SUCCESS STORIES

Walters Woodworking

East Peoria, Illinois

Their Story

Walters Woodworking is a high-end woodworking and renovation company known for its craftsmanship, precision, and commitment to excellence in Central Illinois.

When they reached out, their existing website was built on an outdated, industry-specific platform that failed to capture the sophistication of their work or compete with other high-end renovation and home project companies.

Beyond design, the Walters team wanted a website that functioned like a well-oiled machine: one that could guide warm leads from initial inquiry to signed contract seamlessly.

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Michael Walters, Owner of Walters Woodworking

“Working with Francie has been an excellent experience from start to finish. She took the time to understand my business, listened to my ideas, and turned them into a website that looks professional, loads quickly, and functions seamlessly. If you’re looking for a website designer who is creative, reliable, and genuinely invested in your success, I highly recommend them!”

Our Strategy

We rebuilt the Walters Woodworking website on Squarespace, combining beauty with functionality. Our approach included three key layers:

  • SEO + GEO Strategy: We optimized for local visibility, targeting renovation and cabinetry projects across Central Illinois to increase search-based inquiries.

  • Conversion Strategy: Every page was intentionally designed to lead visitors toward the intake form, streamlining the path from interest to consultation to contract.

  • Portfolio Development: We created a showcase for two recent projects that highlight the company’s craftsmanship and design capabilities helping potential clients visualize the quality and scope of their work.

We also leveraged Squarespace’s built-in CRM features to automate lead management and crafted a modern, mobile-optimized design that positioned the brand alongside the region’s top-tier renovation firms.

A highlight of this project was partnering with our preferred brand photographer and service partner, Hannah from Always Flourishing Photography. Their stunning imagery added warmth, texture, and authenticity giving the website soul, conveying a strong emotional connection to Walters Woodworking’s story, and instilling trust.

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Their Results

The finished website now positions Walters Woodworking as a true competitor among high-end renovation and cabinetry firms.

It’s visually stunning, mobile-optimized, and strategically built to convert inquiries into paying clients through an organized, user-friendly backend system.

The brand photography brings their craftsmanship to life, while the site’s structure supports both growth and efficiency.

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Meet the Magic Makers

  • Francie Hinrichsen, founder of Founding Females, with wavy hair wearing a sparkly top, holding a laptop in one hand and a smartphone in the other, smiling in front of a curtain backdrop.

    Francie Hinrichsen

    FOUNDER & CHIEF WEBSITE STRATEGIST

    Meet Francie!
  • Brand photographer, Hannah Knight of Always Flourishing Photography, who is well known for her high quality brand shoots, chic photography rental studio, and community over competition vibe.

    Hannah Knight

    BRAND PHOTOGRAPHER & VISUAL STORYTELLER

    Meet Hannah!
  • Dr. Kristen Strom, mindset and speaking coach, dressed in black clothing standing in front of a plain white wall, smiling with arms outstretched as gold confetti falls around her.

    Dr. Kristen Strom

    MINDSET & SPEAKING COACH

    Meet Kristen!

  • Systems expert, Bre Henderson, celebrating with gold confetti, holding a champagne glass, smiling, against a plain white wall.

    Bre Henderson

    BUSINESS SYSTEMS QUEEN

    Meet Bre!
  • Young woman with brown hair smiling, holding a camera in her right hand, with a tablet in her left hand, and a smartphone on a tripod stand next to her against a plain white background.

    Abbe Ogle

    SCROLL-STOPPING SOCIAL CONTENT STRATEGIST

    Meet Abbe!

Business Services That Keep You Running

  • Woman in black blazer and leather pants typing on a laptop in a modern kitchen.

    Conversion-Focused Website Design & Management

    From new site builds to strategic refreshes and ongoing maintenance, we design sites that look stunning, function well, and convert consistently with optimization strategy.

    New websites starting at $4500

    Management starting at $399/month

  • Two women in a mastermind sitting on a beige carpeted floor, one holding a disposable coffee cup and the other using a laptop.

    Brand Photography and Visual Storytelling

    Brand photography and visual storytelling create scroll-stopping, story-driven imagery that helps your brand stand out, build credibility, and be remembered.

    Starting at $950

  • Four women sitting in a cozy room with brick walls, engaged in conversation. Two women are seated on a black sofa, smiling at each other, one holding a laptop. A woman with tattoos sits in a beige armchair, gesturing with her hands. A round wooden coffee table with a large flower arrangement, notebooks, and phones is in the center.

    Business Systems Design

    Business systems design and development create streamlined, behind-the-scenes workflows that support sustainable growth and help businesses run efficiently and consistently.

    VA Services starting at $300

    Systems Consultation and Implementation starting at $1200

  • Two women dressed in light-colored suits taking a selfie in front of a white background.

    Strategic Social Media Content Creation

    Strategic social media content creation turns consistent, value-driven content into meaningful engagement, qualified leads, and repeat visibility.

    Starting at $2000/month

  • Dr. Kristen Strom, mindset and speaking coach, dressed in black clothing standing in front of a plain white wall, smiling with arms outstretched as gold confetti falls around her.

    Mindset Coaching and Speaking

    Mindset coaching and speaking empower individuals and teams to shift their thinking, strengthen self-belief, and show up more confidently in life and business.

    Group Coaching starting at $200/month

    1:1 Coaching starting at $750/month

  • Woman-owned business providing SEO, GEO, and conversion services

    Paid Ads Through Google and Meta

    Ready to scale traffic? We have a trusted partner who can help with paid acquisition. Paid advertising uses data-driven strategy and targeted campaigns to put your business in front of the right audience and drive measurable, scalable growth.

    Starting at $3500/month, including ad spend

Let's Work Together 
We’d make a good team.
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