Reinventing a Website to Get Results

An industry leader for 60 years, Boston Whaler needed a site as solid as their famous foam- cored boats.

We started with the foundation, improving the overall site architecture by moving all assets under one domain. After restructuring the content, we worked to modernize the overall look and feel by creating a responsive design meant to improve the user experience across all devices.

Then, we made the most out of Boston Whaler’s incredible photo library by splashing ample lifestyle and product images across their entire site.

As if a website redesign wasn’t enough, we also took on the “Build Your Own Whaler” configuration tool. Aimed at consumers and dealers alike, the Build Your Own Whaler” tool serves as Boston Whaler’s primary sales resource.

To make the experience worthy of the Boston Whaler name, we added a few elements. Things like a mobile version of the tool, real-time customization features, and 3D graphics that allow users to see their creation from several different angles. To wrap a bow on it, we gave users the opportunity to download a PDF of their creations, share them on social media, email the results, or contact a dealer.

For the first time ever, shoppers were able to make the Whaler of their dreams come to life right before their eyes.wb

We knew that Boston Whaler’s new site needed to look good and drive leads. So we created forms and landing pages focused on accurately capturing MQLs and SQLs. Once those leads were captured, we dispersed the most qualified to the dealers who could help them find the right product.

Boston Whaler’s new website hit all of the goals of the project, increasing traffic and leads while offering a mobile-friendly responsive design and revamping the “Build Your Whaler” tool. Overall, traffic increased 99.06%, “Have a Dealer Contact Me” SQL form submissions increased by 130% and “Request a Quote” SQL form submissions increased by 1245.45%.

After Element Three’s redesign, Boston Whaler’s website was recognized as best-in-class within the boating industry and won the Neptune Award for Best Website in 2016.