Our boats are totally custom from start to finish, which means there aren't hundreds of our boats on the water. We needed a website that could show the custom features and beautiful finishes we put into our boats. Our new website does a great job showcasing all the boats we've done—and we love sharing it with people! It's really helped us to expand our reach.
Kasey Johnson
Visit: fsyachts.com
F&S was already a big name in the sportfishing yacht community, earning acclaim for the beautiful craftsmanship and obsessive detail they put into every boat. However, when new prospects pulled up the F&S website—their word-of-mouth reputation was called into question.
F&S owner, John, was too busy running a boat manufacturing shop to update the website—and it showed. The website featured old projects and outdated design. The site did little to communicate the unique features of their yachts. Nor did it help them compete with their extremely media-savvy competitors.
As detail-obsessed builders, they have hundreds of photos of every detail of every boat they’ve built. Rather than dumping all those photos on the site, we carefully selected the images which best told the story of the F&S yacht—highly-customized, well-built, and fast.
The website also needs to walk a fine line of pulling potential owners into the sportfishing fantasy, with enough technical detail to prove F&S’s deep fishing expertise. Storytelling copy—to evoke battling the rough sea while chasing down an elusive blue Marlin—enhances the images of magnificent boats, while sprinkling in technical know-how proves their fishing prowess.
To allow F&S to quickly and easily add new hulls we set up an easy-to-use template. Adding a project takes minutes—they simply plug in new images and information and voila, their newest project is live on the site!
Showcasing these big, beautiful boats meant using big, beautiful images—and video! We used the ultimate speed optimization to allow for the fastest load time possible.
As a smaller outfit-making up to 2 boats a year, F&S has fewer yachts sailing the seven seas—meaning potential customers are more likely to hear tall tales about F&S and less likely to see their work in person.
F&S needed a website to confirm the stories of their exceptional boats, lest the tales be lumped together with other, unconfirmed, fishing stories. Their new website fits the bill—making them look the part: a leading, luxury boat manufacturer who delivers highly customized, top-of-the-line yachts.