The brief

Oak & Ember builds chairs and tables to order. Every enquiry started with the same three questions: how long, how much, and can it be a different wood.

Their old site was pretty but hid all three answers behind a contact form.

What I did

I put a plain timeline on every piece, with honest ranges for price and wait, and a wood chooser that changes the photo and the note underneath.

The enquiry form asks only what the makers need: piece, wood, room size, and when. Everything else happens in a conversation.

What changed

Emails about lead time dropped by half, and the enquiries that arrived were better prepared.

The workshop now sends new customers the same page link in every reply.