Deschutes Canyon Fly Shop — Guided Fly Fishing Outfitter
Project Overview
Deschutes Canyon Fly Shop is a guided outdoor outfitter led by John Smeraglio, an experienced fly fishing guide specializing in the Lower Deschutes River. With a deep passion for the river and decades of on-the-water knowledge, John needed a website that accurately reflected his expertise while remaining simple, dependable, and easy to manage.
Prior to this project, the website was hosted on a platform that came with high ongoing costs and very little return on investment. Updates required constant developer involvement, making even small changes time-consuming and expensive. John wanted to retain the original website content that already resonated with clients, while modernizing the design, improving usability, and regaining full control of his site.
Coyote Moon Creative partnered with Deschutes Canyon Fly Shop to redesign the website on Squarespace, delivering a cleaner, more functional experience without disrupting the authenticity of the brand.
Client
Deschutes Canyon Fly Shop
Industry
Guided Outdoor Outfitter
Duration
2 weeks
Client Goals
The redesign was guided by several clear objectives:
Reduce ongoing website costs and eliminate developer dependency
Preserve existing content while improving presentation
Create a clean, professional look that reflects fly fishing culture
Improve usability and navigation for prospective clients
Ensure the site is easy to update independently
Design & Development Approach
The site was rebuilt on Squarespace with a focus on clarity, simplicity, and visual breathing room. Rather than reinventing the brand, the redesign refined and elevated what already existed — allowing John’s voice, experience, and passion for fly fishing to remain front and center.
Key elements of the work included:
A refreshed layout with improved visual hierarchy
Updated image assets to better reflect the Deschutes River experience
Clear navigation paths for guiding services and trip information
Mobile-optimized layouts for anglers researching on the go
A user-friendly backend that empowers independent updates
The result is a site that feels grounded, authentic, and easy to maintain.
Results & Outcome
Deschutes Canyon Fly Shop now has a Squarespace website that reflects the quality of the guiding experience while giving John full ownership of his digital presence. The site is easier to navigate, visually cleaner, and no longer tied to costly developer support — allowing more time and resources to be spent on the river.
Looking for a Similar Project?
If you’re a guide, outfitter, or outdoor professional looking to modernize your website without losing authenticity, I help businesses move to Squarespace with clean design, better usability, and long-term independence.
