They're a market leader in Ontario, with over 50 dealers selling their products. By virtue of their genuine popularity and credibility the website was actually ranking ok, the main issue was the look. Extra planning was needed to ensure smooth redirects from old pages, clear on-topic content, and continuing ranking success.This was another tale of a site built by a prior employee and now outdated and not representative of their business. The photos were blurry, the layout confusing and inconsistent, product information was both old and not prioritized well, and the look was late-1990s at best. Not to mention the automated Flash slideshows with background music! I hadn't seen such a thing in years. I thought the internet was free of such insanity!
Many of the photos sent by the client were taken during a thunderstorm, with dark skies. And since this redesign was occurring in October and November (when people pack up their docks and equipment), there was no chance to get better pictures. Much time was spent to salvage these otherwise good photos.
The website really turned into an online sales brochure, focusing on the details of their products. A lot of information is provided, yet the site remains simple and easy to use. Some of this was accomplished by putting non-core information in pop-ups (using pure CSS, so they work even on Internet Explorer 8 on Windows XP!). Great client, great business, and now a great new website with compliments coming in!
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