From GoDaddy Template to Heirloom Brand - How We Rebuilt Riders Up's Online Store

Some products can't be sold the way everything else is sold online. They require context. They require story. They require a website that makes you feel something before you ever add anything to a cart.

Riders Up custom lawn jockeys are exactly that kind of product.

The Problem with the Old Site

When Katy Jones, owner of Riders Up, came to us she was running her business off a GoDaddy template. It worked in the basic sense - products were listed, orders could be placed - but it wasn't doing justice to what she actually sells. A hand-painted, heirloom-quality lawn jockey made to order isn't an impulse purchase. It's a considered one. Buyers need to understand the craft, feel the heritage, and trust that what they're getting is worth the investment. A generic template communicates none of that.

The site looked like a thousand other small e-commerce stores. Riders Up is not a thousand other small e-commerce stores.

The Approach

We rebuilt customjockey.com from the ground up in Framer with one primary goal: make the site feel as handcrafted as the product itself.

The design leans into the Kentucky equestrian tradition that defines the brand. Deep greens, warm earth tones, and photography that puts the pieces in context - front porches, estate entrances, the kind of settings where a Riders Up jockey actually belongs. The hero section leads with "A Grand Kentucky Tradition" because that's exactly what this is. Not a product category. A tradition.

The information architecture was restructured to guide buyers through the decision naturally. Shop by material — concrete, aluminum, or desktop cast iron. Request a custom finish. Submit a restoration inquiry. Each path is clear and leads somewhere specific rather than dumping visitors into a generic product grid.

Telling the Story

One of the biggest improvements over the old site was creating space for the brand narrative. The "Rooted in Kentucky Tradition" section does the work that a template simply can't - it explains why these pieces matter, what they represent, and why each one is finished by hand and made to be displayed with intention.

That kind of storytelling is what separates a purchase from an experience. Buyers aren't just ordering a lawn ornament. They're investing in something that feels like it's always belonged on their property.

The Results

Since launching the new site Katy has seen a significant improvement in conversion. More visitors are completing purchases, and the site is attracting the kind of customer who understands the value of what Riders Up makes — which means fewer price objections and more satisfied buyers.

The gallery section has also become a meaningful sales tool. Seeing the pieces displayed on real properties, in real settings, does more selling than any product description could.

What We Built

• Custom Framer e-commerce site replacing a GoDaddy template
• Full brand redesign reflecting the Kentucky equestrian heritage
• Structured product catalog across three product lines
• Custom request and restoration inquiry flows
• Gallery showcasing real installations
• Mobile-optimized throughout

If your product deserves better than a template - and most products do - we'd love to talk about what a purpose-built site could do for your business.