Case Study
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Taylor Man’s Custom Lures
How 360 Site Design built an e-commerce platform and digital strategy for a legendary handcrafted fishing lure brand — taking a decade of tournament-proven craftsmanship from the Smoky Mountain foothills to anglers worldwide.
10+
Years of handcrafted lure making
5K+
Possible Glamour Shad spinnerbait combinations
100%
Made by hand in the USA
Pro
Trusted by Elite Series tournament anglers
Background
A legendary lure maker with a story worth telling online
For over a decade, Taylor Man’s Custom Lures has been quietly building one of the most respected reputations in the handcrafted fishing lure world. Founded by James Huskey — a legendary lure designer operating out of the Piedmont foothills of America’s Great Smoky Mountains — TMC Lures was born from a conviction that serious anglers deserve something better than cheap, mass-produced baits.
Every lure that leaves the TMC workshop is hand-painted with taxidermy-grade colors, assembled with premium USA-made components, wire-tied by hand for lasting durability, and finished with razor-sharp Gamakatsu hooks. The result is a line of jigs, spinnerbaits, and buzzbaits that don’t just look alive in the water — they outperform in conditions where factory baits fail. Elite Series Angler Bradley Roy put it simply: each Taylor Man’s lure is “hand-crafted from the finest, most durable and most lifelike components available.”
The brand had a loyal following among tournament pros and serious bass anglers nationwide. What it needed was a digital home worthy of that reputation — a professional e-commerce platform that could present the full product range, tell the brand story, and convert fishing enthusiasts into lifelong customers anywhere in the country.
“Each Taylor Man’s lure is hand-crafted from the finest, most durable and most lifelike components available.”— Bradley Roy, Elite Series Tournament Angler
The Challenge
Selling handcrafted premium lures in a market flooded with mass-produced alternatives
The fishing tackle market is massive and crowded. Major retail brands with enormous marketing budgets dominate shelf space and paid search. For a small-batch, handcrafted lure maker to compete — and win — online requires a digital strategy that leads with quality, differentiates on craftsmanship, and reaches the anglers who already know the difference between a great bait and a great-looking bait.
Competing against mass-produced lure brands with vast budgets and established e-commerce dominance
A complex, highly customizable product line — including 5,000+ spinnerbait combinations — requiring intuitive e-commerce architecture
No platform to communicate the handcrafted quality story that justifies a premium price point
Multiple product categories spanning lures, lure-making supplies, game calls, and apparel with no unified digital home
No SEO strategy to reach bass anglers, tournament fishermen, and DIY lure builders searching for premium tackle online
Craftsmanship-forward e-commerce design that leads with the story, process, and quality behind every handmade lure
Structured product architecture with clear category navigation, variant selectors, and detailed product pages for complex SKUs
Brand storytelling woven into every page — from the About Us origin story to product descriptions that explain the “why” behind each design choice
Unified site architecture covering jigs, spinnerbaits, buzzbaits, lure-making supplies, game calls, gear, and a pro staff section
SEO strategy targeting high-intent fishing keywords including custom bass jigs, handmade spinnerbaits, buzzbaits, and lure-making supplies
The Solution
An e-commerce experience built around the craft, the angler, and the catch
360 Site Design approached the Taylor Man’s Custom Lures project with a clear understanding of what makes premium handcrafted tackle sell: anglers need to feel the quality before they can buy it. The site’s design language, content, and product architecture were all built to communicate craftsmanship at every touchpoint.
E-Commerce Design & Development
The TMC Lures store was built on BigCommerce — a robust e-commerce platform purpose-built for product-rich catalogs with complex variants. The site architecture organizes the full product range into intuitive categories: five jig types, multiple spinnerbait lines including the signature Glamour Shad™, the Provoker Buzzbait, jig heads, lure-making supplies spanning silicone skirts to living rubber to skirt kits, fishing apparel, and game calls. Every product page was built to sell — with detailed descriptions that explain the engineering behind each component choice, not just what the lure is but why it catches more fish.
The Glamour Shad™ Spinnerbait line — with over 5,000 possible configurations across blade type, color, and weight — received particular attention. The variant selection system was structured to make customization feel effortless rather than overwhelming, guiding anglers to exactly the combination suited to their conditions.
Brand Storytelling & Content Strategy
The craftsmanship story is the brand’s most powerful competitive advantage. 360 Site Design built that story into the site’s DNA — from the About Us page detailing James Huskey’s process and philosophy, to product descriptions that walk through each hand-tied skirt, premium hook, and precision-engineered component. The Pro Staff section adds social proof from competitive anglers, the Fishing Videos hub supports engagement and organic discovery, and an active blog builds long-term content authority in the bass fishing niche.
Search Engine Optimization (SEO)
360 Site Design built an SEO foundation targeting the specific search terms serious bass anglers use when they’re ready to buy: custom bass jigs, handmade swim jigs, finesse jigs, Glamour Shad spinnerbaits, custom buzzbaits, and lure-making supplies. Category pages, product pages, and blog content work together to build organic authority across a wide spectrum of fishing tackle keywords — capturing both the angler shopping for ready-to-fish lures and the DIY builder looking for premium skirt materials.
Lure-Making Supplies as a Second Revenue Stream
One of the most distinctive aspects of the TMC catalog is its lure-making supplies section — silicone and living rubber skirt materials, skirt-making kits, rattles, bands, and collars. This section serves an entirely different customer: the DIY angler who builds their own baits. 360 Site Design gave this category its own clear structure and SEO strategy, positioning TMC Lures as both a premium lure brand and a trusted supplier to the custom lure-building community.
“Made by hand. One at a time. Built to catch more fish.”— Taylor Man’s Custom Lures Brand Promise
Services Delivered
Product Catalog
Every category, built to convert
Each product line received a dedicated category page and detailed product pages designed to communicate quality, drive customization, and close the sale.
Custom Bass Jigs
Swim, finesse, bladed, flipping, football — five jig styles handcrafted with Gamakatsu hooks
Glamour Shad™ Spinnerbaits
5,000+ configurations — Japanese-level quality, handbuilt in the USA
Provoker Buzzbaits
Hand wire-tied skirts, precision-tuned blade, Gamakatsu hooks for explosive surface strikes
Lure-Making Supplies
Silicone & living rubber skirt material, kits, rattles, bands & collars for DIY builders
Taylor Man’s Game Calls
Handcrafted duck calls extending the TMC brand beyond bass fishing
Gear & Apparel
TMC branded fishing apparel and accessories for tournament and recreational anglers
Project Journey
From workshop bench to worldwide e-commerce
The Beginning
James Huskey launches Taylor Man’s Custom Lures
Working from the Piedmont foothills of the Great Smoky Mountains in Reidsville, NC, Huskey begins handcrafting premium jigs, spinnerbaits, and buzzbaits — built on the conviction that serious anglers deserve better than what mass production delivers.
A Decade of Craft
Tournament pro endorsements and a growing national following
Elite Series anglers and competitive fishermen across the country discover TMC Lures. The Glamour Shad™ Spinnerbait and Provoker Buzzbait build cult followings among serious bass fishermen who know the difference quality makes.
E-Commerce Launch
360 Site Design builds and launches tmclures.com
A full BigCommerce e-commerce store goes live — presenting the complete TMC catalog with dedicated product pages, variant selectors for complex SKUs, brand storytelling, a pro staff section, fishing videos, and an SEO strategy built for the serious bass fishing market.
Ongoing
SEO & content build organic authority in the fishing niche
An active blog, fishing video library, and on-page SEO strategy build long-term organic visibility for custom bass jigs, handmade spinnerbaits, buzzbaits, and lure-making supply searches — reaching both competitive anglers and DIY lure builders nationwide.
Today
A fully realized e-commerce brand with a digital presence to match its craft
Taylor Man’s Custom Lures sells nationwide, supports a lure-making supply community, and operates with a professional digital presence that does justice to over a decade of handcrafted excellence.
Outcomes
A digital store worthy of a world-class handcrafted brand
5K+
Spinnerbait combinations available
All navigable through an intuitive variant selection system
6
Product categories with dedicated pages
Jigs, spinnerbaits, buzzbaits, supplies, game calls, and apparel
USA
Nationwide e-commerce reach
From a Smoky Mountain workshop to anglers in every state
Key Takeaways
Why the 360 Site Design approach worked
Craftsmanship is the competitive advantage
In a market flooded with factory baits, TMC Lures wins on quality. 360 Site Design made that quality visceral — weaving the hand-tied skirts, premium hooks, and USA-made components into every product description so the customer feels the difference before they buy.
Complex variants need smart architecture
With 5,000+ possible Glamour Shad configurations, the product experience had to be powerful without being overwhelming. Clear variant selectors and structured product pages turn customization into a feature, not a friction point.
Two audiences, one store
TMC serves both tournament-ready anglers buying finished lures and DIY builders sourcing premium skirt materials. Building a clear site architecture for both audiences — without confusing either — doubled the addressable market without diluting the brand.
Niche SEO outperforms broad competition
Rather than trying to compete for generic “fishing lures” keywords, 360 Site Design targeted the specific terms serious anglers use: custom swim jigs, Glamour Shad spinnerbaits, living rubber skirt material. Less competition, higher intent, better conversions.
About 360 Site Design
Founded in 2007 and headquartered in Middle Tennessee, 360 Site Design is a full-service web design and digital marketing agency serving businesses across Nashville, Knoxville, and Crossville. With over 18 years of experience and 500+ completed projects, the team specializes in custom WordPress website design, e-commerce development, local SEO, PPC advertising, content marketing, branding, and lead generation.
360 Site Design partners with businesses of all sizes — from artisan craftsmen to growing multi-location brands — delivering measurable results and long-term partnerships built on the same care for quality that defines their best clients.
Ready to build a digital presence as crafted as your product?
Let’s talk about what 360 Site Design can do for your business.