A concept brief for a high-end joinery workshop selling itself to architects and private clients. Built end-to-end to show the work — live client work shown on request.
Hartland is a concept brief for a four-person bespoke-joinery workshop on the edge of the Marlborough Downs — bespoke kitchens, libraries, built-in furniture, working with architects and private clients. The category problem: most workshop sites at this price point look like Etsy stores. The brief: a site that gets the workshop into architects' shortlists, with a portfolio that proves craft and a brief-form that filters for real budgets.
Get the workshop into architects' shortlists. Filter out the rest.
The four specific calls that defined this build.
Most craft sites lead with founder narrative. Architects don't care — they need to see the work first. Hartland leads with four projects, captioned with location, year, and joinery type. Founder story sits below.
Workshops at this price point treat materials as background — 'we use oak'. Hartland's materials section names cooperatives, kilns, and provenance. Architects spec from this page.
Every premium workshop quietly hides their lead times. Hartland states them on the homepage: '14 weeks. Booked through November.' Filters out clients who need next month, signals confidence about the queue.
Standard contact forms get spam. The Hartland enquiry asks for a paragraph, a Pinterest board, or architect's drawings. Real briefs come through; tyre-kickers bounce.
Every tool chosen on purpose, with a reason that beat the obvious alternative.
Static project pages stay fast as the portfolio grows. ISR on the index page revalidates when a new project lands.
Workshop lead writes new project entries from his phone after a finished fit. Two fields plus a body block — no field nobody fills in.
AVIF on Chrome, WebP elsewhere. Cabinet photography is detail-rich — the format negotiation matters more here than on most sites.
Enquiry form drops directly into a Notion board the team triages weekly. No CRM overhead, no Zapier cost.
Git-driven deploys. Workshop edits go through PRs the developer reviews.
Cookie-free, dashboard fits on one screen. Tracks which projects get the most inbound architect time.
The numbers a real engagement would be scored on.
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