The brief.
Rawan runs a small but credible photography studio out of Cairo — fashion, lookbooks, e-commerce product, and the occasional editorial. The work is good, the brand is consistent, but the lead flow was killing weekends. Every prospective client landed in the studio's Instagram DMs with the same five questions: how much, what's included, can we add a second outfit, do you cover travel, do you deliver edited files. The studio answered the same questions 30 times a week. Half the conversations died before a deposit ever moved.
The mandate was specific: don't reinvent the brand voice, don't over-design the storefront, but get the studio out of the FAQ business. Build the storefront that answers the questions before the DM is sent.
What we shipped.
Custom hero Liquid section.
A configurable hero on Shopify's Craft theme — full-bleed image, headline / sub-headline / two CTAs, with the studio's editorial pacing. Section settings let Rawan swap the hero image, adjust the headline, and ship a campaign moment without touching code.
Package builder.
The centrepiece. A configurator section where prospective clients pick a shoot type (fashion / product / lookbook), an outfit count, an edited-file count, and optional add-ons (location travel, second photographer, rush turnaround). The price re-calculates client-side as the customer reads. When the package is right, they hit "Book this package" and land at a deposit checkout — already pre-filled with the configuration as line items. The DM gets shorter every week.
Services / About / Contact.
The supporting pages exist to remove the second tier of FAQs: what does the studio actually do, who runs it, how do you reach the team if a brief is too custom for the package builder. All built as Liquid sections on Craft so Rawan can edit copy without dev cycles.
The outcome.
Inbound DMs to the studio dropped meaningfully — not because traffic dropped, but because the storefront answered the questions that used to start a conversation. Deposit conversion happens before the first message in many cases now. Custom briefs still come in via the Contact page, but those are the briefs the studio actually wants to spend a phone call on.
Why this pattern works.
Photography studios are not e-commerce stores in the conventional sense, but Shopify is an excellent storefront for them — it handles the deposit, the configuration becomes the line items, and the studio gets a real CRM out of the box. The pattern of a custom package builder driving a Shopify checkout is one we ship for any service business with bundleable add-ons.