Leatherstocking Storage

Website redesign | Domain recovery | Migration to Squarespace

Two images of a storage unit website home page, showing portable and on site storage solutions, contact information, and a map

Leatherstocking Storage is a clean, climate controlled, on site storage facility located in Mt. Vision NY. Michael had a website built years ago when they first launched but the content hasn’t kept up with their growth. Michael purchased AJ Storage which expanded his solutions to include mobile containers.

He was stuck with two websites, one that he couldn’t update, and both of which weren’t reflecting what his business currently offers.

Overview

This project focused on consolidating two separate websites into a single, cohesive digital experience for Leatherstocking Storage. Each of the original sites represented different storage offerings, which meant fragmented information, inconsistent navigation, and outdated content.

The primary goal was to bring both businesses under unified ownership and transform them into one streamlined, user-friendly source for up-to-date information on all available storage solutions. This included restructuring site navigation, simplifying content, and ensuring clarity across all service offerings.

Now Michael has a website that reflects his recent business growth. With the website built in Squarespace, he can log in and update content anytime. He owns both domains to ensure his digital business assets remain secure. The new site provides a centralized hub for his services and the simplified navigation improves the overall user experience.

Project Goals

→ Recover the domain and content from the original Leatherstocking Storage website.

→ Gain access to the AJ CNY website to merge it with Leatherstocking Storage

→ Eliminate costly storage management enterprise software

→ Revamp the content to reflect both storage solutions

→ Simplify navigation and create easy contact points throughout the website

Before

The original Leatherstocking Storage website was totally out of date. It broke down the navigation into more pages than necessary, requiring multiple extra clicks to find information.

The AJ Storage website was already built in Squarespace. The content needed to be rebranded and integrated with Leatherstocking Storage.

A Series of website screen shots demonstrating the outdated layout of the previous website for Leatherstocking Storage

Screenshots of the AJ Storage website showing information about storage units, services, and pricing, including images of storage containers.

Process

Website Audit

I began by conducting a detailed analysis of the existing websites, reviewing content, layout structure, navigation flow, and visual consistency.

This audit revealed several key challenges:

Disconnect of visual styles across the two sites
Outdated pricing information
Too many pages resulting in confusing navigation

Structure Development

By simplifying and consolidating, I was able to reduce two websites, with multiple pages into a single two page website highlighting the different storage solutions.

Navigation was dramatically simplified to reduce friction
Variation for the hero section included a scrolling carousel or side by side feature
Visual identity was defined and consistent throughout the page

Visual Styling

I created a series of web friendly logos and icons to use throughout the website. This includes a light and dark full logo, logo marks, and general icons.

The color palette is inspired from their iconic signage that is located at the edge of their property.

To compliment the simplicity of the layout, I chose the font Verdana to use throughout which is clean and easy to read.

After

From 6+ pages down to just two, simplified the navigation and keeps all the important information front and center on the home page. The visual styling is contemporary yet brand aligned. An automatic scrolling carousel highlights the two types of storage solutions with the addition of portable containers.

A webpage for Leatherstocking Storage Inc. offering secure and flexible storage solutions in Central New York. The page features a scenic background image with trees and a building, a header with navigation links, and a green call-to-action button with contact information. Sections describe on-site and portable storage options, with images of storage units and containers, along with contact details and a map showing the company's location.

Website homepage for Leatherstocking Storage Inc., advertising on-site and portable storage options with images of storage units, contact information, and a map of the location.

Website homepage for Leatherstocking Storage Inc., offering secure and flexible storage solutions in Central New York. Features include on-site units and portable containers, with contact and location details, images of storage units, and a map of the company location.

Results

Full website ownership

Michael now owns the website domains and all the content. He can log into Squarespace anytime to update an image, rates, or contact information.

I remain as a backup admin for anytime he needs help with SEO adjustments, a broken form, or major content changes.

Brand Aligned

Leatherstocking Storage now has brand elements suitable for both print and digital applications.

The logos, fonts, and colors can be utilized for business cards, flyers, and social media posts. This saves time and creates brand recognition.

No click navigation

The information has been consolidated into one simple home page. Service types and rates are just a short scroll down from the top page, no clicking required.

The visitor can scroll just a bit further to the bottom of the page to find the storage locations and get in touch with Michael.

If you’re ready for these type of results, lets talk

I want to know your business goals and website pain points. Book your completely free, no pressure discovery call to see if we are a good fit to collaborate.

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