Case Study: Arrow Timber Framing

Craftsmanship meets Luxury

Arrow Timber Frame’s Owner came to MEQ because he wanted an improved design for his website and a new brand look.

For the brand, the client wanted to maintain an old-world feel, but in a way that communicated luxury. Luxe is often black and white, and very minimalist, but with this design, it was important to present the organic aspect of the timbers. Also, the current website contained mostly black, dark red, and dark gold, which felt heavy. The client wanted to lighten things up a bit and give a clean and professional feel. A slight twist on the colors, plus the introduction of a gray-blue and dark brown complimented the bold colors creating a balanced color palette.  Once the logo and branding guidelines were established, we started to work on the design for the website. 

Website Redevelopment – Redefining the user experience

This website was complex with volumes of content and images across many projects that was developed over a decade. In time, content continuity was lost, and with it the user experience became null. The client wanted to addressed the following concerns:

1. No logical organization of images and content
2. No internal connects between related topics
3. No known user data to understand how users were using the website
4. Blogs needed editing and proofreading

Website Plan of Action

1. We conducted an audience analysis  to identify the needs of both B2B and B2C customers (3 segments.) Each required a unique point of entry into the site
2. Client interviews were conducted to better understand their needs
3. New pages of copy were written for the entire website (over 50 pages)

SEO Improvement – Site Traffic Exploded

With the new design and user experience, the user would never have to hit the back button again, so this improved the quality score of the site. In addition, we optimized the site to an A+ rating so it was light and responsive. This too improved the quality score for site health. Site traffic grew as a result of new organic SEO. We provided the client with an SEO formula for his team to follow, and, after years, this copy continues to perform well search engines based on  2025 feedback.

TRAFFIC RESULTS: In the first year of analysis, in 2019, annual site traffic was about 25k monthly users. In the most recent report of site traffic, the traffic exceeded 106k. That’s roughly a 700% increase in website traffic over five years.

Other Services

Arrow relied on MEQ’s content and design expertise for their Employee Training Manual and Arrow’s hardback tabletop book ‘The Art of Hybrid Timber Framing.’

They also engaged MEQ for Public Relations work which resulted in 9% customer growth. 

Now,  Arrow enjoys a stunning brand to match the big, bold, and beautiful timbers they crafted. Check out the look of the original website found on our article about using black backgrounds in advertising.