Turner Home
The Problem
Turner Home, a 4th generation family-owned furniture retailer in Northeast Florida, had outgrown a generic website that didn't reflect their brand. They needed a destination-focused site that prioritized in-store visits over e-commerce. My role was to translate a complex identity into a clear, coastal, high-end digital experience.
My Process
Discovery
I led kickoff and branding calls to dig into Turner Home's story, audience, and goals. A detailed design questionnaire surfaced aesthetic preferences, brand boundaries, and the context of their rebrand as the furniture store split off from the family's Ace Hardware business.
Strategy
I built a tiered content priority framework for every page so top messages led and support followed. I anchored every layout to the "destination store worth the drive" positioning, leading with imagery instead of promotions.
Design
I designed layouts around coastal lifestyle photography and a light, airy palette of black, white, navy, rich blues, and sage green. Every page had to feel cohesive while letting top brands like Lexington and Tommy Bahama stand out.
Development
I built the site on the FurnitureDealer.Net platform, used Rodeo CMS for content management, integrated Laurentide for lead generation, and configured Google Analytics so post-launch performance could be tracked from day one.
Planning & Scaffolding
Results
- A brand-aligned destination experience. The launched site replaced a generic template with a coastal, high-end design that finally matched Turner Home's in-store experience. The visual direction, page hierarchy, and imagery-first approach were design decisions I implemented end to end.
- A scalable content system the client could actually use. By building structured page outlines and training the client on Rodeo CMS, I set Turner Home up to maintain their own site instead of relying on outside help for every update, directly addressing their frustration with past partners.
- Traffic growth in the first full quarter post-launch. Q3 reporting showed 19K users (+29%) and 24K sessions (+35%) over the prior quarter, with direct traffic up 67% and organic social up 163%. The new site gave the brand a destination customers sought out by name.
- Category landing pages that carried real weight. The room and outdoor landing pages I outlined and designed ranked among the site's most-viewed pages in Q3, second only to the homepage, confirming that the browse-first structure matched how Turner Home customers actually shop for furniture.
Client Feedback
Rated 5 out of 5 stars
“Working with Garrett and the FDN team was night and day compared to our previous provider. The design portion was outstanding. I barely had to articulate what we wanted, Garrett was able to take it and run with it, and the result looked great. The entire rollout, from design to staging to launch, felt perfectly timed. The team was always clear on what they needed and when, and the project management kept us on task the whole way through. A solid 10 out of 10 experience on our end.”
