Work / Godovi
Godovi: custom furniture, priced before you call
A first website for a family woodworking shop in Aleksinac. The shop existed only on Instagram: beautiful photos, but no prices, dimensions or lead times, and the same comment under every post: “Price?”. The goal: customers see what's been made and what it costs, enter their own dimensions and send an inquiry the shop can sketch from right away.
CONCEPTNot made for a client. The business, prices and reviews are made up.
What's wrong and how I think about it
The numbers on the image mark four decisions that replace the question “Price?”. For each one: what's wrong, what I decided and why.
A catalog with dimensions and “from” prices
What's wrong
Instagram shows the pieces, but not what they cost, what wood they're made of or how long the wait is.
Decision
A catalog of finished pieces, each with the wood, dimensions, lead time and a “from” price. Under each piece, a button: “This one, in my size”.
My thinking
Custom furniture sounds expensive until you see a number. A “from” price next to a real piece tells customers whether it's for them before they write.
A price estimate as customers enter dimensions
What's wrong
Every inquiry started with “how much for 160 × 80?”, so the carpenter had to work out a price for each customer.
Decision
A form with the piece, wood and dimensions, and next to it a card with an estimate that updates as the customer types. A photo of the room can go with the inquiry.
My thinking
The customer gets an answer right away, and the shop gets an inquiry with dimensions and wood, enough for a sketch. The estimate isn't binding, and the exact price arrives within 2 business days.
Wood, lead time and delivery on the first screen
What's wrong
Customers from Belgrade and abroad didn't know how long the wait was or whether delivery even reached them.
Decision
Under the buttons, three short answers: oak, walnut and ash, 3 to 6 weeks, delivery anywhere in Serbia.
My thinking
Those three questions come before price. When they're answered up front, inquiries are more serious.
Tree rings as proof, not decoration
What's wrong
In a photo, solid wood and particleboard look alike. The difference is the wood, and nothing anywhere talked about it.
Decision
Tree rings (godovi) only in the hero and logo. Further down, a cross-section of a trunk with its age (“This oak grew for 84 years”), three types of wood with the price difference, and two years of drying.
My thinking
The story of the wood explains the price without the word “quality”. Customers understand why the table costs more than one from a furniture store.
Before and after
Drag the slider across the phone: an Instagram post with price questions underneath, and the same phone with the new site.
The post, comments and site were made up for this example and don't show any real business.
How I'd measure success
This is a concept, so there are no results yet. With a real client, I'd track this:
Inquiries with dimensions
How many inquiries with dimensions come in each month, compared with “price?” messages.
Pieces that start inquiries
Which catalog piece an inquiry starts from (a hidden field in the form).
Google ranking
For searches like “custom oak table” and “carpenter Aleksinac”.
System
Forest green, brass for the rings and prices, cream like wood shavings. Brygada 1918 italic for headings and piece names, Albert Sans for dimensions and text.
Sto Morava 95.000 din