An online store specification decides what the website will be long before any code is written: anything left out, the developer will decide alone. For a fireplace and stove store we wrote the specification for a new website covering the catalogue, filters, product pages and forms.
The store wanted a more convenient site on one condition: the move must not wipe out its search rankings. So the specification was written with SEO in mind, and in parallel we found duplicate catalogue pages and prepared a redirect table from old URLs to new ones.
Sections, filters and product pages are fixed in the brief, not invented along the way.
Duplicates and redirects are handled before launch, not after traffic drops.
The catalogue and filter specification can be read without its author.
The store sold fireplaces, home and sauna stoves, chimneys and related products. Buyers compare models by specifications and often consult the installer, so the catalogue is their main tool. If filters do not narrow the range and product pages lack the details, they leave for a competitor.
Sections by product type, rules for subcategories and URL patterns that do not create duplicates.
A fireplace, a sauna stove and a chimney are chosen by different characteristics, so filters were defined per section rather than one set for the whole store.
The brief fixed what each product page shows and how the forms work.
Whatever the brief leaves out, the developer decides alone — not always as the store would.
Our part was documents rather than a finished site: the specification, a list of duplicate catalogue pages and a redirect table, described in more detail on the store migration page.
The new site may launch with new URLs, duplicates and no redirects, and search engines will treat it as a new site.
Yes. A finished brief makes it easier to compare quotes, because every team estimates the same thing.
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