Purveyor of
pure magnesium supplements
Purveyor of
pure magnesium supplements
Creative direction: Drew Lyon
Project manager: Brooke Miceli
Content strategist: Travis McAshan
Lead designer: Marian Brchan
What We Did
Ancient minerals is a leading retailer of magnesium supplements, but that’s not the first thing they wanted people to take away from their new website. Because they’re also one of the leading resources of magnesium information anywhere. That tension between generating sales while also highlighting the troves of great content they’ve created over the years made for an interesting design challenge.
Post launch results
At a Glance
Built to inform, designed to convert
After close collaboration with the client, we shifted the typical ecommerce approach toward something more editorial. The homepage was designed to feel like a modern news site, with a grid of engaging articles front and center—only two product images and a single buy button appear above the fold. This content-first strategy helps educate and build trust with visitors before asking for a purchase.
We maintained an intentional 80/20 balance of information to product content throughout the page. By the time a visitor reaches the final section, if they haven’t already clicked into an article, they’re gently prompted with a clear “View All Products” call to action. It’s a softer sell, built on curiosity and education, designed to convert with subtlety and substance.
