesign
- Monthly edits, new sections & updates
- Continued A/B testing & optimization
- Priority support & a dedicated partner
Not sure which fits? The free audit call sorts it out. No pressure, no obligation.
Questions
The things people ask first
Fair question. Start with the stores: Luxe & Lit on Shopify and Southern Clinical Skincare on BigCommerce are both live and selling, and both owners are quoted above in their own words. Go read what they said and click through to the work. Beyond that, I'm not new to e-commerce: I've spent 5 years as the sales lead at a recurring-billing platform, talking to online businesses every day about what makes them money, so I understand checkout, retention, and conversion deeply. And I've structured everything so you carry no risk: a free audit up front, fixed pricing, and milestone billing where you approve each stage before you pay for it. The worst case for you is a free, genuinely useful audit.
Every project is a fixed fee, quoted in writing up front, billed across milestones. No hourly surprises. I keep a small book of work, so early clients get founder-rate pricing. We'll talk specifics on the call once I understand the scope.
I build with modern AI-assisted tooling. That means a custom, conversion-focused store in weeks instead of months, and at a fraction of typical agency cost. You still get senior-level strategy and a real person (me) directing and reviewing every decision; the tooling just removes the slow, expensive busywork.
You'll never be surprised. We agree on direction before I build, you get interactive mockups to react to, and revisions are part of the process until you sign off. You approve the design before any development is paid for.
100%. You own the code, the theme, and the assets, and I make sure you can actually edit and maintain it. No lock-in, no hostage situations.
Let's talk
Let's find the revenue your store is leaving on the table.
Book a free 20-minute audit call, or send a message. Either way you'll get honest, specific thoughts, even if it turns out we're not the right fit.
Your store can do more.
Let's prove it.
One free audit call. Honest answers about what's costing you sales, and what it'd take to fix.