Sharp Views, Sharper Site: Inside the Pelee Wings Rebuild

The Challenge

Pelee Wings, Canada’s largest stocking dealer of binoculars and optics, is a trusted name for nature lovers and birders across the country. Located near the iconic Point Pelee National Park in Leamington, Ontario, the company saw a surge in online sales during the COVID-19 pandemic. With that growth came a realization—it was time to modernize their digital infrastructure to support the next chapter of their business.

The team at Pelee Wings approached Databending with a clear set of goals:

• Boost site performance and page load times
• Improve SEO to increase organic search visibility
• Streamline operations by better integrating with their Lightspeed inventory system

Our Solution

At Databending, we specialize in building fast, flexible, and future-proof web solutions. After auditing Pelee Wings’ existing tech stack, we saw an opportunity to significantly upgrade their performance and backend efficiency.

Rebuilding with Astro

Their previous site was built in Angular—a solid choice in its day—but we knew we could go even faster in 2025. We rebuilt the site from the ground up using Astro, a modern static site generator that prioritizes speed and developer flexibility.

• 95+ Lighthouse scores across performance, accessibility, and best practices
• Static rendering for ultra-fast load times, especially important for Pelee’s many product pages
• Seamless product browsing and improved UX for both desktop and mobile shoppers

SEO Optimization

We conducted a thorough keyword audit across their extensive product catalog and ensured that each item had:

• Relevant metadata and schema markup
• Clean URLs and optimized headings
• Better crawlability for search engines

As a result, we’ve already seen noticeable improvements in page rankings and search impressions.

Backend Integration with GQLizer

Pelee’s internal systems had grown organically, with Lightspeed handling inventory—but product data had to be entered twice into a separate system, creating unnecessary overhead and risk of error.

To fix this, we used our proprietary tool, GQLizer, to:

• Sync data directly from Lightspeed
• Maintain a separate layer for custom product fields without interfering with the core inventory system
• Drastically reduce redundant data entry for staff

Now, their team only needs to manage products in one place—and GQLizer handles the rest.

The Outcome

• Load times reduced by over 60%
• Streamlined backend workflows
• Improved SEO performance and higher organic traffic
• Future-ready architecture built for scalability

What’s Next?

With a blazing-fast site, robust SEO, and an integrated backend system, Pelee Wings is ready for continued growth—both online and in-store. We’re proud to support their mission to connect people with nature through high-quality optics and gear.

Need help modernizing your website or e-commerce stack?
Let’s build something great together. Contact Databending →