Fish Tale Boats is a boat dealership with locations in Fort Myers and Naples, Florida. They’ve been a client of Atilus since the early 2010s and we’ve worked with them on several projects along the way. They were named the #1 Robalo Dealer in the world in 2019 and 2020, with promise of continuing the trend into the coming years. Fish Tale sells Grady-White, Robalo, Chaparral, and Premier Pontoon boats. They also offer boat repair and service.
Goals
Improve the company’s search presence as users searched boats for sale in Fort Myers, Bonita Springs, and Naples Better showcase inventory and make it more seamless for the Fish Tale team to upload new and used boatsFish Tale has been a client of Atilus for several years and we’ve worked with them through several revisions of their website. This time around, the Fish Tale team approached us to create a new, more mobile-friendly website to help them sell more boats online.
The solution to this was to redesign the website and launch an extensive digital marketing strategy, which included Google Ads, social media marketing, SEO, and more.
Creating the Website Plan
The first phase of any website redesign includes creating a sitemap, creating wireframes, and then creating designs. Our creative team worked closely with Fish Tale in order to design and build a website that fit their preference and overall style.
The sitemap needed to first showcase boats for sale, including their 4 main boat lines: Grady-White, Robalo, Chaparral, and Premier Pontoons. We started there and then worked our way through the sitemap by presenting other pertinent information.
Then, we created wireframes, which are sketches of what the core pages of the website will look like. This helped to show our client what the user experience would be like and also ensure that we were accounting for all the necessary information.
Using these building blocks, we were able to move into the design and build phase.
Designing & Building the Website
The website needed to communicate that Fish Tale Boats would help their customers “live the boating lifestyle.” As such, we created a design that was informative but also fun and casual. We made use of ocean-like colors and played on the various iconography to communicate key boat features to the end user.
After designs were finalized, we built the website in WordPress. This content management system allowed the Fish Tale team to login and make minor changes as needed. The website was also built to be responsive, meaning it would adjust on various devices like phones, tablets, and desktop computers.
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Digital Marketing Strategy
Redesigning and launching the new website were only the first phase in trying to reach the goals noted above. The second phase included an extensive digital marketing plan, which encompassed the following:
- Content marketing
- SEO
- Social media marketing
- Facebook & Instagram Ads
- Reputation management
- SEM
- Reporting & analytics
- Email marketing
- Lead management
With this strategy, we were able to provide the following results. Data shown is the first full quarter after the marketing campaign launched.
- +41% increase in unique users
- +35% increase in website sessions
- +9% increase in organic traffic (which then also grew over time)
- +38% increase in conversions
