The Brief

My husband, Jordan Lane is a carpenter with 17+ years of experience, ranging from listed buildings to commercial fit-outs to work at the British Embassy in Washington DC. Having worked as a contractor throughout his career, Bespoke by Braemar was Jordan's first venture into running his own business — which meant starting completely from scratch online.

A recent move had also cut him off from the word-of-mouth network he'd previously relied on for work. Therefore, the brief was as much about visibility as identity: the site needed to be optimised for the new area he was building a client base in, not just present his work.

The Approach

• Positioning: I built the site around the line "Crafted to Fit. Built to Last." — putting precision and permanence front and centre rather than generic carpentry clichés.

• Visual direction: We let the work speak for itself. Large, uncluttered photography of finished work (fitted wardrobes, kitchens, staircases) does the selling rather than heavy copy.

• Structure: A simple five-page architecture — Home, About, Services, Gallery, Contact — designed so a homeowner can go from landing to enquiry in two clicks.

• Trust signals: We surfaced the 17 years' experience and the breadth of past work (listed buildings, commercial spaces, embassy work) early, since reputation and craftsmanship are the main thing a bespoke carpenter is selling — especially with no existing reviews or client history to lean on.

• Local targeting: Built in explicit service-area language — Hawkhurst, Hastings, Tunbridge Wells, Rye, the High Weald and Romney Marsh — so the site surfaces for the right local searches in the area Jordan needed to build a reputation in.

The Result

A clean, mobile-friendly site that lets Jordan's craftsmanship do the talking, with a clear path from "browsing the gallery" to "get a quote."