The Black Bird

A Medford landmark. A full calendar. A website that keeps up.

A familiar name. Thousands of online visitors.

23KGoogle search impressionsTimes the site appeared in search
2.8KWebsite visitorsSite Kit’s rounded Analytics total
67.1%Organic-search trafficShare shown in Site Kit’s channel report

Google Search Console and Analytics via Site Kit · August 19–September 15, 2026, viewed September 15. Totals are rounded as displayed in the dashboard; the final day is still partial. These figures describe site activity, not sales or growth attributed to the redesign.

The Black Bird homepage with its seasonal sales ad fully loaded
The Black Bird homepage pairs its familiar mascot with the current sales circular.

Walk into The Black Bird and you can leave with fishing gear, a new grill, work boots, and plans for your next weekend outside. That variety is part of its appeal. Our job was to bring it online without losing the personality people recognize around Medford. We built the website around the way the store does business: departments to explore, sales worth checking, and events that bring the community together. Our work extends into seasonal newsletters, website performance, and custom software for its fishing derby.

Put the current sale in the shop window

The homepage gives the Black Bird mascot and the current sales circular room to do their jobs. Shoppers can see featured offers as soon as the ad loads, then open the full circular. Separate Black Bird and Ace promotion links keep both sets of offers within reach.

Department pages organize the range, from hunting, fishing, and camping to clothing, footwear, outdoor kitchens, hardware, and housewares. Rental and service information gives customers more reasons to visit than the product selection alone.

Give customers a reason to come back

A busy store has something new to say long after its website launches. We design and produce seasonal newsletters that put timely offers and outdoor plans in front of its audience. The project archive includes Spring Fever, Memorial Day, Father’s Day, and Fourth of July campaigns.

That work gives The Black Bird a consistent way to keep the conversation going between store visits. Its website newsletter database held 908 confirmed subscribers when checked on September 15, 2026. That is the confirmed list size, not a claim that we acquired every subscriber.

Build the tools behind derby day

The fishing derby called for more than an event announcement. We built Black Bird Derby Manager, a custom WordPress application for registration, check-in, catch recording, and live leaderboards.

The system brings the event’s working parts together: online and cashier registration, staff check-in, weigh-station records, and displays that update as catches are entered. The active plugin on the live site identifies Good Creations as its author. It is custom software built around the event, alongside the public website that introduces it.

Keep the character. Cut the loading weight.

A site full of photographs and promotions still needs attention behind the scenes. Our September 10, 2026 performance work removed unused font and style downloads, improved image loading, and reduced image weight.

The retained test log records mobile PageSpeed performance moving from 60 to 86. Measured page weight fell from 1,715 KB to 528 KB, while the largest visible content loaded in 3.5 seconds instead of 8.6 seconds in those lab runs. These are dated test results, not a guarantee for every visitor or a new measurement of today’s site.

One business, more than one kind of work

  • Website design with the store’s recognizable identity
  • Department pages, sales circulars, rentals, and service information
  • Seasonal newsletter design and production
  • Custom fishing-derby registration and operations software
  • Live leaderboard displays
  • Ongoing website performance improvements

More of the store. Less to download.

60 → 86Mobile performance scoreBefore and after the September 10 work
69%Less page weight1,715 KB reduced to 528 KB
8.6 → 3.5 sLargest content appearsMobile lab measurement

Source: retained PageSpeed work log, September 10, 2026. Figures compare the baseline and final mobile lab runs in that work session; the page-weight reduction is rounded. These are historical test results, not live scores.

Mobile Layout

The Black Bird mobile website layout

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