Today, we’ve invited our partner PushON to share how they build online stores from the ground up: what platforms they choose, how they extend them, and which Amasty modules help meet their clients' needs.
PushON is a Magento Solution Partner with a full-service e-commerce team based in Manchester. They work across B2B, B2C, and D2C markets, with particular expertise in complex integrations. They’re always ready to take on new and challenging projects.
Client: Who is PureTec?
PureTec is a healthy living brand devoted to providing the means for its customers to lead healthier, more fulfilling lives.
They had built their quite considerable success primarily through marketplaces, Amazon and eBay. However, they wanted to create a deeper relationship with their audience, and the marketplaces simply could not facilitate that.
The Challenge: Project Essence
PureTec already had a strong domain — www.exercise.co.uk — but they needed the website to do far more than just function. This wasn’t simply a website build; it was the cornerstone of a broader brand strategy. E-commerce success goes beyond technology, so PushON took a deep dive into understanding the audience, the core identity of the brand, and the commercial objectives driving the business.
At the heart of the marketing strategy was content — thoughtful, relevant, and genuinely useful. This approach not only encouraged meaningful consumer engagement but also drove organic growth. Relevance leads to citation: links from authoritative websites and social shares that build trust and visibility. Over time, these citations translate into strong organic search rankings for high-intent keywords.
We run deep immersion sessions at the start of every project. These are as valuable for the client as they are for the agency. Often, clients aren't fully aware of what they know internally, or what other departments are committed to or aiming to achieve. That’s why our immersion sessions take place off-site — away from the client’s usual premises and distractions. This environment allows all parties to develop a shared understanding of the project and take full ownership of every relevant deliverable.
The client must bring all key stakeholders to participate fully in the session and the broader project. From our immersion session with PureTec, we gained the clarity needed to confidently recommend Magento 2 Open Source as the right platform for the development of exercise.co.uk.
The Solution: Leveraging Amasty Extensions
Magento 2 is, in our view, the world’s leading e-commerce platform. That’s why we’re proud to be Magento Solution Partners. It offers a rich core feature set and scales effectively to support enterprise-level growth. What we particularly value is its extensibility, which has fostered a vibrant ecosystem of high-quality third-party solutions.
While many providers offer trusted, verified extensions, we choose to work only with a select few — the best of the best — where we can be certain of both quality and support.
Amasty has been our extension provider of choice for many years. Their extensions are robust, and their support is consistently responsive and thorough. We rely on a core set of Amasty modules that enhance usability and streamline the experience across the e-commerce sites we build.
In the case of PureTec, we deployed the following:
How we used content was a core element of the project. Providing genuinely useful information for the target audience — content that helped improve their daily lives — was key to building trust, fostering relationships, and increasing discoverability. A good example is the blog post about morning workouts with kids, which resonated strongly with the audience.
However, it’s equally important to support meaningful transactions. One major barrier to conversion in the exercise equipment space is fear, specifically, the fear of not knowing how to use the equipment properly. This fear also generates a high volume of related search queries.
To address this, we made digital manuals easily accessible by integrating the Product Attachments extension. This not only helped users feel more confident but also aligned with SEO goals by meeting clear informational intent.
The organic search campaign built around this content strategy proved highly successful. The following Searchmetrics graph shows a significant increase in organic visibility over the past 10 months:
It’s also important to ensure that we serve the right content at the right time. One key aspect of this is regional targeting. To support that, we deploy Geo IP Redirects, ensuring visitors see the most relevant content based on their location.
Beyond marketing considerations, Amasty extensions help us follow best practices when extending Magento’s native functionality. Security and accountability are always top priorities, and with the introduction of GDPR, securing an e-commerce site, both externally and internally, is absolutely necessary. External attacks often attempt to force access into the site, making administrative transparency critical.
The Admin Actions extension allows us to monitor how the site is being accessed, by whom, and from where. It also logs what actions are being taken. Magento is a complex system, and even with the best intentions, mistakes can happen. Having the ability to forensically review a series of actions gives us an accountable and structured approach to issue resolution.
Collaboration and training are fundamental to how we operate as an e-commerce agency. Our clients need to grow, and deploying a platform as powerful as Magento 2 is no small undertaking — it can impact every area of a business. As mentioned earlier, this process begins with the Immersion session. This is where relationships with key stakeholders are built, and a deep understanding of each department’s challenges and goals is developed. From there, we work alongside the client to provide training and help them plan for long-term success.
Although it wasn’t a core part of PureTec’s initial website deployment, we also dedicated significant time to supporting their marketing efforts. This was a new channel for them, and PPC, SEO, and content strategy became critical to the project's success. After all, a website only delivers real value when it attracts relevant, high-quality traffic.
Consider also which areas of a business can be significantly impacted by a digital transformation:
- Accounts
- Reporting
- Warehouse
- Fulfillment
- Marketing
- Brand
- PR
This highlights the critical importance of the immersion process. Once an initial understanding of business needs is established, fully committed project management and a clear communication strategy are essential to successful delivery. And that delivery is strengthened by collaboration.
We dedicate substantial time to selecting the right project toolset and ensuring the client is equipped to use it effectively. In any complex project, exceptions and changes are inevitable. Anticipating deviations (and having a structure in place to address them) makes a significant difference in execution. With the right tools and communication channels, we can offer an accountable and proactive approach to managing those challenges.
The Result
In this project, one of the key complexities involved managing large volumes of content. It's important to remember that “content” encompasses many formats: images, video, text, and audio. The marketing team, in particular, plays a central role in the deployment of these assets.
Meanwhile, the development team, and especially the SEO team, must be closely involved. The clarity of communication and specification around content will directly impact project outcomes.
The smooth progress of the PureTec project and the measurable growth in its organic search performance demonstrate the effectiveness of a well-managed and collaborative process.
PushON has woven SEO efforts from the start of our development of Exercise.co.uk, and their SEO team has given me sound advice and guidance on SEO best practices. They produced a huge strategy document in the early stages of development that aligned perfectly with a huge content marketing effort, which ensured the created content had significant SEO benefits from the start.
Their SEO team plugged in through the various stages of development to ensure the site is developed around SEO as opposed to going back in and trying to make the site more SEO-friendly. Their mobile-first approach has made the largest impact on our SEO efforts as it plays an ever-increasing role in how well a website ranks. Without PushON’s guidance, I feel confident that Exercise.co.uk would not have the well-thought-through SEO strategy in place that it does now.
Ben Owst, Head of Creative at Exercise.co.uk
If you’re considering developing a Magento-based online store on a turnkey basis, reach out and we’d be happy to help!
