How I rebuilt Newburgh Mercantile’s website after 2 previous web designers failed
Not every website story starts fresh. Jacqui and Eric of Newburgh Mercantile came to me after working with two other web designers, spending thousands of dollars, and still not having a finished website to show for it. This is the story of how we finally got it right.
The Challenge: A DIY Site That Didn't Match the Brand
Newburgh Mercantile is a locally owned gift shop and custom picture framing business right here in Newburgh, NY. Jacquelyn and Eric needed a site that could actually represent their business online, but by the time they reached out to me, they'd already been burned twice.
Despite working with two previous web designers and investing thousands of dollars, they were left with an incomplete website that made it hard for customers to even find them, let alone connect with them. They felt frustrated and unsupported, having worked with designers who lacked organization and didn't bring them into the process.
The Before
The Goals: A Website That Finally Reflects Who They Are
Jacqui and Eric's goals for the new site went beyond just "get it finished." They wanted:
A modern, fun Squarespace website with pops of color
A way to share their story as a local, Black- and female-owned business, and connect authentically with their community
Clear presentation of both their gift shop offerings and their custom framing services
An inviting, artistic online experience that reflects their brand's personality and builds trust with customers
The Process: A 2-Week Foundation Rebuild, Done Right
This project went through my Foundation package - a custom 6-page Squarespace website built for desktop and mobile, with Google Analytics and Search Console connected, a personalized walkthrough recording, and a color palette curated specifically for their brand.
Given what Jacqui and Eric had already been through, communication and organization were front and center for this project. I made a point of keeping them involved at every step and asking the right questions along the way, so the final site reflected exactly what they wanted, and not just what I assumed they wanted.
The Result
The finished site gives Newburgh Mercantile a colorful, welcoming online home that finally does justice to their gift shop and framing services - and to their story as a local, Black- and female-owned business.
Take a scroll through Newburgh Mercantile’s new Squarespace website:
Here are Jacqui and Eric’s feedback:
“We worked with 2 other web designers, spent thousands, and our website was not done. It was a lovely experience working with Christina, and we are recommending her services to other business owners. Customers have complimented the appearance of our website and how easy it is to navigate. Christina was well organized and followed up timely. She asked questions that helped us be part of the design process, so the website was exactly what we wanted.”
“Shortly after the website launch, we received more foot traffic. When asked how they found us, they said our website popped up on Google.”
Why This Approach Works
Stories like Newburgh Mercantile's are exactly why organization and communication matter so much to me. A website project shouldn't leave a business owner more frustrated than when they started. I built my process to make sure clients are part of every decision, and that a two-week timeline actually means two weeks; not months of delays.
As a fellow Newburgh business owner (and as a certified military spouse, female, and minority-owned studio myself), I understand what it means to build something that genuinely reflects who you are, and how disheartening it is when that gets lost along the way. That's part of why this one felt personal, and it's the same care I bring to every project, local or remote.
Ready for a Website Experience Without the Headache?
If a past web design experience left you frustrated or with an unfinished site, let's change that. My Foundation package can have your new Squarespace website live in as little as two weeks - and you'll be part of the process the whole way.
