Where do you start when your website isn't performing?

Craftsman Book Company, traditionally a book publisher, was planning to transition to more software and online services. They wanted to make their aging e-commerce website more attractive and functional while increasing their sales. They were also curious is their portfolio of micro sites were contributing to the company’s bottom line and worth maintaining.

After a thorough analysis, the multiple microsites proved not to reflect the company’s brand cohesively and was causing an unfavorable user experience with a potential loss in organic traffic to the main website. Also, the technology that made up their main e-commerce site had limitations that make it difficult for their team to manage on their own.


Company brand guidelines were created to ensure cohesive messaging and aesthetic representation throughout all Craftsman Book Company’s print and web identities. They received a plan based on data analysis for consolidating all of their websites into one central e-commerce site. The site used Magento and WordPress technology for far greater flexibility. Theme templates were designed and developed to match their new brand guidelines, reduce bounce rates and improve conversions. SEO support was provided to ensure a smooth launch transition which increased organic traffic.


  • Website Audits
  • Digital Strategy & Marketing Planning
  • Search Engine Optimization (SEO)
  • Magento Theme Development
  • WordPress Integration

Relates Well to Small Business

When we were trying to decide if we were ready to hire AE Design Co., April Edwards, Lead Marketing Strategist, came in person. She impressed us, with an understanding of who we were and what we do. We could definitely tell that she had made an effort to understand our business.

ben moselle Craftsman Book Company
Ben Moselle

Brand Guidelines




Site Architecture


About April Edwards

Hello! I'm AE Design Co's lead Digital Strategist & Creative Director. For over 15 years, I've been helping busy businesses get a grip on their marketing to increase profits year-over-year.

Meet me!