Work — Website & Brand · Yorba Linda · 2026
Ridgecraft
Ridgecraft builds premium mobile coffee and bar carts in Yorba Linda. Everything is cut on a CNC and finished by hand.
The offer should explain itself before anyone picks up the phone.
The problem
Four product tiers, and the middle one was quietly eating the business. Semi-custom meant endless estimates, scope debates, and change orders for the thinnest margin in the shop.
The old site made it worse. It was hard to read on a phone, and nearly every buyer arrives from Instagram, on a phone.
The editorial choice
Cut the tier that was doing the damage. We rebuilt the offer into three clear lanes: a DIY on-ramp, a turnkey Signature line you can buy without a call, and a bespoke Elite tier for the builds that earn it.
Then we published the specs the competition hides — materials, load ratings, lead times, warranty. Buyers stop guessing and self-select.
The work
- A mobile-first website rebuild, live in preview
- A three-tier offer, priced and routed so each lane protects the next
- Sales scripts for retiring semi-custom without losing the customer
- A standard FAQ and competitor battlecards for the sales team
- A relaunch plan tied to an in-person open house
What changed
The offer explains itself. A buyer picks a lane instead of opening a negotiation.
The shop’s time goes back to building carts, not rewriting quotes.
Live in preview, with real cart photography still to come.