Project Overview
We’ve digested your answers and pulled out the items we felt were important to discuss along with some questions to follow up on.
Mission Statement
In the heart of Maine, we work with some of the finest black walnut and luxury hardwoods available - selected for scale, clarity, and exceptional grain.
We are a privately owned business, driven by a genuine passion for timeless material and the people who value it. Our aim is to share that passion through distinctly enduring pieces, crafted from wood that carries presence, character, and longevity.
We sustainably source raw green logs and manage every step in-house: cutting, milling, and kiln drying to precise specifications. From large-format slabs and dimensional lumber to precision gun stock blanks, our process is vertically integrated by design - eliminating the middleman and delivering uncommon material directly to luxury builders, designers, craftspeople, and private collectors.
This level of control allows us to offer one of the most distinctive selections of walnut slabs and hardwood stock on the East Coast, built for those who share our respect for material integrity, provenance, and results that stand the test of time.
Target Audiences
Craftspeople & Woodworking Professionals
Furniture Makers, Millwork Contractors, Commercial Millwork & Casework Shops, Stair & Railing Fabricators, Artists, Sculptors & Functional Art Studios
• Age: 18–80
• Industry: Furniture, Millwork, Architectural Wood, Fine Art
• Education: Tradesman – GED To Masters
• Primary Goals: Purchase exceptional walnut slabs and dimensional lumber to create custom furniture, cabinetry, stair systems, architectural millwork, and functional art where grain, scale, and material integrity are central to the finished work.
Builders, Contractors & Specialty Fabricators
Finish Carpenters / GC Contractors, Luxury Home Builders / Design-Build Firms, Hospitality & Restaurant Builders, Marine & Yacht Interior Builders, Estate Restoration & Historic Preservation Firms
• Age: 18–80
• Industry: Residential, Commercial, Hospitality, Marine, Restoration
• Education: Tradesman – GED To Masters
• Primary Goals: Source reliable, high-quality walnut slabs and dimensional hardwood for residential and commercial builds, including countertops, stair components, beams, trim, millwork, and specialty architectural features—often as signature elements that elevate project value.
Designers & Specifiers
Interior Designers & Architects
• Age: 18–80
• Industry: Residential & Commercial Design
• Education: BFA – Masters / Licensed
• Primary Goals: Specify statement-grade black walnut slabs and hardwood stock for high-end residential, hospitality, and commercial projects—used in custom furniture, surfaces, stair features, wall accents, and architectural focal points.
Private Buyers & Enthusiasts
Homeowners, At-home wood project enthusiasts, Small business owners sourcing material for contractors
• Age: 18–80
• Industry: Residential / Small Business
• Education: Tradesman – GED to Masters
• Primary Goals: Purchase premium walnut slabs or dimensional lumber for personal projects, home upgrades, or to supply contractors—seeking rare material, guidance, and confidence in quality.
Firearms & Precision Wood Buyers
Gun Owners & Gun Manufacturers
• Age: 18–80
• Industry: Firearms
• Education: Tradesman – GED to Masters
• Primary Goals: Purchase premium black walnut gun stock blanks and precision hardwood components for custom rifles, pistols, and shotguns where stability, grain orientation, and craftsmanship are critical.
Primary Actions
What are the primary actions you want a user to take when coming to your site?
- Shop
- Add to Cart
- Contact Us
- Request a Quote
Goby Walnut
Reason why we like:
Video, Sustainability, feel of website and story telling.
Photos of each slab and easy shopping & checkout experience.
No free Freight- LTL quote to dimensions of slab is instantly quoted as well as gives options to call office for more custom quote if there are special instructions
Competitors

GL Veneer
Selling High quality Veneer and wood slabs in west coast with big variety or species and inventory

Berkshire Products
Selling Wood Slabs

Lumber Shack
Selling Wood Slabs

Goosebay Sawmill & Lumber
Like the way they list and explain their wood, using SEO and marketing to target local consumers
Website Selects

Iron Lumber
Simular category focus as ours. Slabs & lumber

Thos. Moser
I like how the homepage is designed; it creates a direct, personalized experience for each visitor, guiding them effortlessly to the products. The layout encourages simple, intentional actions that make a lasting impression, whether the customer buys immediately or returns later to make a purchase.
UX/UI Examples
Clear Navigation & Search
Prominent search bar, logical category navigation with mega-menus, Sticky headers for constant access to cart/search/menu, Breadcrumbs on product pages
Product Filtering
Always visible, filters shouldn’t reset on navigation, show active filters at the top
Strong Product Page CTAs
Primary CTA: Add to Cart, Clear product title + price, reviews?Variant selectors (size, color), Trust badges + guarantees
Smooth Checkout Flow
Autofill-friendly forms, minimal steps (or single-page checkout), Progress indicators, multiple payment options
Vital Website Selects

Green Mountain
Clear menu structure, great use of imagery and video showing the work in action, simple + clean yet professional

Big Green Egg
Brand driven, product centric, lifestyle photography, more inviting, using a trendy serif font to give it more personality

Marshwear
Outdoor/lifestyle focused, natural, muted palette giving a laid back, nature oriented feel

Rugged Trailer
Product first design, looks professional with a little decorative flair, fitting an industrial / outdoor brand
Thank you for your time!
We’re excited to get started on your project! Your AM will be reaching out shortly with next steps.






