Boston Whaler’s Website Redesign

Modernizing, consolidating, and designing an award-winning website and interactive tool for premium boat manufacturer Boston Whaler.


Increase in overall website traffic


Increase in Dealer Contact SQL form submissions


Winner of 2016 Neptune Award for Best Website

Creating a Better Experience for Consumers and Dealers Alike

Recognizing the need to improve their online experience for both consumers and dealers, Boston Whaler, a leading manufacturer of luxury and premium fishing boats, sought to revamp their website. At the top of their list was a responsive site, as well as a complete overhaul of their “Build Your Whaler” tool used by consumers and dealers to customize boats. Additionally, the client needed help consolidating domains into one cohesive website, as they had previously created a mobile website and multiple content hubs that were separated from the main domain.

To pull it off, the team at Boston Whaler knew they wanted a marketing agency with experience in partnering with manufacturers that sell through complex dealer networks. This led them to us.

“Element Three delivered a dramatic digital transformation during the website redesign in 2016—a responsive, modern approach that not only enhanced the user experience of Boston Whaler prospects and existing customers, but drove real results, too.”


Modernizing the Website

Our team started by improving the overall site architecture of the website, moving all assets under one domain. On top of restructuring content, we modernized the look and feel of the website by adding lifestyle and product imagery throughout the site, and created a responsive design to improve user experience across all devices.

Finally, Element Three focused on improving lead generation throughout Boston Whaler’s website, creating and adding new forms and landing pages that more accurately capture MQLs and SQLs.

Developing the “Build Your Whaler” Interactive Content Tool

To solve a major pain point for both dealers and consumers, our team upgraded the “Build Your Whaler” boat-building tool, creating a 3D experience that allows users to apply hundreds of exterior options to their boat and to preview the results from every angle. Different engines, hull colors, interior options, canvases – they’re all included.

We also added the option for users to download a PDF of the boat, email themselves the information, share the boat on social media, or contact a dealer after using the tool to encourage content sharing and generate new leads for Boston Whaler.



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 the 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.

Download the Boston Whaler Website Redesign Executive Summary from Element Three.