Breakdown
All That Technology
How a local home-technology installer went from a stock product store to a service-first storefront with real measurement behind it.
allthattechnology.com
The Problem
All That Technology installs and supports home technology around Royse City and Rockwall, Texas. It is a local service company that also sells hardware, but its Shopify store was a stock theme built to sell products first.
- Visitors saw products before they saw the value of professional installation.
- There were no trust signals, no local identity, and no clear way to book service from the header.
- On mobile, the call-to-action button took over the menu and hid the navigation links.
- There was no local SEO structure, and analytics stopped at pageviews.
What We Built
- A custom Shopify 2.0 theme on the Dawn base, with 7 purpose-built sections and a mobile UX overhaul.
- PostHog and Meta Pixel tracking with 6 dashboards, covering phone, CTA, and form events, UTM links, and bot filtering.
- JSON-LD LocalBusiness structured data for local SEO.
- 15+ strategy documents covering ads, local SEO, social content, sales outreach, and pricing.
- An admin guide, theme editor SOP, and go-live checklist.
Stack
- Shopify 2.0
- Liquid
- TypeScript
- PostHog
- Meta Pixel
- Google Business Profile
- JSON-LD
Teardown Notes
Why a custom theme, not headless
With 20–50 SKUs and a non-technical owner managing products and orders, headless would have added cost with no benefit. A theme keeps the owner in the Shopify admin.
The sales workflow stayed untouched
The business runs on draft orders: lead, draft order, then customer checkout. Theme changes leave that flow alone, so the rebuild carried no risk to how sales already worked.
Rollback in one click
Because it is a theme, the client can re-publish the previous version from the Shopify admin at any time.
Working with Mathew as our Fractional CTO at All That Technology has been transformative for our operations. He brought high-level technical leadership, clear strategic direction, and immediate clarity to our engineering roadmap without the overhead of a full-time executive. From day one, Mathew seamlessly integrated into our team, streamline our architecture, and set up processes that drastically improved our execution speed and overall system reliability. His ability to translate complex technical decisions into business strategy gave us the confidence and bandwidth to focus on growth. If you need top-tier technical leadership and a strategic partner who delivers immediate ROI, I highly recommend Mathew.
Michael T Erekson
Owner, All That Technology