NuLu built its reputation on not looking like anywhere else.

NuLu, the East Market District, turned a stretch of old warehouses into one of Louisville's most design conscious business corridors. Customers who shop and eat here already expect a certain visual standard, because the neighborhood itself sets that standard. A website built from a generic template stands out here, and not in a good way. It reads as a business that has not thought as carefully about its online presence as it clearly has about everything else.

This is also a neighborhood where a lot of business happens through social sharing and word of mouth among a design aware crowd. A slow, clunky website undercuts that goodwill the moment someone actually clicks through from an Instagram bio or a friend's recommendation.