Precision work, presented without precision.
Every rifle that leaves Ray’s bench goes through 140+ hours of work and a 100-point inspection before it’s handed off. That level of craft has built a loyal customer base across Alaska and beyond — but the old site didn’t carry any of that weight. It gave potential clients no clear way to understand what a “custom build” actually meant, what it would cost to get started, or how to reach out with confidence.
For a one-man shop built entirely on reputation and referrals, the website is often a new client’s first impression of that craftsmanship — and it was underselling it. The gap was perception, not capability. The brand looked like the startup it used to be, the website spoke to small teams, and the product UI had not kept pace with the sophistication underneath it. Procurement committees could not see the enterprise-grade company in front of them.
