We Do Cool Stuff: A Website Case Study

We Do Cool Stuff sells security technology, audio equipment, and smart home products online across South Africa, under the tagline “Smart Security. Real Support.” The catalogue spans CCTV, alarms, access control, and gate automation, alongside audio products like JBL speakers and headphones, giving the store a genuinely wide but still coherent range aimed at homeowners, businesses, and DIY installers alike.

About We Do Cool Stuff

The store organises products into clear categories: Security, Audio, Educational, Outdoor, Running, and Specials, and backs purchases with a stated satisfaction guarantee, 7 day returns, and free delivery on orders over R800. The site also runs genuinely useful support content, including a detailed FAQ on programming remote controls for gate automation systems, the kind of practical, product-specific help a DIY buyer actually needs after purchase.

That combination, real e-commerce plus genuine technical support content, reflects a customer base that includes people installing or maintaining their own security and gate systems, not just buying finished products passively.

What the website needed to do

With security, audio, and gate automation products all under one store, category structure needed to make sense to a customer shopping for a specific need, whether that is a CCTV camera, a pair of headphones, or a replacement gate motor, without unrelated categories getting in the way. Clear checkout terms, the guarantee, returns policy, and delivery threshold, needed genuine visibility too, since these directly reduce hesitation at the point of purchase.

The technical support content, like the remote programming FAQ, needed real, easy to find space, since DIY-inclined customers specifically value a retailer who helps them succeed with the product after the sale, not just process the transaction.

Why this matters for security and smart home e-commerce generally

For any e-commerce business selling technical products to a partly DIY-inclined customer base, genuine post-purchase support content is a real differentiator, not a nice extra. A customer installing their own gate automation or security system values a retailer who anticipates their actual problems, like programming a new remote, and answers them clearly, which builds the kind of trust that drives repeat purchases and referrals.

Clear checkout policies (guarantee, returns, delivery threshold) also matter significantly for e-commerce conversion generally, since they directly address the hesitation a first-time buyer feels before completing a purchase.

The result

We Do Cool Stuff’s site is live now at wedocoolstuff.co.za, built as a functional online store with clear categories, visible checkout policies, and genuine technical support content for DIY-inclined customers. It is one of the businesses featured on our portfolio.

Considering something similar?

Technical product e-commerce businesses vary in cost depending on catalogue size and how much support content is needed. Our E-Commerce Website package is the usual starting point. Request a quote and we can confirm exact pricing for your store.

Frequently Asked Questions

How much does a website for a security or smart home e-commerce store cost?

It depends on catalogue size and how much support content is needed. Our E-Commerce Website package is the usual starting point, and we confirm exact pricing once we understand your catalogue.

Why does post-purchase support content matter for e-commerce?

Because a customer who succeeds with their purchase, like correctly programming a new gate remote, becomes a repeat buyer and a referral source, while one who struggles and gets no help is far more likely to churn or leave a negative review. Genuine support content builds real long-term value.

Should checkout policies like returns and guarantees be visible before checkout?

Yes. Displaying a clear guarantee, returns window, and delivery threshold reduces the hesitation a first-time buyer feels before completing a purchase, and burying this information until after checkout does nothing to help conversion.

How should a store selling genuinely different product categories organise itself?

With clear, distinct categories that make sense to how customers actually shop, security separate from audio separate from outdoor gear, for example, so a customer looking for one type of product is not distracted or confused by unrelated categories.

Does a technical e-commerce store need dedicated FAQ or support content?

It helps considerably, particularly for products that require setup or configuration after purchase, like gate automation or security systems. Answering common practical questions directly reduces support burden and builds real customer trust.

How long does a website project for a technical e-commerce store take?

We confirm the timeline once the scope is agreed. It mostly depends on how many product categories and how large the initial catalogue is before the store can go live.

Should unrelated product categories, like audio gear and security equipment, share one store?

They can, as long as each category is clearly separated and easy to browse independently. The risk is not carrying multiple categories, it is presenting them as one undifferentiated catalogue that makes it harder for a customer to find what they actually came for.

How should a store handle products that need programming or setup after purchase?

By providing genuine, specific instructions as accessible content, not just a printed manual in the box. A customer who gets stuck programming a new gate remote and cannot easily find help online is far more likely to leave a frustrated review than one who finds a clear answer on the retailer’s own site.