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Marketing Site · 2026

Heritage American Woodworks

Heirloom hardwood furniture, commissioned from anywhere in the country

One maker in Bonita Springs, Florida, building solid hardwood dining tables, desks and libraries to commission for homes across the country. The site is a brass plaque on walnut: Caslon, a stepped diamond taken from the shop's own mark, and shop drawings that sketch themselves onto the page. Every page ends in the same two ways in, a call or a short commission form, and no page names a price, because every piece is quoted after the consultation.

Visit heritageamericanwoodworks.comLive · replaced Squarespace on its own domain
heritageamericanwoodworks.com
Heritage American Woodworks: Heirloom hardwood furniture, commissioned from anywhere in the country
Mobile performance on the home page
99Mobile performance on the home page
Ends in a call or a short commission form
Every pageEnds in a call or a short commission form
AI-friendly checks passed
9 of 9AI-friendly checks passed

Measured on the live site

Read off heritageamericanwoodworks.com, not a staging copy. Lighthouse on its default phone profile, the median of three runs.

Lighthouse, on a phone

7 October 2026

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  • 99
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    Best practices
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    SEO

  • Process

    /process
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  • Start a piece

    /contact
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9 of 9

AI-friendly checks passed

What an assistant reads before it recommends a business: robots.txt, the llms.txt and the structured data. Run the same checker on your own site.

Score my site

  • LocalBusiness, Service and BreadcrumbList

    The shop on every page and each of the five pieces as a Service, with no Offer and no price, by the rule the site keeps.

  • A link preview for every page

    All 12 pages in the sitemap draw their own card: the brass plaque on walnut, with that page's title.

  • 15 assistants admitted by name

    robots.txt names each crawler, and points at an llms.txt read from the same file as the pages.

The problem

The old site was Squarespace 7.1. Four of its five category pages still carried the template's demo copy, the journal had no posts in it, and the mark in the header was a screenshot. Nothing on it said that this is a shop where twelve seats is an ordinary table and most pieces are crated for a house in another state. Every sale here begins with a conversation, so the site has one job, which is to start one.

What got built

A world of its own, taken from the three traditions the shop names as its influences: Libre Caslon Display, the Colonial face the Declaration was set in, over Jost, a geometric sans with 1920s bones, in walnut, brass and cream, with a real night palette that is the same walnut under a shop lamp. The one ornament is a stepped diamond redrawn as a vector from the shop's mark. The motion is brass laid down by hand: rules that draw themselves out, and a shop drawing per piece and per step that sketches itself in, stroke by stroke, because step two of a commission is a sketch. Every fact on the site lives in one file, and the pages, the structured data, the link previews and the llms.txt all read from it. The commission form is a server action that works with JavaScript off and keeps the visitor's answers out of the address bar, and each inquiry reaches the maker as a designed email in the shop's own walnut and brass.

Details worth naming

  • Commission A Piece is the first button in the header and the last in every closing band, with the phone number, call or text, beside it on every page.
  • A page for each of the five pieces the shop builds, with the maker's own words, a sketch of the piece, and what the consultation decides, from seat count to edge profile.
  • A commission form of six short questions, none of them a measurement: a rough idea is enough to begin, and the page says what happens after it is sent.
  • The copy went through the maker's own review and reads in his words for his work: solid, substantial and weighty, tops edge-glued from solid boards, every piece built for a room rather than to it.
  • Each inquiry arrives as an email in the shop's own palette, with a Reply button addressed to the visitor and a Call button when they left a number.
  • Every address the Squarespace site used redirects permanently to the page that replaced it, so nothing that linked to the shop broke.

Inside the product

Captured from the live site on 7 October 2026, in its day palette and, for the last frame, its night one.

A page for each piece: the maker's own words, a sketch of the table that ends on a dimension line, what the consultation decides, and two ways to begin
A page for each piece: the maker's own words, a sketch of the table that ends on a dimension line, what the consultation decides, and two ways to begin

Sister

Found the man for Mom's table. Twelve seats, and he delivers white glove, even up here.
The link preview for the dining tables page: the shop's diamond and name, Dining tables in Caslon, its one-line description, and Bonita Springs with the phone number

Dining tables | Heritage American Woodworks

heritageamericanwoodworks.com

Delivered

What a link to the dining tables page looks like when it is texted: the brass plaque on walnut, drawn for that page, with the shop's town and number along the bottom.
How a commission runs, in the maker's own words, each step with a shop drawing that sketches itself in as it scrolls into view
How a commission runs, in the maker's own words, each step with a shop drawing that sketches itself in as it scrolls into view
The commission form: six short questions and none of them a measurement, with the phone beside it and what happens next under it
The commission form: six short questions and none of them a measurement, with the phone beside it and what happens next under it
Smaller pieces cut from the offcuts of the same boards, in the shop's own photograph
Smaller pieces cut from the offcuts of the same boards, in the shop's own photograph
After dark, the same walnut under a shop lamp: a second palette designed in its own right, around the shop's photographs of its own timber
After dark, the same walnut under a shop lamp: a second palette designed in its own right, around the shop's photographs of its own timber

Next project

Ace Financial

Bookkeeping that speaks Formula 1, not Bank

Read it

Tell us about the business.

What it does, where, and what the website has to make happen. Within a day you will have a straight answer on what it takes to build, what it costs to run, and what we would cut. If the honest answer is that you do not need a new site, that is the answer you get.

Start your projectSee the proof first

Or skip the form entirely. hello@pinelandtech.com reaches a person, not a queue.

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