Big Al's Decoys Website Redesign Proposal
Hey Luke,
Thanks for walking me through Big Al's and where you're taking it post-acquisition. It's clear the website is holding the brand back right now, and May 1st is the reset. This proposal is built around getting Big Al's live with a website that actually drives sales: clean, focused, and built to compete.
Here's What I Heard
Big Al's has brand recognition and a loyal customer base, but the website looks low-tier compared to competitors like Dive Bomb Industries. Right now, someone lands on the site and sees gift certificates, cluttered posters, unclear product hierarchy, and 20% off banners that cheapen the brand. It doesn't inspire confidence or urgency, it just looks dated.
You're closing on the acquisition May 1st and want to hit the ground running. The plan is to streamline the product catalog (cutting clothing and underperforming lines), keep the Big Al's name for now, and position the site as a sales driver, not a premium brand like Kovix, but a solid mid-tier hunting brand that competes on quality and performance, not just discounts.
Success looks like: a website that converts visitors into buyers at a higher rate than what's there now, supports social media revitalization efforts, and makes people feel like buying Big Al's decoys means success in the field, not just a cheap deal.
What Success Looks Like on May 2nd
The site goes live May 1st with zero downtime, seamless transition from the old site
Best-selling products are front and center (no more gift certificate hero banners)
The homepage feels clean, focused, and field-tested: images of decoys in action, not posters
Product pages are easy to navigate, with real customer reviews visible
SEO foundation is in place so Google starts ranking the new site structure immediately
Canadian distributor links are integrated for cross-border sales support
Luke and the team can update products, pricing, and content without needing a developer
Visitors → sales conversion rate is trackable and improving week over week
How We'll Get There
Phase 1: Strategy + Product Architecture (Week 1)
Before we touch design, we get the structure right. This is where the streamlined product catalog gets organized for maximum impact.
Review best-seller data and finalized product list (post-clothing removal)
Build site architecture: homepage → category pages → product pages
Identify hero products (the ones that go front and center on May 1st)
Plan SEO structure: page titles, meta descriptions, URL hierarchy
Set up analytics tracking (visitor → sales funnel)
Deliverable: Site map and product flow approved by you before design starts
Phase 2: Design + E-Commerce Build (Weeks 2-3)
With the architecture locked, I design and build the site in Framer: faster, cleaner, and easier to manage than WordPress or Shopify.
Homepage: Hero banner (no carousel): field action shot with best-selling decoy, clear CTA: "Shop Best Sellers." Best-selling products featured immediately below hero. Category tiles: Waterfowl, Upland, Turkey. Social proof: customer reviews, field photos from real hunters. Canadian distributor callout.
Product Pages: Clean layout with product image, specs, pricing, reviews. 3rd-party review integration (Yotpo, Judge.me, or similar). Upsell/cross-sell suggestions. Add-to-cart flow optimized for speed.
Category Pages: Filter by product type, price, rating. Grid view with product images showing decoys in use.
SEO Foundation: Keyword research, on-page SEO, Google Search Console + Analytics setup. Clean, descriptive, search-friendly URL structure.
Phase 3: Migration + Launch Prep (Week 4)
All product data migrated. Redirects set up (old URLs → new URLs so Google doesn't lose ranking). Mobile testing, speed optimization, final QA.
May 1st Launch: Domain pointed to new site. Old site replaced with zero downtime. Social media announcement coordinated.
Phase 4: Post-Launch Optimization (Sales-Ready + Authority tiers)
First 30-60 days: monitor visitor → sales conversion rate, top-performing products, SEO ranking progress, and review submission rates. Adjust product placement, SEO, and A/B test CTAs based on real data.
Why This Works for Big Al's
You're buying a brand with history. The website rebuild respects that while modernizing the experience. We're not erasing Big Al's identity, just making it competitive again.
May 1st is a hard deadline. I structure projects around client timelines, not my convenience. With domain access before May 1st, we build in parallel and launch on time.
You know construction bidding. You've seen the "I can do it in two days" proposals. This isn't that. This is a full rebuild with strategy, SEO, reviews, and launch support, scoped properly so you know exactly what you're getting.
Sales are the metric that matters. Everything in this proposal points toward one goal: more visitors converting into buyers. The design, the product flow, the reviews, the SEO: it all supports that.
Big Al's isn't Kovix. You're not trying to be ultra-premium. The site reflects a solid mid-tier hunting brand: clean, functional, field-tested, trustworthy. No unnecessary flash, just clarity and performance.
Investment Options
Each option is built around the May 1st launch, with increasing depth based on how much optimization and support you want post-launch.
Launch-Ready Build
$10,000
Best for: "Get Big Al's live May 1st with a clean, functional site"
What's included:
Full site redesign in Framer (homepage + category pages + product pages)
Hero banner (field action shot, no carousel)
Streamlined product catalog (based on your finalized SKU list)
Basic SEO setup (page titles, meta descriptions, clean URLs)
Mobile-responsive design
Migration from current platform to Framer
May 1st launch coordination
2 rounds of revisions
What's not included:
3rd-party product review integration
Advanced SEO (keyword research, ongoing optimization)
Canadian distributor link section
Post-launch performance tracking and optimization
Sales-Ready Redesign (recommended)
$11,000
Best for: "Launch strong and optimize based on real sales data"
What's included:
Everything in Launch-Ready Build
3rd-party product review integration (Yotpo, Judge.me, or similar platform)
SEO foundation: keyword research, on-page optimization, Google Analytics + Search Console setup
Canadian distributor link integration (dedicated section or footer placement)
Visitor → sales conversion tracking setup
30-day post-launch optimization (I monitor performance and adjust product placement, CTAs, SEO based on real data)
3 rounds of revisions
What's not included:
60-day ongoing support (available in Authority tier)
Social media ad campaign landing pages
Why I'm recommending this: This tier gives you everything you need to launch competitively on May 1st and optimize based on what's actually working. The review integration builds trust (customers see real feedback), the SEO foundation gets Google ranking the new site structure immediately, and the 30-day post-launch window lets us adjust product hierarchy, CTAs, and messaging based on real visitor behavior, not guesses.
Authority Build + Growth Support
$13,500
Best for: "Launch Big Al's as a long-term sales engine with ongoing optimization"
What's included:
Everything in Sales-Ready Redesign
60-day post-launch optimization (monthly performance reviews, A/B testing, SEO refinements based on real traffic data)
Enhanced product page optimization (testing different layouts, CTA placements, image variations to maximize conversions)
Inventory management support (help you structure product additions/removals as catalog evolves post-launch)
Priority support (faster turnaround on updates, product additions, design tweaks)
Monthly analytics report (visitor traffic, conversion rates, top-performing products, SEO ranking progress)
4 rounds of revisions
Why this tier: If you want to actively refine Big Al's based on what's actually working in the first 60 days, this tier gives you that runway. We test product placement, CTA variations, and page layouts based on real visitor behavior — not assumptions. The extended optimization window means by the end of June, the site is dialed in and performing at its peak.
Timeline
Week 1: Strategy + Architecture
Kickoff call, finalize product list, build site structure
Site map approved
Weeks 2-3: Design + Build
Full site designed and built on staging URL
SEO, reviews, Canadian links integrated (depending on tier)
Your team reviews and provides feedback
Week 4: Launch Prep
Revisions complete, migration ready
Mobile testing, speed optimization, final QA
May 1st: Launch
Domain flipped to new site, zero downtime
Post-Launch (30-60 days depending on tier):
Performance tracking and optimization based on real sales data
Total: 3-4 weeks from kickoff to launch-ready
A Note on Pricing + ROI
I know you're evaluating multiple proposals, and some might come in lower. Here's what to look for when comparing:
What drives website cost:
Strategy first (product hierarchy, SEO structure, user flow) vs. just making it "look better"
Custom build vs. template (Framer custom build vs. WordPress theme modification)
E-commerce optimization (conversion-focused design) vs. static site
Post-launch support vs. "good luck after launch"
What this website should deliver:
If Big Al's gets 10,000 visitors/month and conversion improves from 1.5% to 3.5%, that's 200 additional sales/month
At $120 average order value, that's $24K/month in additional revenue
The website pays for itself in 2-3 weeks
I'm not the cheapest option, I'm the option that's scoped to actually move the sales needle.
Next Steps
1. Review this proposal and let me know which tier makes sense
2. Finalize the product list (I can help once you have sales data from the seller)
3. Send over any brand assets, field photos, or content you already have
4. Kickoff call to align on timeline and May 1st coordination
5. Contract signed, 50% deposit to start, 25% at homepage design approval, 25% at launch
Big Al's has the brand recognition. It just needs a website that matches the quality of the product. Let's get it done by May 1st. Looking forward to working together Luke!
Andru Bailey
Web Strategy & Design Partner