Brand Development • Webflow • Photography • Quote UX
Hemingway Woodshop is a handcraft woodworking business in Eagan, MN. The owner wanted a brand that honored the handmade nature of the work and rooted it firmly in Minnesota. He also needed a website that showcased his work clearly, let users find projects similar to their own needs, and made the quote process actually manageable.
The biggest issue Hemingway Woodshop faced was twofold: showcasing the full range of what they offer, and making the quoting process functional. Clients didn't understand their options — wood species, stains, epoxy finishes, logo engravings — and had no visual reference to inform their decisions. The result was quotes that required extensive back-and-forth and often stalled.
The site was structured around multiple categorized galleries — one per page type, plus a full filterable master gallery — so users could find specific items quickly or browse everything at once. A dedicated wood species page was added so clients could see both finished and raw wood before requesting a quote. The quote form itself was redesigned to be more guided without being overwhelming, walking clients through their options step by step.
The site launched September 2, 2025 and Hemingway Woodshop reported a 12% higher conversion rate — measured as visitors who completed the quote form. The filterable gallery and guided quote process replaced a workflow that clients previously couldn't navigate on their own.
We experienced a 12% jump in leads from our site after launching with AMUX Designs.
