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 Kovacs — 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
Timeline: 3 weeks from kickoff to launch-ready
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
$12,500 (recommended)
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 (monitor performance, adjust product placement, CTAs, SEO)
• 3 rounds of revisions
Timeline: 4 weeks from kickoff to launch + 30 days post-launch optimization
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
$15,000
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)
• Advanced SEO: competitor analysis (Dive Bomb Industries benchmarking), backlink strategy, content recommendations
• Social media landing page templates (custom landing pages that match campaign messaging)
• Priority support (faster turnaround on updates, product additions)
• Monthly analytics report (visitor traffic, conversion rates, top products, SEO ranking progress)
• 4 rounds of revisions
Timeline: 4 weeks from kickoff to launch + 60 days post-launch optimization
Full support included across all areas — nothing held back.
Why this tier: If the goal is to scale Big Al's beyond where it is now and compete aggressively with Dive Bomb, this tier gives you the infrastructure to do it. The extended optimization window means we're constantly refining based on performance data. The advanced SEO work ensures Big Al's starts ranking above competitors for high-intent search terms. And the social media landing pages support paid campaigns if you decide to run ads later.
Timeline
• Week of March 10: Kickoff call, finalize product list, strategy session
• Week of March 17: Site architecture approved, design begins
• Week of March 24: Homepage + product page designs delivered for review
• Week of March 31: Revisions complete, migration prep begins
• April 7–21: Staging site live for your team to review and test
• April 28: Final QA, redirects set, launch prep complete
• May 1: Site goes live (domain flipped, old site replaced)
• May 1 – June 1: Post-launch optimization (Sales-Ready + Authority tiers)
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, 50% 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.
Andru Bailey
Web Strategy & Design Partner