G&G Upfitters Website Redesign
Modular camping for the modern camper
CATEGORY
CASE STUDIES
DATE
JULY 2023 - AUGUST 2023
How the Project Started
G&G Upfitters came to us with a clear goal. They had a Squarespace 7.0 site that technically worked, but it didn’t fully represent their brand or the heart of their flagship product, the Quest Nest™—a modular camping system designed for SUVs.
They wanted a site that felt warm, adventurous, and family-centered, while still being clear and practical. The buying process needed to feel transparent and approachable, especially around entry pricing and custom builds. Our job was to take what they had, move it onto Squarespace 7.1, and turn it into a site that matched the way they actually serve their customers.
Brand, Tone, and Values
We began by tightening the brand voice. G&G needed to sound like what they are: a thoughtful, outdoors-focused company that builds products for real people and real families, not just gear collectors.
We shaped a tone that is:
Adventurous and warm
Casual but not sloppy
Clear, direct, and practical
The language across the site stays away from stiff corporate writing and instead sounds like a friendly, capable guide. We used active voice everywhere so the copy feels alive and easy to follow.
Their values—Curiosity, Inclusion, Sustainability, Accessibility—were woven into the About / Our Story page in a dedicated values section. That page tells the story of Rob and Ashley, how their family life and love for the outdoors led to the Quest Nest, and why they care so much about making camping easier and more accessible.
We also threaded in the tagline “Modular Camping for the Modern Camper” and recurring phrases like:
Travel on your terms
Change your pace
Disconnect to reconnect
Into the outside
Less setup = more memories
These lines give the brand a consistent rhythm across the site.
Bringing the Quest Nest™ Story Forward
The Quest Nest is at the center of G&G’s offer, so we built the site around it. The goal was to show:
What it is
Who it’s for
How it works
What it costs
without overwhelming the visitor.
We worked with Scene Gallery to incorporate professional media that shows the product in real life: families using it, setup and breakdown, the build process, and the system in a real SUV. These visuals support the copy and give visitors a clear sense of how the Quest Nest actually fits into their lives.
Home Page: First Impressions & Clear Paths
On the home page, we focused on three things: trust, clarity, and direction.
The hero introduces the idea right away:
Turning your SUV into a camping setup
Modular systems for modern campers
A clear call-to-action to get started or view the Quest Nest
We then brought in a “hassle-free packing” section that naturally introduces starting price at $3,250 without feeling like a hard sell. That same entry pricing appears again in a product-focused section, reinforcing that this is a real, reachable purchase, not a vague “call for pricing” scenario.
Other sections on the home page include:
Benefits of the system (compact travel, clean kitchen setup, organized pantry, cozy bedding, sleep configurations, and stow systems)
A “how it works” overview
A short teaser for Rob and Ashley’s story
Email capture, both via popup and footer
A closing CTA reminding visitors that pricing is clear and the next step is simple
Every part of the home page is built to keep visitors moving toward either learning about the Quest Nest or reaching out with questions.
Our Story: People Behind the Product
On the About / Our Story page, we combined Rob and Ashley’s individual bios into one narrative. We walked through how they met, moved, camped, and eventually built the first Quest Nest for their own use before sharing it with others.
Their values sit right inside that story. We talked about:
Their commitment to curiosity and trying new ideas
Their desire to keep camping inclusive and accessible
Their attention to sustainability in both design and mindset
We also tied pricing back into their philosophy: they want camping to feel reachable, not exclusive, so we added a soft reminder that Quest Nests are priced transparently starting at $3,250.
Quest Nest™ Product Page: Clarity & Detail
The Quest Nest product page is where most serious buyers land, so we gave it structure and depth.
The page opens with a clear header and a short explanation of what the Quest Nest is: a modular camping system that fits directly into your SUV. We included the starting price of $3,250 near the top so visitors don’t have to hunt for it.
Below that, we broke out the model lineup:
Chickadee Nest™ – $3,000–$4,200
Loon Nest™ – $3,400–$4,900
Osprey Nest™ – $3,800–$5,500
Each model has its own description and visuals, explaining who it’s best for, how it’s configured, and what kind of vehicle it suits.
We also built a standard-features section that makes it clear what all Quest Nests share: integrated kitchen and pantry, bedding setups, compact fit into the trunk, sleep options for solo travelers and families, and stow systems that keep gear organized.
A “how it works” section and video walk people through the process from loading to camping. The page ends with a direct call to reserve a build spot.
Pricing & Deposit: Removing Uncertainty
Pricing was a big part of this project. G&G wanted to keep things honest and low-pressure, but they also needed to clearly explain how ordering works.
We built a simple four-step process around their $50 fully refundable deposit:
Fill out a form and submit the deposit
G&G reaches out to match the buyer with the best Nest
Build time (usually three to four weeks)
Pickup or delivery and the start of actual trips
That process sits on the pricing section and appears again as a CTA on the product page, so visitors see it more than once.
Contact Page & Lead Capture
The Contact page is straightforward and friendly. It includes:
A warm introduction
A clear form
Contact details
Another reminder that Quest Nests start at $3,250
The tone is simple: “Have questions? We’re here to help.” It supports both serious buyers and early-stage visitors who are just starting to think about a setup.
Email signup appears on multiple touchpoints, so G&G can keep in touch with people who aren’t ready to buy yet but are clearly interested.
Coming Soon and 404 Pages
We also prepared for future product expansion with a Coming Soon page for:
The G&G Sleep Rack
The G&G Stow-System
These sections explain what’s on the way, how it will connect to the existing Quest Nest system, and invite visitors to sign up for updates.
For the 404 page, we stayed on-brand instead of using the default system message. We wrote:
A playful “lost in the wilderness” header
A short line that keeps the tone light
Clear buttons to head back to Quest Nests, the story page, or contact
This keeps even a wrong turn on the site aligned with the camping theme and still useful.
SEO & Technical Build
Under the hood, this project included a full migration from Squarespace 7.0 to 7.1. We updated layouts, improved long-term maintainability, and gave the site more flexibility for future updates.
We:
Wrote meta titles and descriptions for all core pages (Home, About, Quest Nest, Contact, Coming Soon, 404)
Structured headings for clarity and search
Centered keywords around modular camping, SUV camping kits, and Quest Nests
Streamlined navigation to keep visitors focused on what matters
On the design side, we used custom CSS to refine:
Buttons and hover states
Section spacing
Product layouts
Mobile breakpoints
Typography and alignment
We also optimized performance with compressed images, lazy loading where appropriate, and layout choices that keep the pages feeling light and fast.
Beyond the site itself, we helped with Google My Business setup and optimization: categories, photos, descriptions, and basic profile tuning so local searchers could find them more easily.
Ongoing Support & Media Integration
After launch, we continued to provide updates, tweaks, and small refinements as G&G gathered feedback from real customers. This included content adjustments, minor SEO tuning, and technical help when needed.
Throughout the site, we integrated media created by Scene Gallery—lifestyle photography, product demonstrations, setup walkthroughs, and family scenes. These images and videos sit at the core of the experience, supporting both storytelling and conversion.
Final Outcome
Today, G&G Upfitters has a website that finally reflects the quality of the Quest Nest™ and the purpose behind their work. The new build tells the product story clearly, keeps pricing up front, and guides visitors through a simple, friendly path toward inquiry or purchase. The site runs smoothly on mobile, carries a clean brand identity across every page, and gives the team a foundation they can grow on for years.
If you want to see the finished product, visit https://www.ggupfitters.com/. G&G is a team that genuinely cares about making camping easier and more accessible for real families, and their site now shows that heart just as much as the product itself.
Thinking About a New Site?
If this project sparked ideas for your own brand, we’d be glad to help you shape them. Send us a message and we’ll look at what you need. You can also check out our Out-of-the-Box Web Design Package, which gives you a clean, fast turnaround for projects that need clarity and strong structure from day one.
