A Black Hills forest-products brand's site, rebuilt to match the product line.
Dakota Rustic Collection is a Rapid City, SD forest-products company supplying American-made accent wall paneling, rustic furniture, and rustic crafts to everything from large commercial builds to DIY home projects. The site needed to do more than introduce the brand — it needed to actually show the product line and get found by the people specifying it. Currently in development — this page previews the engagement, and the new build is still in staging ahead of a public launch.
Snapshot
- Client: Dakota Rustic Collection (staging.dakotarustic.com)
- Industry: Forest products — accent wall paneling, rustic furniture & crafts
- Services: Branding, Development, API & Integrations, Discoverability — SEO & SMO
- Location: Rapid City, SD
The challenge
Dakota Rustic Collection sells an American-made product line built for two very different buyers — architects and contractors specifying accent wall paneling for large commercial builds, and homeowners tackling a DIY project — off of one mission-statement homepage with no dedicated product pages behind it. That's a hard site to find yourself on if you're searching for a specific product like rustic accent paneling or rustic furniture, and a harder one to buy from if a phone call is the only path forward.
The approach
We're building this as one connected engagement — brand, site, and search together — so the finished site can actually carry the product line instead of just introducing it. The brand refresh keeps the mark's hand-stamped, rustic character while modernizing the site around it; the rebuild gives commercial and DIY buyers their own path instead of one shared homepage.
- Brand refresh that keeps the existing mark's rustic, hand-stamped character while modernizing the site around it
- Individual pages for each product line — accent wall paneling, rustic furniture, rustic crafts — instead of one blended homepage
- Separate paths for commercial/trade buyers and DIY homeowners, since they're shopping for different things
- Local and national SEO structured around the specific products people actually search for
- Currently in staging, with final content and QA underway ahead of a public launch
Selling a product line that only fits on one page?
If your site can't tell your commercial buyers and your DIY customers apart — or can't be found by either one — that's a Development and Discoverability problem we know how to solve.
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