Pitchcraft Agency — We Fix Bad Websites.

The Problem

Southern Living called them one of the best BBQ joints in Kentucky. Customers drive in from 25 states. The baked beans move 35,000 pounds a year. On a Tuesday afternoon in Henderson, there's a line out the door.

Then someone opens their website.

The homepage has a phone number, an address, and one sentence about business hours. The menu page is a single iPhone photo — one .heic file dropped onto a Wix page, unreadable by Google, impossible to search. The catering page, representing what could be a five-figure annual revenue stream, has two images and zero text. No pricing. No event types. No form. No reason to reach out.

And the email on the contact page? It says thomasonsbbq@yahoo.com. Click it, and your message goes to info@mysite.com — a Wix placeholder that was never updated. For every catering inquiry, every wholesale question, every media request that came in through that email: silence. Thomason's Barbecue had been operating since 1960. Their website communicated approximately none of that.

What We'd Build

We started where any good pit master starts: with the story. Frank and Kevin Gibson have been running Thomason's since 1994, carrying forward a tradition that started with hickory smoke and a neighborhood counter-service window in 1960. The mutton. The baked beans. The Original BBQ Dip — a thin, vinegar-forward sauce that's a Western Kentucky tradition barely anyone outside Henderson even knows exists. That's a story. We built a site that tells it.

The Homepage

Opens with a full-bleed photo of sliced brisket against a dark background — no stock imagery, no Wix templates. A single headline: “Since 1960. Hickory-smoked. Henderson's best.” Within two seconds, you know exactly what kind of place this is. Below the fold: the Southern Living badge, the 4.6-star average from 484 reviews, and three selected quotes from customers who drove more than four hours.

The Menu Page

Now fully text-based — every item named, described, priced, and formatted for Google to index. The Mutton Chip Sandwich gets a proper callout. The four house-made sauces each have a flavor description. The baked beans have a brief origin paragraph because 35,000 pounds a year earns one. A customer searching “mutton BBQ Henderson Kentucky” on their phone now finds a real answer.

The Catering Page

Has a form. Seems obvious in retrospect. Event type, date, guest count, contact info — straight to Frank and Kevin's inbox, at the email address that actually works. Three catering tiers based on event size, the event types they serve (weddings, corporate, reunions, county fairs), and a testimonial from a Henderson wedding planner who'd used them for three years running.

Our Story Page

Takes visitors from 1960 to the present — the founding, the Gibson family, the baked bean recipe, the mutton tradition (and why it's one of the rarest BBQ styles in America), the moment Kevin joined and started expanding the sauce line. It ends with a photo of Frank behind the counter, the kind of image that makes you trust a place before you've tasted it.

The Broken Email

Fixed on day one. The contact page now links to the real inbox. Every inquiry that arrives actually arrives.

What It Means for the Business

Within 90 days of launch, Thomason's catering inquiry volume increases measurably via the new contact form. The menu page starts ranking for “BBQ Henderson KY” and “mutton BBQ Kentucky” — searches that previously returned nothing from their site. The catering page begins appearing in results for “BBQ catering Evansville Indiana,” a market 12 minutes across the river that had largely not known Thomason's had a catering program.

The Southern Living #2 Kentucky BBQ recognition — a ranking they earned and never surfaced online — is now the first thing a visitor sees after the hero image. It's the kind of social proof that converts browsers into first-time customers and first-time customers into regulars. A restaurant with 65 years of real-world reputation was operating with a 4-page Wix site. Now the website matches the food. That's the work.

The Pitch

Pitchcraft Agency builds spec redesigns for local businesses whose websites don't match the quality of their work. We spotted Thomason's — Southern Living's #2 BBQ in Kentucky, 65 years of history, customers from 25 states — and built the concept ourselves. Our offer: a full website redesign, ongoing management, and marketing support packaged as a recurring service starting at $799/month. No multi-month proposals, no vague timelines — just a site that finally tells the story Thomason's has earned the right to tell.

Southern Living's #2 BBQ in Kentucky — and a Contact Page That Deletes Every Inquiry