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  • The brief
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  • Idea portfolio
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  • This week · 6
  • This quarter · 10
  • Big bets · 3
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Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Roswell NYC
Roswell NYC logo

growth playbook · Oct 21, 2026

roswellstudios.com (opens in a new tab)

Roswell NYC growth playbook

Diagnosis

Roswell has the proof most agencies would want: Shopify Platinum, a Webby for DVF, Boyne's +134% revenue on Hydrogen and a portfolio that sold over $350M in 2024. The site, though, does not present it well to search and AI: 32 of 119 pages show placeholder titles like "work | tyr", the structured data gives a different address, founding year and partner tier from the contact page, and the free $1M+ audit is hidden under Events.

This playbook fixes those first, then adds results to every case study, industry, migration and partner pages, a January retention review, a benchmark report and a client dashboard.

Growth Score

7/10

Biggest Opportunity

Make the strong proof Roswell already has (Platinum, the Webby, client results) findable and quotable by search engines and AI assistants, and give buyers one clear first step: the free audit.

Biggest Risk

Shopify agencies such as Electric Eye and Swanky compete for the same mid-market brands with similar partner tiers; without clear, consistent proof online, Roswell is compared on price.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Give 32 pages real titles: the DVF case study, 15 partner pages and the free audit show "work | tyr" in search

    Rewrite the DVF and TYR titles and descriptions today and fix the spelling.

    High impact First result in 2 weeks
  2. 2

    Make the facts in your structured data match your contact page: one address, one founding year, one partner tier

    Decide which address is current and fix it in the markup today.

    High impact First result in 1 week
  3. 3

    Say "Platinum" everywhere: four page descriptions and the Webby article still say Premier Partner

    Edit the Contact and Our work descriptions now.

    Medium impact First result in 1 week

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 8Fill-ins · 7Reconsider · 3
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    A third of roswell.nyc shows search engines and AI assistants a title made from its URL. The TYR, Ethique, Sendero and Diane von Furstenberg case studies read "Roswell NYC | work | tyr | Roswell" with the description "work | tyr"; all 15 partner pages and all 10 event pages, including the free audit offer, do the same. The Webby-winning DVF case study, the best proof Roswell has, is described as "work | diane-von-furstenberg-dvf" and misspells the client's name in its headings.

    High impactLow effort First result in 2 weeks Fractional Senior Director of…

    First action

    Rewrite the DVF and TYR titles and descriptions today and fix the spelling.

    How to measure it

    Sitemap pages with placeholder titles

    Now
    –
    Target
    0 of 119
    By
    2 weeks

    Steps

    1. 1

      List the pages

      Export the 32 placeholder pages from the sitemap.

      Fractional Senior Director of Marketing 1 hour

    2. 2

      Write case study titles

      Brand, result and service in each title and description.

      Fractional Senior Director of Marketing 1 day

    3. 3

      Write partner titles

      Partner name, tier and what Roswell does with it.

      Fractional Senior Director of Marketing 1 day

    4. 4

      Write event and audit titles

      Free audit first, then the past events.

      Fractional Senior Director of Marketing 2 hours

    5. 5

      Fix the fallback

      Template uses the headline and summary when a description is empty.

      Lead Shopify Developer 1 day

    6. 6

      Fix the DVF spelling

      Furstenberg in every heading.

      Design Director 1 hour

    7. 7

      Request indexing

      Submit the changed pages in Search Console.

      Fractional Senior Director of Marketing 1 hour

    8. 8

      Check results

      Impressions and clicks for the 32 pages after 4 weeks.

      VP of Growth Marketing 4 weeks

    First result
    2 weeks
    Cost
    Staff time only
    Owner
    Fractional Senior Director of Marketing

    Smallest test

    Rewrite the five most-visited case studies and compare their clicks after a month.

    Why it works

    Write a real title and description for each of the 32 pages, led by the result and the brand: "Diane von Furstenberg: Webby-winning Shopify site | Roswell NYC", "Klaviyo Master Platinum partner for Shopify brands | Roswell NYC". Fix the DVF spelling. Then change the site template so a page without a written description falls back to its headline and summary instead of the URL path, so the next case study cannot ship with a placeholder.

    Prospects searching for "Shopify agency for fashion" or "Klaviyo partner agency NYC", and AI assistants summarising Roswell, read the title and description first. These pages are exactly the proof a buyer wants, and right now they look unfinished to anyone who finds them through search. An agency that sells "SEO & AI Search" is also judged on its own snippets.

    Ready to use

    CopyTitle and description patterns

    Case study
  Title: <Brand>: <headline result> on Shopify | Roswell NYC
  Description: How Roswell <did what> for <brand>: <metric> in <timeframe>. <Services>.

Partner page
  Title: <Partner> partner agency for Shopify brands | Roswell NYC
  Description: Roswell is a <tier> <partner> partner. We <setup / migrate / run> <partner> for <industries> brands.

Free audit
  Title: Free Shopify UX and retention audit ($1M+ GMV) | Roswell NYC
  Description: A free UI/UX and email/SMS audit for Shopify brands over $1M a year, from a Shopify Platinum Partner.

Template fallback
  If description is empty: use the page summary, else the first 155 characters of the body. Never the URL path.

    Risks and how to handle them

    • Titles rewritten again later as placeholders

      The template fallback stops a page going live without one.

    • Long titles get cut in results

      Keep titles under about 60 characters, brand last.

    Evidence

    • Your websiteSitemap crawl (119 URLs, October 20, 2026): 32 pages carry a placeholder title and description built from the URL, for example the title "Roswell NYC | work | tyr | Roswell" with the description "work | tyr". They are 7 case studies (TYR, Ethique, Sendero, Pura Vida development, Jennie Kwon Designs, Hyperlite SMS and Diane von Furstenberg), all 15 technology partner pages and all 10 event pages, including the free audit offer.Source
    • Your websiteThe DVF case study, the work that won the Webby People's Voice Award for Best Shopping Website, has the description "work | diane-von-furstenberg-dvf" and spells the client "Diane von Furstenburg" in its headings. The case study describes a custom one-click Quick Shop and swipeable collection imagery.Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source
  • 02

    Every page tells search engines and AI assistants that Roswell was founded in 2019 at 225 Broadway Suite 3100, with a sales email at roswellstudios.com and a Shopify "review" saying Premier Partner. The contact page says 115 Broadway, 5th Floor, and llms.txt says founded in 2011. The markup also declares a 4.9 rating from 47 reviews with no source, which Google has not displayed for a business's own Organization markup since 2019.

    High impactLow effort First result in 1 week Lead Shopify Developer

    First action

    Decide which address is current and fix it in the markup today.

    How to measure it

    Markup fields matching the contact page

    Now
    –
    Target
    100%
    By
    1 week

    Steps

    1. 1

      Confirm the facts

      Address, founding year, phone, sales email.

      VP of Operations & Finance 1 hour

    2. 2

      Edit the markup

      Organization and LocalBusiness on every page.

      Lead Shopify Developer 2 hours

    3. 3

      Remove the rating

      Drop aggregateRating and the Shopify review.

      Lead Shopify Developer 1 hour

    4. 4

      Add credentials

      Shopify Platinum and Klaviyo Master Platinum.

      Lead Shopify Developer 1 hour

    5. 5

      Link real profiles

      sameAs to the review and partner directories.

      Fractional Senior Director of Marketing 1 hour

    6. 6

      Update llms.txt

      Same facts, same wording.

      Fractional Senior Director of Marketing 1 hour

    7. 7

      Test

      Rich Results Test and Schema validator.

      Lead Shopify Developer 1 hour

    8. 8

      Align listings

      Google Business Profile and directories use the same address.

      Fractional Senior Director of Marketing 1 day

    First result
    1 week
    Cost
    $0
    Owner
    Lead Shopify Developer

    Smallest test

    Fix the address and founding year, then ask three AI assistants where Roswell is based.

    Why it works

    Correct the Organization and LocalBusiness markup: the current address, founding year 2011, a roswell.nyc email, Shopify Platinum Partner and Klaviyo Master Platinum as credentials. Remove the self-declared rating and the made-up Shopify review, and instead link sameAs to the profiles where the reviews actually live (Shopify Partner Directory, Clutch or similar). Make llms.txt say the same, then test with the Rich Results Test.

    Assistants that answer "best Shopify agency in New York" pull exactly these fields, and conflicting addresses and years make a source look unreliable. Consistent facts across markup, llms.txt, Google Business Profile and directories are the base of the AI search work Roswell sells to clients.

    Risks and how to handle them

    • Old address cached in directories

      Update the main listings in the same week.

    Evidence

    • Your websiteThe structured data on every page (the Organization and LocalBusiness markup that search engines and AI assistants read) gives the founding date as 2019, the address as 225 Broadway Suite 3100, New York, NY 10007, the sales email at the old roswellstudios.com domain, a 4.9 rating from 47 reviews with no source shown on the page, and a "review" from Shopify reading "Premier Partner status recognition". The contact page gives 115 Broadway, 5th Floor, New York, NY 10006, and llms.txt says "Founded in 2011" (the roswellstudios.com domain was registered in 2011).Source
    • Your websiteThe homepage, About and Services pages say "Shopify Platinum Partner", and the October 2025 announcement calls Platinum "the highest tier of recognition within the Shopify Partner ecosystem". But the search descriptions of the Contact, Our work, Events and Insights pages still say "Shopify Premier Partner", as does the DVF Webby article and an older "shopify-premier-partnership" post.Source
    • Google Search CentralGoogle stopped showing review rich results for "self-serving" reviews in 2019: reviews about a business placed on that business's own site, in markup or a widget, are no longer displayed for the LocalBusiness and Organization types.Source
    • Your websiterobots.txt explicitly allows GPTBot, ClaudeBot, PerplexityBot and other AI crawlers, serves Markdown on request and points to llms.txt, which lists five pages and says the "server-rendered HTML is also fully accessible to crawlers without JavaScript". Yet the HTML of the Insights index contains no links to any of the 49 articles and the Events index none to any event: the lists exist only in the page's data script. The /services page renders only the footer.Source
    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source
  • 03

    Roswell reached Shopify Platinum, which its own announcement calls the highest tier. But the descriptions of the Contact, Our work, Events and Insights pages, the DVF Webby article and an older post still say "Shopify Premier Partner", the tier below. A prospect comparing Roswell with Electric Eye (Premier) and Swanky (Platinum) can read either answer.

    Medium impactLow effort First result in 1 week Fractional Senior Director of…

    First action

    Edit the Contact and Our work descriptions now.

    How to measure it

    Pages mentioning Premier as current tier

    Now
    –
    Target
    0
    By
    1 week

    Steps

    1. 1

      Find every mention

      Site search for "Premier".

      Fractional Senior Director of Marketing 1 hour

    2. 2

      Edit descriptions

      Contact, Our work, Events, Insights.

      Fractional Senior Director of Marketing 1 hour

    3. 3

      Edit the Webby article

      Platinum in the body.

      Fractional Senior Director of Marketing 30 minutes

    4. 4

      Note the old post

      Link to the Platinum announcement.

      Fractional Senior Director of Marketing 30 minutes

    5. 5

      Add the badge

      Homepage and contact page, linked to the directory.

      Design Director 2 hours

    6. 6

      Recheck

      Search results after reindexing.

      Fractional Senior Director of Marketing 2 weeks

    First result
    1 week
    Cost
    $0
    Owner
    Fractional Senior Director of Marketing

    Smallest test

    Change the Contact page description and check the snippet in two weeks.

    Why it works

    Replace "Premier" with "Platinum" in the four descriptions and the Webby article, add a short note at the top of the old Premier post linking to the Platinum announcement, and show the Platinum badge with a link to the Shopify Partner Directory listing on the homepage and contact page.

    Partner tier is one of the first filters merchants use when they shortlist Shopify agencies; the higher tier should be the only one they see.

    Risks and how to handle them

    • Directory listing shows a different tier

      Check the Shopify listing first and match it.

    Evidence

    • Your websiteThe homepage, About and Services pages say "Shopify Platinum Partner", and the October 2025 announcement calls Platinum "the highest tier of recognition within the Shopify Partner ecosystem". But the search descriptions of the Contact, Our work, Events and Insights pages still say "Shopify Premier Partner", as does the DVF Webby article and an older "shopify-premier-partnership" post.Source
    • Competitor researchRivals' own homepages: Electric Eye, "Shopify Premier Partners Optimizing Ecommerce Brands", helping brands "sell more through strategic design, development, and optimization"; Swanky, a "Leading Shopify Plus agency with offices in the UK, Australia & France" and a "Shopify Platinum Partner".Source
    • Your websiteThe structured data on every page (the Organization and LocalBusiness markup that search engines and AI assistants read) gives the founding date as 2019, the address as 225 Broadway Suite 3100, New York, NY 10007, the sales email at the old roswellstudios.com domain, a 4.9 rating from 47 reviews with no source shown on the page, and a "review" from Shopify reading "Premier Partner status recognition". The contact page gives 115 Broadway, 5th Floor, New York, NY 10006, and llms.txt says "Founded in 2011" (the roswellstudios.com domain was registered in 2011).Source
  • 04

    Roswell offers a free UI/UX and retention audit to Shopify brands with $1M or more in revenue, a strong offer for exactly the merchants it wants. It sits at /events/claim-your-free-ui-ux-and-retention-marketing-audit, under a placeholder title, and is not linked from the homepage menu.

    High impactLow effort First result in 1 month VP of Strategy & Business Dev…

    First action

    Add "Free audit" to the main menu today.

    How to measure it

    Qualified audit requests

    Now
    –
    Target
    10 a month
    By
    90 days

    Steps

    1. 1

      Create /audit

      Move the content and redirect the old URL.

      Lead Shopify Developer 1 day

    2. 2

      Add a sample

      Anonymised pages from a past audit.

      VP of Growth Marketing 2 days

    3. 3

      Add the GMV question

      In the form, with ranges.

      Lead Shopify Developer 2 hours

    4. 4

      Link it everywhere

      Menu, case studies, partner pages.

      Lead Shopify Developer 1 day

    5. 5

      Set routing

      One-day reply for qualified requests.

      VP of Strategy & Business Development 1 day

    6. 6

      Track

      Requests, calls and wins from audits.

      VP of Operations & Finance monthly

    First result
    1 month
    Cost
    Staff time for audits
    Owner
    VP of Strategy & Business Development

    Smallest test

    Put the menu link live for one month and count requests.

    Why it works

    Give the audit its own page at /audit with a clear title, a sample report, a short list of what Roswell checks and the GMV question in the form. Link it from the homepage, every case study and every partner page ("Get the free audit"). Route qualified requests to the business development team within one working day.

    A concrete, free first step converts better than "contact us" for buyers who are not ready to brief an agency, and the GMV gate keeps it for the right brands.

    Risks and how to handle them

    • Too many small brands apply

      Keep the $1M gate and offer them a checklist instead.

    Evidence

    • Your websiteFree UI/UX and retention marketing audit, for merchants with at least $1M in trailing-12-month Shopify revenue, requiring GA4, Shopify and email/SMS access. It lives at /events/claim-your-free-ui-ux-and-retention-marketing-audit under a placeholder title and is not linked from the homepage navigation.Source
    • Your websiteSitemap crawl (119 URLs, October 20, 2026): 32 pages carry a placeholder title and description built from the URL, for example the title "Roswell NYC | work | tyr | Roswell" with the description "work | tyr". They are 7 case studies (TYR, Ethique, Sendero, Pura Vida development, Jennie Kwon Designs, Hyperlite SMS and Diane von Furstenberg), all 15 technology partner pages and all 10 event pages, including the free audit offer.Source
    • Your websiteThe contact form asks for the current platform (Shopify, Shopify Plus, Adobe Commerce (Magento), BigCommerce, WooCommerce, Salesforce Commerce Cloud, Other) and lists "Optimization & Analytics" twice among the service choices. The office is in the Financial District, phone +1 (212) 227-6140.Source
  • 05

    llms.txt promises that the server-rendered HTML is fully readable without JavaScript, and robots.txt welcomes AI crawlers. But the Insights index sends no links to its 49 articles and the Events index none to any event: the lists only appear once the page's script runs. The /services page sends only its footer.

    Medium impactLow effort First result in 2 weeks Lead Shopify Developer

    First action

    Fetch /insights without JavaScript and confirm the gap.

    How to measure it

    Insights articles linked in HTML

    Now
    –
    Target
    49 of 49
    By
    2 weeks

    Steps

    1. 1

      Confirm

      Plain request to /insights and /events.

      Lead Shopify Developer 1 hour

    2. 2

      Render links

      Server-side cards on both indexes.

      Lead Shopify Developer 1 day

    3. 3

      Fill /services

      Three divisions with links.

      Lead Shopify Developer 1 day

    4. 4

      Update llms.txt

      Top 20 articles and the case studies.

      Fractional Senior Director of Marketing 2 hours

    5. 5

      Test

      Plain HTML and Markdown output.

      Lead Shopify Developer 1 hour

    6. 6

      Measure

      Crawl stats and AI referrals.

      VP of Growth Marketing monthly

    First result
    2 weeks
    Cost
    Developer time
    Owner
    Lead Shopify Developer

    Smallest test

    Fix /insights first and check it in Search Console's URL inspection.

    Why it works

    Render the article and event cards as plain links in the HTML, give /services its three divisions with links to Design, Technology and Growth, and list the 20 best articles in llms.txt. Check the result with a plain request and with the Markdown version.

    Many AI crawlers read the HTML once and do not run scripts, so they currently find Roswell's articles on AEO and agentic commerce only through the sitemap, if at all. Linked articles also pass authority to each other.

    Risks and how to handle them

    • Layout changes

      Keep the same design; only the HTML output changes.

    Evidence

    • Your websiterobots.txt explicitly allows GPTBot, ClaudeBot, PerplexityBot and other AI crawlers, serves Markdown on request and points to llms.txt, which lists five pages and says the "server-rendered HTML is also fully accessible to crawlers without JavaScript". Yet the HTML of the Insights index contains no links to any of the 49 articles and the Events index none to any event: the lists exist only in the page's data script. The /services page renders only the footer.Source
    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
  • 06

    The contact form asks for platform and services but not size or timing, and lists "Optimization & Analytics" twice. Roswell works with brands from $1M to $100M+, and its free audit is for $1M+ brands, so size decides who should reply and how fast.

    Medium impactLow effort First result in 1 month VP of Strategy & Business Dev…

    First action

    Remove the duplicate option and add the revenue field.

    How to measure it

    Leads qualified at submission

    Now
    –
    Target
    90%
    By
    1 month

    Steps

    1. 1

      Agree ranges

      Revenue bands and routing rules.

      VP of Strategy & Business Development 1 hour

    2. 2

      Edit form

      Two fields, one duplicate removed.

      Lead Shopify Developer 2 hours

    3. 3

      Set routing

      CRM rules by band.

      VP of Operations & Finance 2 hours

    4. 4

      Write replies

      One per band.

      VP of Strategy & Business Development 2 hours

    5. 5

      Review

      Lead quality after a month.

      VP of Strategy & Business Development 1 month

    6. 6

      Adjust

      Bands and routes.

      VP of Strategy & Business Development quarterly

    First result
    1 month
    Cost
    $0
    Owner
    VP of Strategy & Business Development

    Smallest test

    Run the new form for a month and compare reply time and win rate.

    Why it works

    Add two required fields: annual online revenue (ranges) and when the project should start. Remove the duplicate option. Route $5M+ brands to the VP of Strategy & Business Development and smaller brands to the audit or a packaged offer.

    Two questions let the team answer the best leads first without making the form much longer.

    Risks and how to handle them

    • Fewer submissions

      Keep the fields to ranges, not exact numbers.

    Evidence

    • Your websiteThe contact form asks for the current platform (Shopify, Shopify Plus, Adobe Commerce (Magento), BigCommerce, WooCommerce, Salesforce Commerce Cloud, Other) and lists "Optimization & Analytics" twice among the service choices. The office is in the Financial District, phone +1 (212) 227-6140.Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your websiteFree UI/UX and retention marketing audit, for merchants with at least $1M in trailing-12-month Shopify revenue, requiring GA4, Shopify and email/SMS access. It lives at /events/claim-your-free-ui-ux-and-retention-marketing-audit under a placeholder title and is not linked from the homepage navigation.Source

This quarter 10

The core plays for the next three months.

  • 07

    The best case studies lead with a number: Boyne +134% revenue, +17% AOV, +34% conversion; amika conversion doubled. But 12 of the 34 case studies, including the Webby-winning DVF site, show no headline result, and the Our work page lists tags, not outcomes.

    High impactMedium effort First result in 1 quarter Fractional Senior Director of…

    First action

    Ask the three most recent clients without numbers for one approved metric each.

    How to measure it

    Case studies with a result

    Now
    –
    Target
    30 of 34
    By
    1 quarter

    Steps

    1. 1

      List gaps

      The 12 without numbers.

      Fractional Senior Director of Marketing 1 day

    2. 2

      Ask clients

      One approved metric each.

      Managing Director & Partner 1 month

    3. 3

      Design the box

      Goal, numbers, services, team.

      Design Director 1 week

    4. 4

      Build it

      Case study template and grid.

      Lead Shopify Developer 1 week

    5. 5

      Fill it

      All 34 case studies.

      Fractional Senior Director of Marketing 1 month

    6. 6

      Use in sales

      Proposals and pitch decks.

      VP of Strategy & Business Development ongoing

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Fractional Senior Director of Marketing

    Smallest test

    Add the box to the five newest case studies first.

    Why it works

    Add a standard results box to every case study: the brand's goal, one to three numbers with timeframes, the services and the team. Where a client will not share revenue, use relative numbers or operational results (launch time, page speed, flows built). Show the headline number on the Our work grid.

    Buyers shortlist agencies on proof that looks like their own problem; numbers on the grid let them find it in seconds.

    Risks and how to handle them

    • Clients refuse to share figures

      Use relative or operational results.

    Evidence

    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Your websiteSitemap crawl (119 URLs, October 20, 2026): 32 pages carry a placeholder title and description built from the URL, for example the title "Roswell NYC | work | tyr | Roswell" with the description "work | tyr". They are 7 case studies (TYR, Ethique, Sendero, Pura Vida development, Jennie Kwon Designs, Hyperlite SMS and Diane von Furstenberg), all 15 technology partner pages and all 10 event pages, including the free audit offer.Source
    • Your websiteThe DVF case study, the work that won the Webby People's Voice Award for Best Shopping Website, has the description "work | diane-von-furstenberg-dvf" and spells the client "Diane von Furstenburg" in its headings. The case study describes a custom one-click Quick Shop and swipeable collection imagery.Source
  • 08

    The homepage names seven industries and the portfolio covers them (amika and Supergoop in beauty and haircare, DVF and Misook in fashion, Jennie Kwon Designs in jewelry, Juliska in home), but there are no industry pages, so a beauty brand has to dig through 34 case studies to find its peers.

    High impactMedium effort First result in 1 quarter VP of Strategy & Business Dev…

    First action

    Build the beauty page first, using amika and Supergoop.

    How to measure it

    Industry page leads

    Now
    –
    Target
    15 a month
    By
    2 quarters

    Steps

    1. 1

      Map case studies

      Each case study to an industry.

      Fractional Senior Director of Marketing 2 days

    2. 2

      Write the first page

      Beauty and haircare.

      Fractional Senior Director of Marketing 1 week

    3. 3

      Design the template

      Proof, problems, form.

      Design Director 1 week

    4. 4

      Build all seven

      One a week.

      Lead Shopify Developer 2 months

    5. 5

      Link them

      Homepage and case studies.

      Lead Shopify Developer 1 day

    6. 6

      Measure

      Leads and rankings per page.

      VP of Growth Marketing monthly

    First result
    1 quarter
    Cost
    Writing and build time
    Owner
    VP of Strategy & Business Development

    Smallest test

    Publish the beauty page and track its leads for a month.

    Why it works

    Build seven industry pages, each with the relevant case studies, the apps and integrations that matter in that category (subscriptions for wellness, shade finders for beauty, sizing for fashion), a short list of typical problems Roswell fixes, and the free audit form.

    Industry pages match how brands search ("Shopify agency for beauty brands") and how they buy: from an agency that has done it for brands like theirs.

    Risks and how to handle them

    • Thin pages for small industries

      Combine Luxury and Jewelry if proof is thin.

    Evidence

    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your case studiesThe Our work page lists 34 case studies, among them amika, Supergoop and Colorescience (beauty and haircare), Diane von Furstenberg, Misook and Jones New York (fashion), Jennie Kwon Designs (jewelry), Juliska (home), IQBAR (CPG), TYR and Hyperlite (sport); it can be filtered by service tag but not by industry.Source
    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
  • 09

    Roswell has 15 partner pages, from Klaviyo (Master Platinum) to Recharge, Rebuy, Gorgias and Triple Whale, each with a generic "Wanna talk shop?" form. Partners refer agencies to merchants who need setup or migration help, but the pages give them nothing specific to send.

    High impactMedium effort First result in 1 quarter VP of Strategy & Business Dev…

    First action

    Pick the five partners that sent leads in the last year.

    How to measure it

    Partner referrals

    Now
    –
    Target
    8 a month
    By
    2 quarters

    Steps

    1. 1

      Rank partners

      By referrals and joint clients.

      VP of Strategy & Business Development 1 week

    2. 2

      Write offers

      One concrete offer each.

      VP of Strategy & Business Development 2 weeks

    3. 3

      Add proof

      A case study per partner.

      Fractional Senior Director of Marketing 2 weeks

    4. 4

      Publish pages

      With real titles and the offer.

      Lead Shopify Developer 1 week

    5. 5

      Brief partners

      Directory listing and newsletter.

      VP of Strategy & Business Development 1 month

    6. 6

      Track

      Referrals and wins per partner.

      VP of Operations & Finance monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    VP of Strategy & Business Development

    Smallest test

    Launch the Klaviyo offer page and send it to the partner team.

    Why it works

    For the five partners that refer the most, write a page with a concrete offer: "Klaviyo flow audit for Shopify brands", "Recharge migration in 30 days", with a case study using that partner and a named partner contact. Ask each partner to list it in their agency directory and newsletter, and track referrals per partner.

    Partner referrals arrive warm and pre-qualified, and a named offer is easier for a partner manager to recommend than a general agency.

    Risks and how to handle them

    • Partners refer other agencies too

      Give them a faster reply and a clear offer.

    Evidence

    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source
    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Your websiteSitemap crawl (119 URLs, October 20, 2026): 32 pages carry a placeholder title and description built from the URL, for example the title "Roswell NYC | work | tyr | Roswell" with the description "work | tyr". They are 7 case studies (TYR, Ethique, Sendero, Pura Vida development, Jennie Kwon Designs, Hyperlite SMS and Diane von Furstenberg), all 15 technology partner pages and all 10 event pages, including the free audit offer.Source
  • 10

    Roswell lists eCommerce migrations as a service and the contact form asks which platform a brand is on, from Adobe Commerce to Salesforce Commerce Cloud. There is no page for each migration path, where brands planning a move search first.

    High impactMedium effort First result in 1 quarter VP of Strategy & Business Dev…

    First action

    Count the migrations Roswell has delivered by source platform.

    How to measure it

    Migration scoping calls

    Now
    –
    Target
    6 a month
    By
    2 quarters

    Steps

    1. 1

      Count past migrations

      By source platform.

      VP of Operations & Finance 1 day

    2. 2

      Write the first page

      The most common path.

      Fractional Senior Director of Marketing 1 week

    3. 3

      Add proof

      A migration case study.

      Fractional Senior Director of Marketing 2 weeks

    4. 4

      Build the rest

      Three more paths.

      Fractional Senior Director of Marketing 1 month

    5. 5

      Add a scoping offer

      Free 30-minute call.

      VP of Strategy & Business Development 1 day

    6. 6

      Measure

      Calls and wins.

      VP of Strategy & Business Development monthly

    First result
    1 quarter
    Cost
    Writing time
    Owner
    VP of Strategy & Business Development

    Smallest test

    Publish the Magento page first.

    Why it works

    Write one page per path: "Magento to Shopify Plus", "Salesforce Commerce Cloud to Shopify", "BigCommerce to Shopify", "WooCommerce to Shopify". Cover what moves (customers, orders, SEO redirects, subscriptions, integrations), a timeline, the risks Roswell handles, and a migration case study. Offer a migration scoping call.

    Re-platforming is a large, time-bound project, and brands researching it are close to buying.

    Risks and how to handle them

    • Paths with no case study

      Lead with the process and add proof later.

    Evidence

    • Your websiteThe contact form asks for the current platform (Shopify, Shopify Plus, Adobe Commerce (Magento), BigCommerce, WooCommerce, Salesforce Commerce Cloud, Other) and lists "Optimization & Analytics" twice among the service choices. The office is in the Financial District, phone +1 (212) 227-6140.Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
  • 11

    Roswell publishes a BFCM playbook, a 90-day readiness audit and "After BFCM: what's your plan". The weeks after the holidays are when brands decide whether to keep their new customers, and when agencies win or lose renewals.

    Medium impactMedium effort First result in 1 quarter Retention Marketing Lead

    First action

    Write the review template now so it is ready in January.

    How to measure it

    Q1 renewals or expansions

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Template

      Cohort metrics and three fixes.

      Retention Marketing Lead 1 week

    2. 2

      Pull data

      Klaviyo and Shopify cohorts.

      Retention Marketing Lead 2 weeks

    3. 3

      Present

      Client calls in January.

      Managing Director & Partner 1 month

    4. 4

      Offer prospects

      Same review via the audit.

      VP of Strategy & Business Development 1 month

    5. 5

      Publish

      Aggregated learnings article.

      Fractional Senior Director of Marketing 1 month

    6. 6

      Track

      Renewals and upsells.

      VP of Operations & Finance quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Retention Marketing Lead

    Smallest test

    Run the review for three clients first.

    Why it works

    In January, give every client (and audit prospects) a short review of their BFCM cohort: repeat rate at 30 and 60 days, which flows brought second orders, and three fixes for Q1. Use the findings in a public "what worked this BFCM" article.

    It shows value at the moment clients set budgets and turns the holiday work into a renewal conversation.

    Risks and how to handle them

    • Clients busy in January

      Send the review as a one-page report first.

    Evidence

    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Your websiteFree UI/UX and retention marketing audit, for merchants with at least $1M in trailing-12-month Shopify revenue, requiring GA4, Shopify and email/SMS access. It lives at /events/claim-your-free-ui-ux-and-retention-marketing-audit under a placeholder title and is not linked from the homepage navigation.Source
  • 12

    Roswell renamed its podcast to Orbit to be found more easily, and interviews founders, operators and partners. Each episode lives as an Insights page, but guests are also potential clients and referrers.

    Medium impactLow effort First result in 1 quarter Fractional Senior Director of…

    First action

    Add the transcript to the latest episode.

    How to measure it

    Guest-sourced opportunities

    Now
    –
    Target
    1 a month
    By
    2 quarters

    Steps

    1. 1

      Transcribe

      Every episode.

      Fractional Senior Director of Marketing per episode

    2. 2

      Cut clips

      Three per episode.

      Fractional Senior Director of Marketing per episode

    3. 3

      Guest kit

      Post text and clips.

      Fractional Senior Director of Marketing per episode

    4. 4

      Choose guests

      Brands that fit the services.

      VP of Strategy & Business Development monthly

    5. 5

      Follow up

      Audit offer after recording.

      VP of Strategy & Business Development per episode

    6. 6

      Measure

      Listens, clips, opportunities.

      VP of Growth Marketing monthly

    First result
    1 quarter
    Cost
    Editing time
    Owner
    Fractional Senior Director of Marketing

    Smallest test

    Do the full kit for one episode.

    Why it works

    For each episode, publish a full transcript with three takeaways, cut three short clips for LinkedIn and Instagram, and send the guest a ready-made post. Invite brand guests whose problems match Roswell's services, and follow up with the free audit.

    A podcast is a polite way to start a conversation with a brand leader, and transcripts give search and AI assistants text to quote.

    Risks and how to handle them

    • Guests feel sold to

      Offer the audit only after the episode is out.

    Evidence

    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
    • Your social profilesThe footer links to linkedin.com/company/roswellnyc and instagram.com/roswellnyc, while the structured data and older profiles use linkedin.com/company/roswell-studios, instagram.com/roswellstudios and twitter.com/roswellstudios. roswellstudios.com now redirects to roswell.nyc, and robots.txt still blocks old WordPress paths "migrated from roswellstudios.com".Source
  • 13

    Roswell builds on Shopify Hydrogen (Boyne, and a Hydrogen repository updated in September 2026) and sells custom development and CRO. Its own site passes Core Web Vitals for real visitors. Merchants choosing between Hydrogen and themes want evidence that a custom build is fast.

    High impactMedium effort First result in 1 quarter Lead Shopify Developer

    First action

    Pull field data for the five largest client sites.

    How to measure it

    Case studies with field data

    Now
    –
    Target
    20
    By
    1 quarter

    Steps

    1. 1

      List live sites

      Built by Roswell.

      Lead Shopify Developer 1 day

    2. 2

      Pull field data

      Chrome UX Report.

      Lead Shopify Developer 2 days

    3. 3

      Get approval

      Clients agree to publish.

      Managing Director & Partner 2 weeks

    4. 4

      Add to case studies

      Speed next to results.

      Lead Shopify Developer 1 week

    5. 5

      Write the article

      Hydrogen vs themes, with data.

      Fractional Senior Director of Marketing 2 weeks

    6. 6

      Refresh

      Quarterly.

      Lead Shopify Developer quarterly

    First result
    1 quarter
    Cost
    Developer time
    Owner
    Lead Shopify Developer

    Smallest test

    Publish field data on the Boyne case study.

    Why it works

    For every live client site, pull the public Chrome UX Report numbers (LCP, INP, CLS) and show them on the case study next to the business results. Write one article comparing Hydrogen and theme builds using those field numbers.

    Field data is independent and verifiable, which makes it stronger proof than screenshots, and it answers the main objection to headless builds.

    Risks and how to handle them

    • A client site is slow

      Fix it first or leave it out.

    Evidence

    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Google PageSpeedHomepage on mobile: performance 50/100, accessibility 96, SEO 100. In the lab, the hero text takes 14.3 s to appear because the headline starts invisible and slides in. Real Chrome visitors pass Core Web Vitals: LCP 1.5 s, INP 98 ms, CLS 0.10 (steady over the year).Source
    • Your websiteLeadership on the About page: Co-Founder & CEO, Managing Director & Partner, VP of Growth Marketing, VP of Strategy & Business Development, VP of Operations & Finance, a Fractional Senior Director of Marketing and a Partner. Public GitHub shows an active Shopify Hydrogen build pushed in September 2026.Source
    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
  • 14

    Real visitors load roswell.nyc quickly (LCP 1.5 s), but Google's lab test waits 14.3 s for the hero text because the headline starts invisible and slides in, scoring the page 50 on mobile. Brands vetting a CRO and development agency often run exactly this test on the agency's own site.

    Medium impactLow effort First result in 2 weeks Design Director

    First action

    Change the starting opacity of the hero text and re-test.

    How to measure it

    Mobile performance score

    Now
    –
    Target
    80+
    By
    2 weeks

    Steps

    1. 1

      Find the animation

      Hero headline and coordinates.

      Lead Shopify Developer 1 hour

    2. 2

      Change it

      Visible from the first frame.

      Lead Shopify Developer 2 hours

    3. 3

      Check the design

      Same look on desktop and mobile.

      Design Director 1 hour

    4. 4

      Re-test

      PageSpeed mobile.

      Lead Shopify Developer 30 minutes

    5. 5

      Fix contrast

      The one accessibility issue.

      Design Director 1 hour

    6. 6

      Monitor

      Field data monthly.

      Lead Shopify Developer monthly

    First result
    2 weeks
    Cost
    Developer time
    Owner
    Design Director

    Smallest test

    Test the change on a staging URL first.

    Why it works

    Keep the animation but make the headline visible from the first frame (animate position only, or start the animation after first paint). Re-run PageSpeed and aim for 80+ on mobile.

    It costs a few hours and removes an easy objection in a technical buyer's first five minutes.

    Risks and how to handle them

    • Design loses impact

      Keep the motion, only remove the invisible start.

    Evidence

    • Google PageSpeedHomepage on mobile: performance 50/100, accessibility 96, SEO 100. In the lab, the hero text takes 14.3 s to appear because the headline starts invisible and slides in. Real Chrome visitors pass Core Web Vitals: LCP 1.5 s, INP 98 ms, CLS 0.10 (steady over the year).Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
  • 15

    Roswell ran events with partners in 2024 (Magic of eCommerce, Brewery and Blues, Ink and Influence, Shoptalk dinners), but the Events page lists nothing upcoming and the last event page is from late 2024.

    Medium impactMedium effort First result in 1 quarter VP of Growth Marketing

    First action

    Pick two partners and a date for the first event.

    How to measure it

    Event-sourced opportunities

    Now
    –
    Target
    3 per event
    By
    2 quarters

    Steps

    1. 1

      Pick partners

      Two per event.

      VP of Growth Marketing 1 week

    2. 2

      Book a venue

      Near the office.

      VP of Operations & Finance 2 weeks

    3. 3

      Invite

      Clients, prospects, partner lists.

      VP of Growth Marketing 3 weeks

    4. 4

      Record

      Panel for the podcast.

      Fractional Senior Director of Marketing event day

    5. 5

      Follow up

      Audit offer within a week.

      VP of Strategy & Business Development 1 week

    6. 6

      Review

      Cost per opportunity.

      VP of Operations & Finance quarterly

    First result
    1 quarter
    Cost
    Shared event costs
    Owner
    VP of Growth Marketing

    Smallest test

    Co-host one breakfast with a partner.

    Why it works

    Run one small event each quarter at or near the Financial District office with two partners from the partner list, for 30 to 50 brand operators. Record a short panel for the podcast and Insights, and follow up attendees with the free audit.

    In-person events give a New York agency an edge over remote rivals, and partners share the cost and the guest list.

    Risks and how to handle them

    • Low turnout

      Keep it small and partner-hosted.

    Evidence

    • Your websiteEvents: the 10 event pages are from 2024 and earlier (Magic of eCommerce July 2024, Brewery and Blues October 2024, Ink and Influence October 17, 2024, Shoptalk Las Vegas dinner and breakfast, NRF at Poster House); the Events page lists no upcoming event and asks visitors to subscribe.Source
    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source
    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
  • 16

    Roswell has written on AEO for Shopify, AEO vs SEO vs GEO, ChatGPT as a sales channel and Shopify Sidekick, and lists "SEO & AI Search" as a service. Merchants are asking how their products show up in AI assistants, but there is no fixed-scope offer for it.

    Medium impactMedium effort First result in 1 quarter VP of Strategy & Business Dev…

    First action

    Write the audit checklist from the existing articles.

    How to measure it

    Audits sold

    Now
    –
    Target
    4 a month
    By
    2 quarters

    Steps

    1. 1

      Write the checklist

      From existing articles.

      VP of Growth Marketing 1 week

    2. 2

      Run two pilots

      Existing clients.

      VP of Growth Marketing 1 month

    3. 3

      Set the price

      Fixed range.

      VP of Strategy & Business Development 1 week

    4. 4

      Publish the page

      With a sample report.

      Fractional Senior Director of Marketing 1 week

    5. 5

      Promote

      Insights, podcast, partners.

      Fractional Senior Director of Marketing ongoing

    6. 6

      Convert

      Offer fixes as a project.

      VP of Strategy & Business Development ongoing

    First result
    1 quarter
    Cost
    Staff time
    Owner
    VP of Strategy & Business Development

    Smallest test

    Run the audit for one client this month.

    Why it works

    Package a fixed-price audit: product feed and structured data, how the brand appears in four AI assistants for its main queries, llms.txt and crawler access, and a 30-day fix plan. Publish it with a price range and a sample report.

    A fixed-scope offer on a new topic is easy to buy and opens larger SEO and development work.

    Risks and how to handle them

    • Fast-changing platforms

      Update the checklist quarterly.

    Evidence

    • Your insightsThe 49 Insights articles include "AEO for eCommerce on Shopify", "AEO vs SEO vs GEO", "Turn ChatGPT Into Your New Sales Channel", "What Is Shopify Sidekick?", a BFCM step-by-step playbook, a 90-day BFCM readiness audit and "After BFCM: what's your plan". The podcast was renamed from "Interview With" to "Orbit" because "our branding made it hard for people to actually find us".Source
    • Your websiterobots.txt explicitly allows GPTBot, ClaudeBot, PerplexityBot and other AI crawlers, serves Markdown on request and points to llms.txt, which lists five pages and says the "server-rendered HTML is also fully accessible to crawlers without JavaScript". Yet the HTML of the Insights index contains no links to any of the 49 articles and the Events index none to any event: the lists exist only in the page's data script. The /services page renders only the footer.Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source

Big bets 3

Larger plays that can change the trajectory.

  • 17

    Roswell says its client portfolio grossed over $350M in 2024 and runs retention programmes on Klaviyo for brands like amika and Denny's. Few agencies publish benchmarks from real client data by industry.

    High impactHigh effort First result in 3 quarters VP of Growth Marketing

    First action

    Agree with five clients to include their anonymised data.

    How to measure it

    Benchmark comparisons requested

    Now
    –
    Target
    50
    By
    1 year

    Steps

    1. 1

      Get consent

      Clients opt in.

      Managing Director & Partner 1 month

    2. 2

      Define metrics

      Five to eight per industry.

      Retention Marketing Lead 2 weeks

    3. 3

      Pull data

      Klaviyo and Shopify exports.

      Retention Marketing Lead 1 month

    4. 4

      Analyse

      By industry, no brand identifiable.

      VP of Growth Marketing 1 month

    5. 5

      Design the report

      Charts and summary.

      Design Director 1 month

    6. 6

      Launch

      Event, podcast, partners.

      Fractional Senior Director of Marketing 1 month

    First result
    3 quarters
    Cost
    Analyst and design time
    Owner
    VP of Growth Marketing

    Smallest test

    Publish one chart from client data.

    Why it works

    Publish a yearly report with anonymised, aggregated numbers by industry: repeat purchase rate, email and SMS revenue share, flow performance, subscription retention. Launch it at an event and on the podcast, and offer brands a private comparison against the benchmark.

    Original data earns press, links and AI citations, and the private comparison is a natural sales conversation.

    Risks and how to handle them

    • Too few brands per industry

      Merge small industries and hide any group under five brands.

    Evidence

    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source
  • 18

    Roswell lists transparency "in communication, project progress, pricing" as a core value, but the site has no prices, packages or engagement models. Brands comparing agencies often start with whoever shows a range.

    High impactMedium effort First result in 2 quarters Co Founder & CEO

    First action

    Write ranges for the three most common engagements.

    How to measure it

    Leads within published ranges

    Now
    –
    Target
    70%
    By
    2 quarters

    Steps

    1. 1

      Review past deals

      Typical sizes.

      VP of Operations & Finance 1 week

    2. 2

      Define models

      Project, retainer, audit.

      Co-Founder & CEO 2 weeks

    3. 3

      Write the page

      Ranges and inclusions.

      Fractional Senior Director of Marketing 1 week

    4. 4

      Link the form

      Model choice in the form.

      Lead Shopify Developer 1 day

    5. 5

      Train the team

      Same ranges on calls.

      VP of Strategy & Business Development 1 week

    6. 6

      Review

      Win rate and lead fit.

      Co-Founder & CEO quarterly

    First result
    2 quarters
    Cost
    $0
    Owner
    Co Founder & CEO

    Smallest test

    Publish the audit and retainer ranges first.

    Why it works

    Publish three engagement models with ranges: a project (site build or migration), a monthly growth retainer, and fixed audits. Show what is included and typical timelines, and let the contact form ask which one fits.

    Ranges filter out poor fits before a call and match the brand promise; agencies that publish them are easier to shortlist.

    Risks and how to handle them

    • Competitors see the ranges

      Ranges, not quotes; value is in the team.

    Evidence

    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source
    • Your websiteThe contact form asks for the current platform (Shopify, Shopify Plus, Adobe Commerce (Magento), BigCommerce, WooCommerce, Salesforce Commerce Cloud, Other) and lists "Optimization & Analytics" twice among the service choices. The office is in the Financial District, phone +1 (212) 227-6140.Source
  • 19

    The amika case study says lifetime value, AOV and sample-to-purchase results were monitored through "Roswell Analytics". A tool like that is a reason to stay with an agency, and a lighter version is a reason to start.

    High impactHigh effort First result in 4 quarters Co Founder & CEO

    First action

    List the metrics Roswell Analytics already tracks for amika.

    How to measure it

    Clients active monthly

    Now
    –
    Target
    80%
    By
    4 quarters

    Steps

    1. 1

      Define metrics

      From current reporting.

      Retention Marketing Lead 1 month

    2. 2

      Choose the stack

      Build or license.

      Lead Shopify Developer 1 month

    3. 3

      Build v1

      Shopify and Klaviyo.

      Lead Shopify Developer 1 quarter

    4. 4

      Roll out

      Retainer clients.

      Managing Director & Partner 1 month

    5. 5

      Add prospect snapshot

      In the audit.

      VP of Strategy & Business Development 1 month

    6. 6

      Measure

      Use and retention.

      VP of Operations & Finance quarterly

    First result
    4 quarters
    Cost
    Development time
    Owner
    Co Founder & CEO

    Smallest test

    Share a one-page monthly snapshot with three clients.

    Why it works

    Build a client dashboard on Shopify and Klaviyo data (LTV, repeat rate, flow revenue, cohort retention) that every retainer client gets. Offer prospects a free read-only snapshot as part of the audit.

    A dashboard makes the agency's value visible every week, lowers churn and turns the audit into a product demo.

    Risks and how to handle them

    • Maintenance load

      Start with existing tools before custom code.

    Evidence

    • Your case studiesResults published in case studies: Boyne Country Sports on Shopify Hydrogen with SSO, loyalty and multi-store BOPIS, "YOY revenue has seen an increase of 134%, with AOV increasing by 17% and conversion rate improving by 34%"; amika, conversion doubled in 2020 vs 2019 and 500K email addresses migrated to Klaviyo, monitored through "Roswell Analytics"; TYR, a paid media audit of $1.43M spend returning $4.89M (3.42 ROAS); Denny's, moved from Mailchimp to Klaviyo in fall 2025. 12 of the 34 case studies show no headline number.Source
    • Your websiteFree UI/UX and retention marketing audit, for merchants with at least $1M in trailing-12-month Shopify revenue, requiring GA4, Shopify and email/SMS access. It lives at /events/claim-your-free-ui-ux-and-retention-marketing-audit under a placeholder title and is not linked from the homepage navigation.Source
    • Your websiteHomepage: "The full service, Webby Award-Winning, Shopify Platinum Partner agency maximizing customer lifetime value"; merchants in "Beauty, Fashion, Haircare, Jewelry, Luxury, Wellness and Consumer Packaged Goods"; 14 services from Branding to "SEO & AI Search"; "Our portfolio grossed over $350M USD in 2024". About: "the trusted agency partner for over 70 merchants" and "hundreds of eCommerce companies"; transparency "in communication, project progress, pricing" is a core value. No prices, packages or engagement models are published.Source

Wildcards 2

Unexpected experiments, each with a cheap way to test it.

  • 20

    roswellstudios.com redirects to roswell.nyc, but the structured data and older profiles still point to linkedin.com/company/roswell-studios, instagram.com/roswellstudios and twitter.com/roswellstudios, while the footer links to the roswellnyc profiles. The sales email in the markup is at the old domain.

    Medium impactLow effort First result in 1 month Fractional Senior Director of…

    First action

    List every profile and directory that names Roswell Studios.

    How to measure it

    Profiles consolidated

    Now
    –
    Target
    All
    By
    1 month

    Steps

    1. 1

      List profiles

      Social and directories.

      Fractional Senior Director of Marketing 1 day

    2. 2

      Choose handles

      One per network.

      Fractional Senior Director of Marketing 1 hour

    3. 3

      Merge or redirect

      Old profiles.

      Fractional Senior Director of Marketing 1 week

    4. 4

      Update markup

      sameAs and email.

      Lead Shopify Developer 1 hour

    5. 5

      Check old links

      Top backlinked old URLs.

      Lead Shopify Developer 2 days

    6. 6

      Fix redirects

      Page to page.

      Lead Shopify Developer 2 days

    First result
    1 month
    Cost
    $0
    Owner
    Fractional Senior Director of Marketing

    Smallest test

    Fix the sameAs links and the email today.

    Why it works

    Pick one handle per network, merge or redirect the others, update the markup sameAs and every directory listing, and check that old roswellstudios.com URLs with backlinks redirect to the matching new page rather than the homepage.

    Split profiles split followers and confuse assistants about which entity is which; page-to-page redirects keep the value of years of links.

    Risks and how to handle them

    • Losing followers

      Merge where the network allows it.

    Evidence

    • Your social profilesThe footer links to linkedin.com/company/roswellnyc and instagram.com/roswellnyc, while the structured data and older profiles use linkedin.com/company/roswell-studios, instagram.com/roswellstudios and twitter.com/roswellstudios. roswellstudios.com now redirects to roswell.nyc, and robots.txt still blocks old WordPress paths "migrated from roswellstudios.com".Source
    • Your websiteThe structured data on every page (the Organization and LocalBusiness markup that search engines and AI assistants read) gives the founding date as 2019, the address as 225 Broadway Suite 3100, New York, NY 10007, the sales email at the old roswellstudios.com domain, a 4.9 rating from 47 reviews with no source shown on the page, and a "review" from Shopify reading "Premier Partner status recognition". The contact page gives 115 Broadway, 5th Floor, New York, NY 10006, and llms.txt says "Founded in 2011" (the roswellstudios.com domain was registered in 2011).Source
  • 21

    The site declares a 4.9 rating from 47 reviews, but Google does not show self-declared ratings for a business, and the page does not say where the reviews are. Shopify merchants check the Partner Directory and agency directories when they shortlist.

    Medium impactLow effort First result in 1 quarter Managing Director & Partner

    First action

    Send review requests to five happy clients this week.

    How to measure it

    New verified reviews

    Now
    –
    Target
    15
    By
    2 quarters

    Steps

    1. 1

      Pick directories

      Shopify plus one.

      Managing Director & Partner 1 day

    2. 2

      Write the ask

      Short email with a link.

      Fractional Senior Director of Marketing 1 hour

    3. 3

      Trigger points

      After launch and reviews.

      Managing Director & Partner 1 day

    4. 4

      Send

      Five a month.

      Managing Director & Partner monthly

    5. 5

      Show on site

      Linked rating.

      Lead Shopify Developer 1 day

    6. 6

      Reply

      To every review.

      Managing Director & Partner ongoing

    First result
    1 quarter
    Cost
    $0
    Owner
    Managing Director & Partner

    Smallest test

    Ask three clients today.

    Why it works

    After each launch or quarterly review, ask the client contact for a review on the Shopify Partner Directory (and one other directory), with a direct link. Show the live directory rating on the site with a link to it.

    Verified reviews in the places buyers already compare agencies carry more weight than a number in markup.

    Risks and how to handle them

    • Clients slow to respond

      Ask on the call and send the link the same day.

    Evidence

    • Google Search CentralGoogle stopped showing review rich results for "self-serving" reviews in 2019: reviews about a business placed on that business's own site, in markup or a widget, are no longer displayed for the LocalBusiness and Organization types.Source
    • Your websiteThe structured data on every page (the Organization and LocalBusiness markup that search engines and AI assistants read) gives the founding date as 2019, the address as 225 Broadway Suite 3100, New York, NY 10007, the sales email at the old roswellstudios.com domain, a 4.9 rating from 47 reviews with no source shown on the page, and a "review" from Shopify reading "Premier Partner status recognition". The contact page gives 115 Broadway, 5th Floor, New York, NY 10006, and llms.txt says "Founded in 2011" (the roswellstudios.com domain was registered in 2011).Source
    • Your website15 technology partner pages (Shopify, Klaviyo, Attentive, Recharge, Rebuy, Gorgias, Tapcart, Triple Whale, LoyaltyLion, PostPilot, Stay AI, Orita, Digioh, Athos Commerce, Because), each with a "Wanna talk shop?" form. The Klaviyo page says Roswell is a "Klaviyo Master Platinum partner" and quotes a Klaviyo partner lead: "Their clients love working with them".Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
Website review of roswellstudios.com More example playbooks and reviews

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Roswell NYC did not commission, review or endorse it, and Programmable is not affiliated with Roswell NYC. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Roswell NYC runs its business.

Something wrong, or do you represent Roswell NYC? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 308 ideas

    Placeholder titles, consistent structured data, Platinum everywhere, the audit in the menu, crawlable Insights and Services, a qualifying contact form; finish the rebrand and start directory reviews.

  2. Days 31 to 6010 ideas

    Results on every case study, industry, partner and migration pages, the January retention review, Orbit kits, field speed data, the hero fix, a partner event and the AI readiness audit.

  3. Days 61 to 903 ideas

    Commit to the big bets: the retention benchmark, published engagement models and a client dashboard.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value A proactive partner, "not a reactive agency". The most cited problem: legacy sites that hold back conversion.

  • One team for design, development and retention
  • Fragmented email and SMS tools
  • In their words: “lifetime value”

Market

Competitive landscape

2 competitors compared: Electric Eye and Swanky.

  • Gap to exploit: Published industry benchmarks from real client data
  • Electric Eye: Lower partner tier
  • Swanky: Less US presence

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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