Websites built the way you build guitars.
Independent luthiers put years into details most people can't name but anyone can hear — the join, the finish, the sound. That's how we build e-commerce sites: hundreds of small decisions, taken seriously, all in service of the thing that matters. In your case, the instrument. In ours, the site that sells it without selling it short.
two sentences is plenty. it goes to a person, not a sequence.
we'd rather have met you at the bench, but you're here and that's wonderful. so here it is plainly: what we fix, a guitar maker we've built for, and human-led service, with the tech in the right place.
The workshop-manual way: find your symptom in the left column. If more than one row lands, that's normal — they tend to share causes.
| Symptom | Likely cause | Remedy |
|---|---|---|
| The instruments read heirloom. The site reads template. | Theme defaults, stock typography, borrowed voice. | Design, copy and build from one hand, tuned to your workshop. |
| Commissions arrive by DM, live in inboxes, occasionally vanish. | Nothing structured between “interested” and “deposit paid”. | A commission flow on your own site — enquiry, deposit, build updates. |
| You rank for your own name and nothing else. | No architecture for search to hold on to. | SEO built into the structure, not sprinkled on after. |
| Every finished guitar means an evening of re-keying specs and photos. | The site and the workshop don't talk to each other. | Quiet systems behind the scenes — the locked-up parts start to move. |
A guitar maker’s site, already built.
Blind John builds relic electric guitars one at a time, in a shed at the bottom of a garden in Suffolk. We made his new site from the ground up: the design, the photographs, a recording of every guitar through his amp, and the build itself.
Commissions start with nine questions about how you play and end in a build sheet with a from-price and a lead time. His one-offs sell outright through Stripe. When an order arrives by email, John says it out loud, checks what the site wrote down, and sends the deposit request. He didn’t have to learn anything new to run it.
- Every guitar recorded in the shed, clean and dirty
- A commission flow that turns how you play into a build sheet
- One-offs bought outright, with an account for every buyer
- Headless build on Next.js and Sanity
A site is not just a site.
It's the fix for a business problem. Sometimes the commercial kind — a shop that doesn't sell the way the work deserves. Sometimes perception — a site that reads template while the instruments read lifetime. And sometimes it's the parts nobody sees: the systems behind the scenes, where things that were locked up start to move freely. We do the site, the copy, the SEO, the plumbing — whichever the fix calls for, all in service of the outcome.
And we've sat where you sit. Before we built sites for independent brands, we spent ten years running our own — stock, margins, the lot. We know the difference between advice that sounds right and advice that ships.
Start with the symptom.
Two sentences is plenty. Point us at your site if you have one — we'll look at it properly before we write back.
Forms not your thing? Twenty minutes on Zoom, your site on screen — book the call →
no mailing list, no sequence. this goes to a person, gets read, and gets a written reply within two working days.
Rather just talk? Say hello