Work / Shopify theme development · Photography · Local SEO · Social media
Uehling Gas N Go
A custom Shopify build for a small-town gas station and general store — hand-coded theme, a photo shoot, corrected map listings, and a social setup the team runs themselves.
Challenge and requirements
Uehling is a few miles from where I grew up, so this one started with an advantage: I already knew the town and most of the people in it. Uehling Gas N Go is the kind of place a town like that runs on — fuel, food, and a shelf of local products under the owners' own Twisted W name. They'd bought the place and renovated it, and needed an online presence that matched: one that showed the menu, kept weekly specials current, told the story of the renovation, and could be updated by them rather than by me every time a price changed.
Strategy and implementation
- Built the site on Shopify with a fully custom theme, hand-written in Liquid rather than adapted from a template
- Ran a photography shoot of the station and convenience store so the site uses real pictures of the place
- Built the menu and a weekly specials page, set up so prices, text and images are editable by the owners
- Added information and services pages, including the local products they stock in store
- Built a page for Twisted W, the owners' own product line, and linked it from the store site
- Updated the Google Business Profile and corrected map listings with accurate location and business information
- Cleaned up the social accounts and wrote a posting guideline for the team to work from
- Coached their summer social media hire on what to post and when
- Designed a birthday campaign — a flyer and a series of social posts to run alongside it
Outcome and ongoing use
Uehling Gas N Go now has a site that looks like the store actually looks, and one the owners run themselves — specials, prices and photos change without a developer in the loop. The listings work matters just as much out here: people looking for fuel or lunch in a town this size need to find it on a map first. The social side was set up the same way, to keep running without me — a posting guideline the team can work from, and a summer hire who was shown how to use it.
