Web Survival Guide
Patrick from Coastal Outfitters loves hunting, fishing and other outdoor pursuits. This Texan guy knows what makes an excellent survival gear yet admits he’s felt short changed looking for the right equipment in his local camping stores.
Frustrated, he decided to open his own survival gear shop in 2015 – that’s how Coastal Outfitters started. While knowing all about camping gear, he lacked knowledge of website design and marketing.
His original template didn’t match the outdoor branding – it was black with red accents and had blurry banner. Collection page had irregular layout with few images missing.
Despite having incredible choice of items for sale (he’s dropshipping for few outdoor brands), he didn’t have a single sale in the last 6 weeks. In order to improve on it, he reached freelance content strategist at Rock Paper Copy for help.
We ran our FREE website critique and found that a lack of CTA (Call to Action) and confused branding were first to blame.
Off went black and red website template – we replaced it with camo shades to match the outdoor niche. Custom high res banner was designed promoting Patrick’s camping gear.
CTA encouraging to click and shop has been added to improve navigation and reduce a bounce rate. We featured 6 backpacks on a homepage, showing some of amazing stock Patrick has on offer.
As he is also an official retailer for Hydroturf, WISE food and survival gear, we have featured those 3 collections on a front page and in the top navigation.
Content and SEO
About Us and Shipping page were added along a quality optimized content. We linked it to other parts of the website to improve SEO and navigation.
Footer received better navigation menu and collection page a regular layout, with 3 key collections at the top. Each page has received an enticing meta title and description with a strong CTA to deliver top presence in SERPs.
All written content, including new blog post, has been optimized with Bausch-Kincaid readability tool and word cloud. The best part was to see a large order for $238.00 being placed within 24 hours from website re-design.
After 6 weeks of no sales that was a massive achievement – in a very short time. We see bright future ahead for Coastal Outfitters!