Shopify Health Supplements Website Upgrade

I need a shopify professional to do a pull through on our health supplement website which was created fairly quickly and cheaply.
Website UI/UX Harmonisation & Optimisation
Website: primehealthdirect.com
Platform: Shopify (Boost Theme — we do not want a complete theme change)
Industry: Ailment-targeted Natural Supplements (prostate health, anti-aging, joint care, sexual vitality, etc.)
Target Audience: Men & women aged 45–75+ (health-conscious, affluent, mature, active, confident, “mature and sexy”, “mature and fit”)
Background
Prime Health Direct (PHD) has been in the supplement industry since 1998, specialising in premium ailment-targeted natural supplements. Our customers trust us for effective formulations and a natural approach to health.
We are about to scale up marketing with PPC, affiliate programs, TikTok, Instagram, and other channels — meaning more traffic will hit our site. To maximise sales from this traffic, we need the site to be:
• Visually unified and professional
• Aligned with a premium, natural health brand image
• Easy to navigate for a mature audience
• Optimised for conversions on both desktop and mobile

Scope of Work
1. Font Harmonisation
• Audit all site pages for font usage.
• Standardise to 1–2 premium, legible, brand-appropriate fonts (with matching weights for headings, sub-headings, and body text). (Perhaps Lato and Arlo )
2. Colour Harmonisation
• Review current colour use, especially on the homepage.
• Adjust pouch positioning and background tones so they complement each other instead of clashing.
• Create a consistent, conversion-friendly colour palette that reflects premium natural health branding.
• Maintain strong contrast for accessibility.
3. Front Page Banner Optimisation (Desktop & Mobile)
• Rework homepage banners so that text, images, and CTAs are equally effective on desktop and mobile.
• Perhaps put on light or white type backgrounds and remove the colour
• Avoid cropping issues or distorted visuals.
4. Target Audience Image Refresh
• Source and integrate authentic lifestyle imagery that reflects our audience (ages 45–75+).
• Style: aspirational yet relatable, showing mature and confident individuals or couples who are fit, vibrant, and attractive. Mature and sexy
• Must feel genuine, not generic stock photos, and align with natural health brand ethos.
5. Credibility & Trust Enhancements
• Add media mastheads (“As Seen In…”)
• Integrate trust-building elements such as:
o Certification logos (organic, non-GMO, etc.)
o Re work current cert logos = add better
o Secure checkout badges
o Money-back guarantee seals
o Customer review highlights

Additional Conversion & UX Recommendations (Preferred)

• Apply consistent button styles and CTA placement site-wide.
• Create clearer CTAs, better trust signals, simplified navigation
• Refine spacing, padding, and visual hierarchy to guide the eye to purchase.

Main Deliverables
• Fully harmonised fonts & colours applied across the site
• Refined homepage banners optimised for both desktop and mobile
• Updated lifestyle imagery reflecting our target audience
• Strategic integration of media mastheads and credibility factors
• Documentation of all design choices for future consistency

Skills Required
• Shopify front-end development (Boost theme knowledge preferred)
• UX/UI design with eCommerce conversion expertise
• Graphic design (image sourcing, editing, banner creation)
• Understanding of design for mature demographics
• Experience with natural health/supplement branding is a bonus

Goal
By the time our larger marketing campaigns launch, our site should:
• Look unified, premium, and on-brand
• Clearly communicate our positioning as a trusted provider of ailment-targeted natural supplements
• Appeal directly to our mature audience
• Build credibility instantly with media and trust elements
• Remove friction and distractions so more visitors become customers