Our Work

Services Provided

In advance of the release of her second book, The Culting of America, author, speaker, and cult survivor Daniella Young partnered with Hop Studios in 2024 to redesign and expand her website as her platform and product offerings continued to grow. Her existing site was focused primarily on selling physical copies of her book and a small collection of branded apparel. She wanted to scale her online store to introduce downloadable digital products and an expanded merchandise line.

Born into the Children of God cult, Daniella escaped at age 15 and relocated from Brazil to Texas, where she enrolled in high school and then enlisted in the United States Army. She authored her first memoir, Uncultured, which drew on her experience as both a cult survivor and a combat veteran, and has since built a platform around resilience, recovery, and personal transformation. She has received the Presidential Volunteer Service Award and is currently completing a Master of Arts in Organizational Psychology.

With her profile growing, she sought a complete website rebrand with a new domain, refreshed visual identity, and an expanded Shopify store to support new merchandise, digital products, and the presale of her upcoming book, Culting of America.

To broaden her product offerings, we built a dedicated digital product page and an automated email-based file-delivery process, giving customers instant access to downloadable knitting patterns after checkout. We also developed a structured refund policy page to support transparency and best practices for mixed digital and physical product sales.

To boost organic search performance, Hop Studios optimized on-page SEO elements within the Shopify store by refining page titles to better target relevant keywords and improve search visibility. Clear, keyword-focused page titles help search engines better interpret page topics, increasing the likelihood of higher rankings in organic search results and driving additional qualified traffic to the website. We also enhanced the site search functionality by restructuring how content was stored across the website’s database. By relocating the content into searchable page fields, users could now more easily locate products and information using Shopify’s search tool. These usability improvements help reduce bounce rates, strengthen site navigation, and support higher conversion rates.

Daniella wanted to grow her email list and build trust with potential customers by offering a lead magnet — a free resource that exchanges value for a visitor’s email address, nurturing relationships and turning prospects into paying customers over time. Hop implemented a conversion-optimized pop-up form offering Daniella’s “Culty Red Flags” freebie in exchange for email sign-ups, supporting ongoing list growth and future product launch campaigns.

As part of the website rebrand project, we migrated the site to a new domain, making sure to preserve SEO authority and maintain traffic from existing visitors. Using Shopify DNS, we carefully mapped and implemented 301 redirects from every original URL to its counterpart on knittingcultlady.com, ensuring a seamless transition for users and search engines.

The full site redesign involved restructuring the navigation for intuitive browsing and creating new templates for testimonials and speaking engagements. The updated visual identity — new colour palette, logo, and style — was drawn from her book cover and was applied consistently and creatively across every page, including product and checkout. The refreshed homepage layout prominently featured the pre-sale of Daniella’s upcoming book, using a conversion-focused layout to draw attention to key calls to action. We built a dedicated pre-sale page with options to purchase signed hardcover and audiobook editions, as well as Spanish and Portuguese editions. We also added a custom comment field to the shopping cart page that automatically populates the fulfillment centre’s customer notes.

We wrapped the project with comprehensive training, equipping the Knitting Cult Lady team to confidently manage products, content, and site features going forward.

We were thrilled to play a part in the successful, popular release of Daniella’s latest book, and we look forward to continuing to support her future projects and the ongoing growth of her website. If you’re a fan of her memoir, curious about upcoming titles, or tempted by her unique “culty” products, we encourage you to explore her world.