Case Study: How Clem & Simms Fire Starters Scaled Online with Shopify & SEO
"For me, fire isn’t just about heat—it’s about connection, resilience, and second chances. "
- Ryan Simms
Introduction: Meeting Ryan Simms at a Trade Show
It all started at a trade show in Saskatoon. Amidst booths filled with handcrafted goods and innovative products, I met Ryan “Simms” Myers, the founder of Clem & Simms Fire Starters. Ryan’s booth wasn’t just about selling fire starters—it was about storytelling. He spoke passionately about his grandfather Clem, his love for woodworking, and how he turned sawdust into something both useful and meaningful. His fire starters weren’t just products; they were an extension of his craft, his values, and his personal journey of resilience.
As we talked, Ryan shared his vision for Clem & Simms. He wanted his handcrafted fire starters to reach more people, especially those who love camping, backyard bonfires, and wood stoves. But he faced challenges—his business was growing, but he didn’t have a strong online presence. That’s when he gave me the opportunity to help him take Clem & Simms to the next level with a high-converting e-commerce website and an SEO-driven marketing strategy.
Building a High-Converting Shopify Website
From Local Booths to a Digital Storefront
Ryan’s fire starters were already popular at local markets and through word of mouth, but we knew that for long-term success, he needed a website that could attract customers beyond Saskatoon.
We chose Shopify as the foundation for his online store, providing a user-friendly experience for both Ryan and his customers. To create a visually engaging and seamless shopping experience, we utilized PageFly, a Shopify page builder that allowed us to design a highly customized, conversion-optimized homepage and product pages.
Key Features Implemented:
✅ Visually Engaging Layout – We designed the site with high-quality imagery, emphasizing the natural, handcrafted elements of his fire starters.
✅ Seamless Navigation & Shopping Experience – Customers could easily browse, learn about the product, and check out with minimal friction.
✅ Mobile Optimization – Ensuring users could shop effortlessly on any device, especially since many visitors would come from social media and Google searches.
SEO Optimization: Driving Organic Traffic to Clem & Simms
Targeting the Right Audience
A website alone wouldn’t be enough—visibility was key. Our goal was to ensure that when someone searched for fire starters for camping, eco-friendly fire starters, or Saskatchewan-made fire products, they’d find Clem & Simms at the top of Google results.
How We Optimized for SEO:
🔹 Keyword Strategy: We conducted in-depth keyword research, focusing on terms like “natural fire starters,” “fire starters for camping,” and “eco-friendly fire lighters.”
🔹 On-Page Optimization: Every page was structured with SEO-friendly headings, meta descriptions, and alt text for images to improve search rankings.
🔹 Content Marketing & Blogging: We planned a blog strategy featuring fire safety tips, camping hacks, and the mental benefits of gathering around a fire. This would build authority and engage potential customers.
🔹 Local SEO: Since Clem & Simms is proudly made in Saskatchewan, we optimized the website for local searches, ensuring that when people searched for fire starters in Saskatoon or Canadian fire starters, they’d find Ryan’s business first.
Enhancing the Brand Story: A Firestarter with Purpose
More Than Just a Product—A Story of Resilience
One of the biggest missed opportunities for small businesses is failing to connect emotionally with their audience. Ryan’s story was powerful—his love for woodworking, his journey to sobriety, and how fire and community played a role in his healing process.
We worked closely with him to bring that story to life on the website. The “About Us” page was crafted not just to share facts but to make a personal connection with customers. People don’t just buy products—they buy into stories they relate to.
🌲 Fire Safety & Environmental Impact – We emphasized how these fire starters burn clean, reduce flying ash, and help prevent forest fires.
💛 Mental Well-Being & Relaxation – The site highlights how watching a fire burn can be calming, grounding, and stress-relieving.
🌍 Sustainability & Giving Back – A portion of every sale supports mental health initiatives, tying back to Ryan’s mission of helping others find light in the darkness.
The Results: Growth & Expansion
Since launching the Shopify site and optimizing for SEO, Clem & Simms Fire Starters has seen incredible growth:
📈 Increased Website Traffic: The site saw an increase in organic traffic within the first three months.
🛒 Higher Conversions: With an optimized, user-friendly layout, the store’s conversion rate will improve by 40% in the coming months.
🔍 Higher Google Rankings: The brand now ranks on Page 1 for several key search terms, including “natural fire starters Canada”.
📦 Expanded Reach: Orders have grown beyond Saskatchewan, reaching customers across Canada who love high-quality, eco-friendly fire starters.
Key Takeaways & Lessons for Small Businesses
1️⃣ A Great Product Deserves a Strong Online Presence – Having a quality product is only half the battle. Without a well-built, SEO-optimized website, businesses miss out on customers searching online.
2️⃣ Storytelling Builds Trust & Connection – People love brands that feel authentic. Sharing your journey, values, and mission makes your product stand out.
3️⃣ SEO is a Long-Term Investment – Optimizing your site doesn’t bring instant results, but when done right, it creates sustainable, organic traffic that keeps growing.
4️⃣ Shopify & PageFly = A Winning Combo – Using Shopify as a foundation and PageFly for design allowed us to build a high-converting store without unnecessary complexity.
View More Case Studies by RozeMedia >
Looking to Scale Your Business? Let’s Talk.
Clem & Simms Fire Starters proves that a great story, a great product, and the right strategy can create real growth. If you’re a small business looking to take your brand online, improve your SEO, or build a Shopify store that converts, we’d love to help.
