Povey Tools, founded by a dedicated US firefighter, aimed to share their exceptional tools with the world. Unfortunately, the website was initially created in haste, lacking a clear focus on branding, target audience, and effective selling techniques. Product organization was chaotic, with no evident calls-to-action, descriptions, or specifications to guide customers through the purchasing process.

They assumed that simply having an online presence would drive sales due to strong word-of-mouth recommendations. However, they soon discovered that non-technical users found the site difficult to navigate, leading to an increase in phone orders rather than online purchases.