It looks like this site has some amazing potential. But I wonder if its possible that the site makes this much because of the bad design instead of in spite of it.

I've actually seen cases where a redesign to make a site look better kills sales. I'm not saying that it would happen. I'm just saying that it could. Its possible that the kinds of people that buy firewood like simple sites like this.

On the other hand, I see absolutely no reason why putting in online ordering would hurt sales. And that would be very easy to set up.

I'll send you an email and maybe I can help him out with this.