When it comes to building an e-commerce business, having a great product is just the beginning. The way your website tells your story, engages customers, and builds trust can make all the difference between a visitor bouncing and a loyal customer who keeps coming back. That’s the focus of this Stride 2 Freedom podcast episode with Garrett Goldman, Managing Partner of State Creative, a web design agency that specializes in helping e-commerce businesses sell more online.
Why Storytelling Matters in E-Commerce
Many business owners think that simply launching a Shopify or plug-and-play website will do the trick. But as Garrett points out, “Just because you build it doesn’t necessarily mean that [those customers are] going to come.” Success isn’t only about being found—it’s about creating an experience that makes shopping seamless and enjoyable. From the moment a visitor lands on your site to the post-purchase follow-up, every interaction is part of your brand’s story.
A powerful website doesn’t just showcase products; it conveys purpose, identity, and trust. That’s why State Creative digs deeper with every client to design with intention, not just aesthetics.
Designing Beyond Templates
While platforms like Shopify are excellent tools for many small stores, they can feel limiting for businesses that need flexibility. State Creative steps in when companies are looking for:
- Custom designs that align with brand identity
- Performance-driven functionality to maximize conversions
- A holistic process that unites design and development from start to finish
Unlike fragmented approaches where design and development happen in silos, State Creative’s in-house teams work side by side—ensuring that strategy, design, and functionality come together seamlessly.
A Client Success Story: MarsVenus
One project Garrett is particularly proud of is MarsVenus.com, built for the brand behind the bestselling book Men Are from Mars, Women Are from Venus. The site sells a mix of physical products, digital downloads, subscriptions, and online courses. The challenge was not just making products easy to find, but weaving them into the brand’s well-known voice and story. The result was an engaging, easy-to-navigate platform that reflects the richness of the MarsVenus brand while driving conversions across multiple product types.
From Real Estate to Digital Design
Interestingly, Garrett didn’t start his career in web design. His background was in real estate, where he first encountered the complexities of building a brand and a website by hiring multiple firms. The fragmented process inspired him to build a different kind of agency—one where businesses could access design, development, and maintenance all under one roof. That vision became State Creative, now nearly 20 years strong and focused on helping small to mid-sized businesses grow online.
The Value of Open-Source Platforms
Over the years, the agency has evolved from building custom content management systems to embracing open-source solutions like WordPress and Drupal. Why? Because they empower clients. As Garrett explains, “All of the finished product is owned by our client. We don’t own anything.” That means businesses can easily update their sites, publish new content, or even move to another provider if they choose. This flexibility ensures that clients remain in control of their digital presence.
Security, Maintenance, and Peace of Mind
A website is never “finished.” Regular updates, security patches, and maintenance are critical. State Creative provides ongoing support that protects sites from vulnerabilities, backs up data, and ensures smooth performance. In Garrett’s words, it’s not just maintenance—it’s insurance for your online business.
Best Practices for E-Commerce Sites
If you’re running an e-commerce business today, Garrett suggests focusing on three essentials:
- Continuous Improvement: Review site performance regularly and use analytics to find areas for optimization.
- Flexibility: Choose platforms and tools that allow you to adapt as your business evolves.
- Holistic Investment: Don’t spend your entire budget on the build. Allocate resources for marketing, maintenance, and ongoing content.
Looking Ahead
The web design landscape is becoming increasingly competitive, with DIY platforms gaining traction. State Creative stays ahead by prioritizing education, adopting new technologies, and doubling down on client experience. Their focus remains on delivering measurable results—whether that’s higher conversions, lower bounce rates, or stronger brand engagement.
Final Thoughts
For small to mid-sized businesses, e-commerce isn’t just about having an online store. It’s about telling a story that resonates with customers and keeps them coming back. As Garrett shared, “The way I look at it is, it’s never done.” Your website should evolve alongside your business, always striving to make the customer experience better.
Who should I interview next? Please let us know.
In this Freedom Speaker Series episode with Garrett Goldman, you will learn:
- Why website performance and e-commerce sales go hand-in-hand
- The methodology behind strategic e-commerce design to increase your ROI
- Why you should consider an open-source platform over a plug-and-play tool like Shopify
- Why CEO’s should re-evaluate website performance at least quarterly to improve sales strategies
We are fortunate to have Garrett available to spend time with us on this edition of Stride 2 Freedom. If there is a speaker you’d like us to interview, let us know. Stay well. Stay safe. Stay healthy.
Show Notes and Links From Episode
Garret Goldman LinkedIn
State Creative
