Case Study: Aveling/Ray achieves a high-converting, SEO-friendly Offerman Woodshop store with WooCommerce

Offerman Woodshop & WooCommerce Community, Craft, Quality

Offerman Woodshop is a collective founded by actor Nick Offerman that makes small-edition goods and custom furniture with an emphasis on sustainability, local materials, and craft. As the shop grew it outgrew its original platform, needed to accommodate very different audiences (gift shoppers, woodworkers, and custom-furniture clients), and required clearer product information, better shipping and fulfillment for heavy items, and a site that reflected Nick’s distinctive voice while improving conversions.

Aveling/Ray rebuilt the store on WordPress and WooCommerce, redesigning navigation, creating reusable product components, and adding a separate content-driven flow for custom builds. They used the REST API, ACF, shipping integrations (USPS, ShipStation) and tailored copy to preserve the brand’s tone. The result: a clearer, more engaging user experience, streamlined fulfillment and admin workflows, improved conversion paths, and marked improvements in search rankings for custom-furniture queries.

Aveling/Ray

Nick Offerman

Founder