Rescuing a Local Icon's Digital Presence: JL Waters
How we consolidated scattered assets and rebuilt an outdated website into a modern, manageable platform for Indiana's premier outdoor store.
At a Glance
- Client: JL Waters (Downtown Bloomington, IN)
- Services Provided: Custom WordPress Web Design, Google Workspace Migration, and Managed VPS Hosting
- Key Result: Restored the client's primary administrative access to their digital assets and launched a modern, secure, and manageable online presence.
The Challenge
JL Waters is a beloved fixture on the downtown square in Bloomington, Indiana, known for providing high-quality outdoor gear, apparel, and expert advice. However, while their in-store experience was top-tier, their digital presence required modernization.
When the owner reached out, the store's existing website did not accurately reflect the premium brands they carried, such as Patagonia, KÜHL, and Fjällräven. Furthermore, their digital assets were fragmented across multiple platforms, including Squarespace, GoDaddy, and a legacy server environment.
Following a transition in their previous web management, JL Waters lost primary administrative access to their own digital infrastructure. Email forwarding was interrupted, creating new employee inboxes was restricted by the legacy host, and the team lacked a clear path to regain control. They needed to consolidate their accounts under a single, transparent umbrella while adhering to a sensible budget.
The Solution
We facilitated the recovery and consolidation of their hosting and domain accounts, prioritizing the client's direct digital ownership and operational simplicity.
- Digital Consolidation: We located the scattered accounts, transferred domain management, and migrated the company's email infrastructure to Google Workspace. This resolved their email routing issues and provided the team with secure, reliable communication channels tailored to their departments (e.g.,
info@andfwear@). - Custom WordPress Redesign: We built a new, modern website using WordPress and the lightweight Frost theme. The redesigned platform provides a professional aesthetic that aligns with the quality of the high-end gear in their showroom.
- Managed Hosting & Ongoing Care: We migrated the site to our secure, managed VPS hosting. To establish clear, long-term ownership of their digital assets, we provided a comprehensive handover document detailing every login, IP address, and DNS record, alongside a transparent daily, weekly, and monthly maintenance schedule that our agency manages on their behalf.
The Results & Impact
JL Waters transitioned from a fragmented digital footprint to a streamlined, centralized system.
The successful launch in February 2022 migrated the business away from its restrictive legacy server. Today, the JL Waters team utilizes reliable internal communications, a fast and secure website, and the operational stability that comes with our ongoing technical support, routine malware scans, and daily backups.
With a modernized online presence, their local search visibility is optimized. It is now seamless for local guides to upload photos of the shop, and for customers to find the business and leave public feedback on their active Google Business Profile.
What Customers Are Saying
A well-structured website removes friction and highlights a business's core strengths. The modernized setup makes it incredibly easy for JL Waters to capture, read, and respond to 5-star reviews from their loyal customers:
"Wonderful store. Fantastic customer service. Great selection and fair prices. I stop here anytime I am in town."
— Christopher Stephens, Local Customer