Eczema Conquerors
A multi-platform technical overhaul for a health coaching brand — fixing a broken WordPress CMS, redesigning the Shopify store, and building an automated pipeline that grants workshop access the moment a customer checks out.
About the Project
Eczema Conquerors is Abby Lai's health and wellness brand helping people overcome eczema through root-cause coaching, skincare products, and digital workshops. The business runs across three platforms: WordPress for the main site, Shopify for the skincare store, and GoHighLevel for CRM, automations, and course delivery. Annexal was brought in to fix critical technical issues and build the infrastructure needed to sell and deliver digital workshops at scale.
The Challenge
The WordPress site was broken — a nulled WPBakery plugin made it impossible to create new pages or posts. GHL email automations were swallowing customer replies into an info.domain address no one monitored, so customers thought they were being ignored. The Shopify store needed a full redesign to match a detailed Adobe XD mockup. And there was no system to automatically grant workshop access after a Shopify purchase — without also triggering the enrollment email for skincare product buyers.
"The add page and add post function was going to an error page — we couldn't figure it out."
Our approach
WordPress Rescue
Diagnosed the broken page editor — a nulled WPBakery Visual Composer plugin was causing the error on every new page and post. Guided the purchase of a legitimate license, restored full CMS functionality, and updated and cleaned 40+ plugins across the site.
GHL Email & Automation Fix
Audited GoHighLevel workflows to trace why customer replies never reached the team. Rebuilt email forwarding so each reply routes to the correct assigned user, with team members CC'd where needed. Fixed reply-to addresses so outbound emails came from the right person — not an unmonitored info.domain inbox.
Shopify Store Redesign
Rebuilt the Shopify shop page, single product pages, and workshop listing to match the Adobe XD design — including category filter tabs, subscription and one-time purchase options, Judge.me review integration, mobile layout optimization, and an updated footer with new logo and Instagram feed.
Workshop Purchase → Access Pipeline
Integrated Shopify and GoHighLevel via Zapier so workshop purchases automatically trigger GHL course enrollment — without affecting skincare product buyers. Added a "Set Up Your Workshop Access" button to both the order confirmation email and the post-checkout thank-you page.
What the site delivers
Shopify → GHL Automation
Workshop purchases on Shopify automatically trigger GHL course access via Zapier — no manual enrollment, and skincare buyers never receive a confusing course email.
Email Reply Routing
Rebuilt GHL automation reply-to logic so customer replies reach the right team member every time — across three separate email workflows for different team members.
Workshop Sales Flow
End-to-end checkout experience for digital workshops — Shopify product page, order confirmation email CTA, and a post-purchase page guiding buyers to set up their GHL account.
Mobile Store Redesign
Full mobile optimization of the Shopify homepage, product pages, category filters, and footer — matching the Adobe XD design with consistent fonts, spacing, and product card layouts.
GHL Consent Form
Built an SMS and marketing opt-in form on WordPress meeting GHL's phone number verification requirements — successfully securing GHL phone number approval.
WordPress Stabilization
Replaced a nulled WPBakery plugin, updated and removed inactive plugins, and upgraded PHP — fully restoring site stability and the WordPress page/post editor.
What changed after launch
Screenshots
Built from scratch
Beyond the standard build — these features were designed and developed specifically for this project.
Shopify–GHL Workshop Access Pipeline
A custom Zapier automation connecting Shopify order events to GoHighLevel course enrollment. When a customer purchases a specific workshop product, Zapier fires and grants them access in GHL — with product-specific filtering so skincare buyers are excluded. The flow handles enrollment trigger, automated login email, and a checkout page CTA to complete registration.
Why it works: Workshop buyers receive their login within minutes of purchase with zero manual work from the team. The product filter prevents skincare buyers from receiving confusing course access emails.