Ski and Bow Rack

Ski and Bow Rack is a Durango outdoor retailer known across the Four Corners for two specialties most shops can't pair together — ski tuning and rental in winter, and a deep archery and bowhunting selection in summer and fall. Their old site treated the two sides of the business as an afterthought and never told the seasonal story that drives foot traffic. We rebuilt it as a seasonal-led showcase.

The redesign uses a seasonal hero that shifts emphasis between ski and bow audiences based on the time of year, with category pages that explain the gear selection, the tuning and bow-fitting services, and the local conditions reports (Purgatory snow updates in winter, archery range hours and bowhunting season summaries in fall). The shop's local credibility comes through with photos from the floor, the tuning bench, and the range — not stock imagery.

For SEO we added SportingGoodsStore structured data, tuned category copy around the keywords Durango outdoor customers actually search ('ski rental Durango,' 'bow tuning Animas Valley,' 'archery shop Southwest Colorado'), and built service-area pages for the bow-shop's appointment-based fittings. Pages pass Core Web Vitals on 4G, which is critical for trailhead and ski-lot customers checking shop hours from a phone.

The finished site finally looks like the place the locals already know: an honest, season-aware Durango outfitter that knows skis AND bows.