OBJECTIVE
Redesign and rebuild the SIP Cocktails on Main website to create a modern, easy-to-manage platform that highlights their brand, simplifies internal updates, and elevates their event-driven business.
SCOPE: Information Architecture, Content Revisions, Copywriting, UI Design, UX Design, Graphic Design
OUTCOME
The launch generated 3.1K site visits and 2.7K unique users, with 1.3K visits driven by organic Google search, demonstrating strong early engagement and visibility.
SIP Cocktails on Main now has a website that reflects their brand, supports their event-driven business model, and simplifies internal management. The custom events system allows their team to efficiently update and promote events across the entire site, while the clean design and structure enhance the user experience. With strong initial traffic and organic search performance, the site is positioned to support continued growth and engagement.
Overview
We partnered with the SIP team to transition their website from WordPress to Squarespace, creating a more manageable and scalable solution. By combining strong structure, clean design, and strategic content, we built a site that reflects the personality of the cocktail lounge while improving usability. A key focus was streamlining how events are managed and displayed, resulting in a custom system that allows updates in one place to populate across the entire site. The launch generated 3.1K site visits and 2.7K unique users, with 1.3K visits driven by organic Google search, demonstrating strong early engagement and visibility. The final product gives SIP a polished digital presence that supports both day-to-day operations and long-term growth.
Process & Workflow
Strategy & Information Architecture
Worked with the SIP team to define:
Core pages and user flow
Key content priorities, including events, menus, and brand story
Built a streamlined information architecture to guide users toward:
Upcoming events
Visiting the location
Engaging with the brand
Ensured the structure supported both first-time visitors and returning guests.
Copywriting & Content Development
Wrote all website copy to reflect SIP’s tone:
Clean, modern, and slightly elevated
Approachable while maintaining a premium feel
Focused on clarity and flow, ensuring content was easy to scan and aligned with the overall experience of the space.
Design & Development
Designed and developed a fully custom Squarespace theme tailored to SIP’s brand.
Focused on:
Strong visual hierarchy
Clean layouts
Mobile responsiveness
Ensured the site felt cohesive with the in-person experience of the cocktail lounge.
Custom Events System
Developed a custom solution to support SIP’s high-frequency event schedule (3–4 events per week):
Events are managed from a single backend location
Automatically populate across:
Event calendars
Scrolling event modules
Individual event detail pages
This approach simplified internal workflows while maximizing visibility across the site.
Training & Handoff
Provided a full Squarespace walkthrough and training for the SIP team:
How to update events
How to manage content
How to maintain the site long-term
Ensured the team could confidently manage the platform without ongoing support.
“As a small business owner, I had a lot of detailed ideas about the look and feel of our website, and the Absorb team did a great job translating those into something clean, functional, and visually aligned with our brand. The process felt collaborative, the team was professional and easy to work with, and they delivered a polished website that represents our business well. ”
Sharon Cullers
Owner, SIP Cocktails on Main