Wood Fired Pizza Ovens
Platform: Squarespace
Copywriting: BYKP
Photography: Client supplied
DIY Wood Fired Ovens is a Western Australian business that has been manufacturing and selling wood fired pizza oven kits since 1997. Despite a strong reputation and loyal customer base, their existing website was actively harming the business. Visitors were questioning whether the company was still operating, purely based on the site’s appearance and usability.
The client had previously provided mockups to another developer, expecting professional refinement. Instead, the final site lacked hierarchy, clarity, and credibility. The opportunity was to rebuild the website in a way that accurately reflected the quality of the product, reassured customers, and gave the owner full control over future updates.
Our Approach
The decision was made to move the site to Squarespace to provide a stable, low-maintenance platform that the client could confidently manage himself long-term. The structure was simplified into clear, purposeful pages: Home, Products & Prices, What’s Included in the Kit, Gallery, About, FAQs, and Quotes & Orders.
Design decisions focused on restraint and clarity. The layout prioritises readability, strong hierarchy, and real product photography, allowing the ovens and customer testimonials to do the work. Visual noise was removed, spacing was improved, and calls to action were made obvious without being aggressive.
SEO was considered from the outset. Page structure, headings, URLs, meta titles and descriptions were written intentionally to support search visibility for high-intent queries, while remaining natural and useful for real users. Technical explanations, such as base dimensions and installation guidance, were turned into clear, scannable content rather than dense diagrams alone.
To further polish the final result, a simple logo refresh was included to bring the visual identity in line with the quality of the new website, without undertaking a full brand discovery process.
How We Delivered It
The project began with a full audit of the existing site, content, and technical setup, including DNS and email hosting considerations to ensure no disruption to business operations during launch.
Content was rewritten and restructured for clarity, consistency, and SEO, using information provided by the client and existing materials. Product information, pricing, testimonials, FAQs, and technical specifications were migrated and refined, not simply copied across.
A prototype was created and approved before build, allowing for fast, focused revisions. The Squarespace site was then built page by page, with careful attention to mobile usability and accessibility. Revisions were minimal due to clear communication and a shared understanding of the project goals.
Domain connection and launch were handled with care, ensuring email services remained unaffected. Post-launch support was included to allow for refinements based on customer feedback, gallery updates, and ongoing SEO adjustments.
The result is a clear, credible website that reflects the longevity of the business, supports enquiries, and gives the client confidence in managing his online presence going forward.
Looking for a more considered approach to your website?
If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
