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Fish Tale Boats

The #1 Grady-White Boat Dealership in the Nation

fishtale website on ipad and iphone screens

fishtale boats

About the Client

Fish Tale Boats, a boat dealership with locations in Fort Myers and Naples, Florida – had been an Atilus client for years. Beginning in 2016, and continuing throughout 2017 and 2018 – they turned to Atilus to help reinvigorate their brand with a new logo, new website, customized inventory system, and an increase in digital marketing.

Live Site


Goal One

Introduce New Branding to Existing Clientele.

Goal Two

Help Drive Traffic to New Main Location.

Goal Three

Launch and Market a New Secondary Location.

Goal Four

Increase Amount of Boat Show Attendees.

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New Logo

The Atilus team worked one-on-one with Fish Tale to help them completely redesign their old logo and brand. We started with a fun, exciting and marine-oriented color palate, and after a number of revisions, settled on a classic, yet streamlined, anchor logo, that has worked for them in hundreds of applications. Since redesigning the logo we’ve helped Fish Tale utilize the new brand assets in several different ways including:

  • Business Cards
  • Building Signs
  • Floor Mats
  • T-Shirts for their 30+ Employees
  • Give-a-ways for events
  • And Much More…
fishtale boats
boat signage

Site Architecture

With the new brand rocking and rolling, it was time to redesign their site. With our long history working with Fish Tale, and in the marine/boat sales industry, we were able to quickly work with their team to create an updated site that met their needs, as well as the needs of their clients.

To accomplish this, we created an entirely new Inventory section where users can filter by boat type, length, fuel type, and manufacturer. Fish Tale also participates in several boat shows in the area, which is a part of their marketing plan and is why there is an Events section in the main navigation. Not only did this new site and inventory system make things easier for users, and for their service team in implementing the boats onto the site – it also greatly increased Search Engine traffic, by helping us step out in front of a whole new world of searches.

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Old Website

fishtale old website

responsive fishtale website on desktop, ipad, and iphone screens

Responsive Design

The Atilus team also completed the previous version of the website, which was done in 2010. At that time, responsive design hadn’t come about and is why the previous website was not fully responsive. Their latest design, however, was created with mobile in mind as we find over 70% of our clients’ website traffic is from mobile devices/tablets.

built with html5, css3, and bootstrap

Boat Trader API Integration

Boat Trader is a tool widely used by boat dealers to display their new and pre-owned inventory online. Fish Tale’s website also displays inventory, but the two systems (until recently) were separate – causing the Fish Tale team to do double the work as inventory became available. Fish Tale emphasizes customer service unlike any other boat dealer in the area, so it was important to them to remove that extra time to allow them to focus on their clientele.

The Atilus team partnered with Boat Trader to integrate their Boat Trader listings with their website. Our programmed system dynamically pulls and displays listings from Boat Trader’s listing API utilizing WordPress and a WordPress based listing system. Additionally, we built several custom widgets and functions in WordPress to display the data seamlessly within the site’s original design.

Moving forward, the team at Fish Tale can update their boat inventory in one place and spend more time focusing on the customer experience – which is what really counts.

“This was a great move for our company. We take great pride in our focus on customer service and by seamlessly integrating our Boat Trader listings with our website, our team is now able to spend even more time on customer experience,” says Travis Fricke, owner of Fish Tale Boats.

To learn more about Fish Tale and see their boat listings in action, click here.

boat trader website on desktop, ipad, and iphone screens
seo graphics

Search Engine Optimization

By thoughtfully placing keywords throughout the content, structuring the website in a certain way, meta information, and other steps, we were able to get Fish Tale’s website setup with an SEO foundation that their team could maintain. In the 14 months since we’ve relaunched the website, organic search engine results are up over 15% for an already impressively performing site.

Ongoing Marketing & Maintenance

We continue to work with the Fish Tale team on website maintenance and ongoing digital efforts. Our digital marketing services for Fish Tale include PPC marketing, Facebook Ads, Facebook management, and remarketing. We also host their website on our standard hosting plan, which gives them 24/7 up-time, amazing security, and optimum load times.

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FishTale Sales
FishTale Sales

Event Marketing

When Fish Tale opened their Fort Myers location Atilus marketing their Open House for them. To make this event a success we utilized Facebook Ads, Facebook unpaid posts, AdWords, a press release & the new website.

On Facebook, we created an event for people to RSVP to & then boosted the event. With almost 200 event responses, we knew the three-day event was going to be a blast. Since the event was three days long, we had a few of our staff there to take photos on Saturday & post on Facebook.

On the website, we promoted the event on the homepage & encouraged people to come to the three-day event! To further promote the event, we sent out a press release that got picked up by several local news sources.

FishTale Open House
Fort Myers Boat Show 2017

Public Relations & Photography

Shortly after their Open House, they were approached by The News-Press to have a multi-page editorial in the Sunday paper. We, of course, jumped at the opportunity to get their new location front and center in such a large local paper. We did a series of interviews with the Fish Tale owners & their staff & wrote a series of articles for Fish Tale.

FishTale Advertorial Example
FishTale Advertorial Example 2

Fish Tale recently had the Governor of Florida, Rick Scott visit their Fort Myers location & present them with the Governor’s Ambassador Business Award. With less than 72 hours’ notice for the event, we sent out a press release and over 150 people visited their location for Governor Scott’s press conference including several local news & tv stations.

Fish Tale wins awards yearly for being within the top 5 of dealerships for all the manufactures they sell. Whenever a new award is announced we send out a press release & it always gets picked up! Most notably, Fish Tale was the #1 Grady-White Dealer in the country in 2016.

Grady White boats

Measuring Results

Here at Atilus, we utilize a gaggle of reporting software & reporting metrics to track & assess how our clients’ websites & marketing efforts are performing. For Fish Tale, we utilize Google Analytics, AdWords, & several other digital marketing platforms & tracking codes on the website. Fish Tale’s new website is absolutely demolishing their previous websites’ results.


A new website in combination with digital marketing, we’ve seen a 300% increase in leads. People are also staying on the website longer. The bounce rate for the new website is more than 20% less than the previous non-responsive site.

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