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Case study: That's Cool Wire

Custom EL wire builders, repairs and SEO for a WooCommerce store

By July 2019 every page of the store except the home page returned a 404 error, 28 plugins were overdue for updates, live chat had disappeared and shoppers in Canada could not get shipping rates. The owner also could not change the Kit Builder's prices himself.

Talk about a project like this Visit That's Cool Wire

In short

That's Cool Wire is an online store in Houston, Texas for EL wire (electroluminescent wire), LED products, inverters, connectors and mounts, where customers build a custom kit of up to 10 strands or buy wire by the foot. From 2019 Codiffy fixed and updated the WooCommerce store, added a price editor and new rules to its Kit Builder, built the El Wire by the Foot builder and ran SEO, after which the store ranked first for "el wire kit builder".

The That's Cool Wire EL Wire Kit Builder page: a step bar for diameter, length and colour, connector, power, inverter, mounts and finishing up, the headline Worlds Easiest El Wire Kit Builder and a video about the builder
thatscoolwire.com in October 2026.

The short version

Challenge
By July 2019 every page of the store except the home page returned a 404 error, 28 plugins were overdue for updates, live chat had disappeared and shoppers in Canada could not get shipping rates. The owner also could not change the Kit Builder's prices himself.
Approach
We fixed the errors, updated WordPress, the theme and 28 plugins and restored live chat, then added Canadian shipping rates, a price editor and new rules for the Kit Builder, built a second builder, El Wire by the Foot, and ran SEO.
Result
In October 2019 the store ranked first for "el wire kit builder". The SEO report for 14 December 2019 to 14 January 2020 showed a significant rise in monthly organic revenue and more than 10 newly ranking keywords.

About That’s Cool Wire

That’s Cool Wire sells EL wire (electroluminescent wire), LED products, inverters, connectors and mounts online from Houston, Texas, and has sold online since 2001. Customers build a custom kit of up to 10 strands with the Kit Builder or buy wire by the foot.

Where the store was in July 2019

Every page except the home page returned a 404 error, 28 plugins were overdue for updates, the live chat had disappeared and shoppers in Canada could not get shipping rates. The owner saw the Kit Builder as his edge over Amazon, but he could not change its prices himself.

What we did

  • A faster theme The store moved to a faster theme.
  • The store working again The 404 errors fixed, WordPress, the theme and 28 plugins updated, and the Zendesk live chat restored (July 2019).
  • Canada and prices Shipping rates for Canada and an admin screen where the owner edits the Kit Builder prices himself (August 2019).
  • El Wire by the Foot A second builder, without the power options, tested on staging before it went live (August 2019).
  • Builder rules Half foot lengths, mounts offered only for thicker wires, and a fix for zero length strands (October 2019).
  • Monthly updates A round of updates every month, with an estimate before each one.
  • SEO An on-page audit, schema and meta tags, guest post outreach and monthly reports.
The El Wire by the Foot page: a step bar for diameter, length and colour, connector, mounts and finishing up, the headline Our System Makes Ordering El Wire So Simple and photos of coloured EL wire strands
El Wire by the Foot, the second builder we added in August 2019.

The result

In October 2019 the store ranked first for “el wire kit builder”. The SEO report for 14 December 2019 to 14 January 2020 showed a significant rise in monthly organic revenue and more than 10 keywords ranking for the first time.


Technology

WordPress and WooCommerce with custom coded builders and an admin price editor, Zendesk Chat, MailChimp, Yoast SEO, PayPal and Stripe. More on our custom plugins, WooCommerce development and on-page SEO pages.

What the client said

  • “In need of a distinctive kit builder program for my website, Codiffy provided a tailored solution that markedly increased my sales. The kit builder streamlines the purchasing process for customers, allowing them to easily customize EL wire, the inverter, connector, and EL wire mounts within a single WooCommerce product. Codiffy also created two websites from the ground up. My gratitude knows no bounds! I highly endorse Codiffy for any intricate customizations. Turn your ideas into reality effortlessly.”
    Andrew LytwynOwner, Idea2parts and thatscoolwire.com, United States

How the project ran

  1. July 2019404 errors fixed, WordPress, theme and 28 plugins updated, live chat restored
  2. August 2019Canadian shipping rates and a price editor for the Kit Builder
  3. 19 to 26 August 2019El Wire by the Foot builder, tested on staging first
  4. October 2019New builder rules
  5. October 2019 to January 2020SEO: audit, schema, meta tags, outreach, monthly reports

Questions about this project.

What is the That’s Cool Wire Kit Builder?

A builder on the store where customers put together a custom EL wire kit of up to 10 strands, choosing the wire, connectors, power, inverter and mounts. El Wire by the Foot is a second builder for wire without power options.

What did Codiffy change in the builders?

An admin screen so the owner edits the Kit Builder prices himself, half foot lengths, mounts offered only for thicker wires, a fix for zero length strands, and the new El Wire by the Foot builder.

What did the SEO work include?

An on-page audit, schema and meta tags, guest post outreach and monthly reports. In October 2019 the store ranked first for "el wire kit builder".

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