Obsidian Rifle Works — Custom Gunsmith E-Commerce

Obsidian Rifle Works is a professional gunsmith and weapon manufacturer in Southwest Michigan building custom bolt-action rifles, AR-15 platforms, and proprietary 41 Great Lakes cartridge firearms. Their existing site couldn't handle the complexity of configurable products — customers needed to select actions, calibers, barrel types, coatings, and accessories with pricing that changed dynamically based on each combination. Standard WooCommerce product pages weren't built for that level of customization.

We rebuilt the storefront with advanced product configurators using ThemeHigh Extra Product Options Pro on top of WooCommerce and Divi. Each configurator features multi-level conditional logic — caliber options change based on action selection, barrel choices change based on caliber, and pricing updates in real-time. We also built dedicated landing pages for the Custom Shop and their proprietary 41 Great Lakes cartridge line, restructured the navigation, and optimized the full purchase flow from product discovery to checkout.

The site now handles complex custom firearm orders that previously required phone calls and manual quoting. Customers can configure a rifle from dozens of options and see accurate pricing instantly. The Custom Shop and 41 Great Lakes pages give Obsidian a professional showcase for their most differentiated products, driving higher-value orders through the site instead of through manual channels.