Blue Margin
Website Redesign Proposal
Cover Letter
Hi Blue Margin Team,
It was great connecting with you and learning more about your goals for the website redesign. At Seventeenth & Blake, we specialize in solving business challenges through strategic design and digital execution—and we see a strong opportunity to transform your site into a high-performing, conversion-focused platform that reflects your position as a leader in data-driven transformation.
Your recent 2024 update may have missed the mark in areas like user experience, storytelling, and lead generation—but the foundation is there. What’s needed now is a redesign rooted in clarity, intuitive navigation, and messaging that speaks directly to your ideal clients.
As part of this project, we also plan to build a flexible, component-based landing page system—empowering your team to spin up targeted, conversion-focused pages quickly and efficiently without reinventing the wheel each time. This will support both ongoing campaigns and SEO initiatives, while giving you more agility across marketing efforts.
We’ve put together this proposal to outline how we’ll approach the redesign—from improving UX and elevating your brand voice, to integrating scalable SEO strategies that support your Transforming the Data (TTD) content series. Our goal isn’t just to build a beautiful website—it’s to build one that performs.
We’d be excited to partner with you and deliver a site that’s as smart and strategic as the work you do for your clients.
Talk soon,
Joe Malouff
Founder
Seventeenth & Blake, LLC
Nourish Your Skin. Share Your Story. Own Your Digital Shelf.
Imagine new customers discovering Audhumla Tallow for the first time, welcomed by a website that feels as nourishing and intentional as the product itself. Your brand is rooted in purity, ancestral wisdom, and deep care. It deserves a digital presence that not only educates but inspires, builds trust, and drives real growth.
Beef tallow is not just another skincare trend. It is a return to what works. In a world full of synthetic ingredients and overengineered formulas, Audhumla Tallow offers something rare: honest, time-honored nourishment. The right website should make that clear within seconds, turning curiosity into connection and browsers into buyers.
We are thinking of a clean, conversion-focused online store that brings your story, products, and values together in one seamless experience. One that educates gently, builds trust, and guides people naturally toward making a purchase.
But this will not just be a store. It will be your brand’s home. Through strong visuals, clear messaging, and an intuitive user experience, we will create a space that builds authority, extends your reach, and helps turn visitors into a loyal community that believes in what you do.
We believe in doing work that actually works. Not just something that looks good, but something that performs well and helps you reach your business goals. That means taking the time to understand your brand, your audience, and what really matters, so we can build something that solves problems and grows with you.
Your new site will feel clear, grounded, and intentional. It will meet every customer where they are, whether they are just discovering tallow or already believe in it.
We are excited to partner with you on this next chapter. Let us create something that feels like Audhumla: simple, powerful, and built to last
Joe Malouff
Founder
Seventeenth & Blake, LLC
Our Process
Our website design process is built to deliver a high-quality, customized solution, typically over the course of three months. Each phase is carefully planned and executed with your goals in mind, ensuring a collaborative and rewarding experience from start to finish. Here’s how we guide you through every stage—from Discovery and Design to Development, Deployment:
01 Discover
Every high-performing Shopify site starts with a clear understanding of your goals, your audience, and your product. During the Discover phase, we work closely with you to get to the heart of your brand and uncover what makes it truly unique. Through collaborative conversations and strategy conversations, we dig into your ideal customer’s mindset and map out how they’ll move through your store. This step sets the foundation for a site that looks great and performs with purpose.
02 Design
Once we’ve aligned on your goals, we move into the Design phase. This is where your brand starts to come to life through clean visuals, intuitive user flows, and thoughtful layout decisions. Every page is crafted to guide your customers toward action—whether that’s learning more, adding to cart, or checking out with confidence.
We design with proven UX strategies and mobile-first best practices in mind, keeping things both beautiful and effective. You’ll have two rounds of revisions to ensure everything feels just right for your brand and audience.
To help accelerate the timeline without sacrificing quality, we’ve also included a more affordable design option using pre-designed, high-converting layouts from Replo. These professionally built templates are optimized for performance and allow us to move faster while still delivering a custom, high-quality look and feel. It’s a smart way to stay efficient without compromising on conversion or polish.
03 Development
Once the design is finalized, we bring it to life with clean, scalable development tailored to your platform. For Shopify builds, we develop directly in Replo, a powerful visual builder that streamlines the process and gives your team the flexibility to manage content, update layouts, and launch new landing pages without touching code. This not only speeds up development but also empowers your team with greater control post-launch.
If your business includes subscriptions, we’ll integrate Recharge to deliver a seamless recurring order experience that boosts retention and simplifies backend operations.
We’ll also set up bundle-style offers using native Shopify variants, no third-party apps needed, so you can present tiered pricing that increases average order value while keeping your store lightweight and easy to manage.
04 Deployment
When your site is ready to launch, we make the transition smooth and stress-free. From setting up your Shopify store to connecting your domain and configuring key integrations, we handle all the technical details. If you’re migrating from another platform, we’ll seamlessly move over your products, collections, and essential content without missing a beat.
We’ll also take care of the initial setup and integration of Google Analytics and Search Console, so you can start collecting meaningful data from day one—on top of the built-in analytics available through Replo. After a final round of testing, we’ll go live with confidence, knowing everything is optimized and ready to convert from the moment your site launches.
Work Examples
Discover how Seventeenth and Blake brings bold ideas to life through expertly crafted websites on WordPress, Shopify, and HubSpot. Every project reflects our commitment to clarity, creativity, and measurable results—built for brands that want more than just a pretty site.
Your Investment
We view your website as an investment in your brand’s future. Below, you’ll find transparent pricing options designed to deliver exceptional value and lasting results—so you can choose the package that best fits your goals and budget.
Discovery / Design / Development (One Time)
*$8,000 - $16,000
Replo Page Builder / Conversion Focused Templates
$1,200/Year
Recharge Subscriptions (Direct)
$99/mo
Shopify (Basic) (Direct)
$29-$79/mo
*Pricing varies based on whether we’re customizing a proven Replo template or crafting a fully custom design from scratch.
If a Replo template is selected, we’ll spend time tailoring it to match your brand’s unique look and feel, this ensures the final result doesn’t feel cookie-cutter, but cohesive and on-brand. Planned template development includes: Homepage, Product Grid, Product Description Page, and our Story pages.
This estimate is based on our current understanding of your needs. If we decide to move forward, we’ll provide a more detailed Statement of Work (SOW) outlining specific deliverables, scope, and timelines.