Web Design

Case Study 
Southbound Sport fishing

Southbound Sportfishing is an experienced fishing charter in Key West. Captain Richard’s knowledge of the waters of Key West has led to a 5-star reputation. He is committed to providing everyone the best experience possible.


Responsive Website
Online Booking Calendar
Online Chat
Instagram Feed
Google Reviews Feed
Ongoing Website Care


The Task

Website Redesign

The old website was created and regularly updated by the Captain so he not only wanted an updated website but one that he could continue to update himself.

The website audit uncovered several issues, including:

  • Needing a professional website design
  • User-friendly navigation
  • Lead capture form
  • Testimonials / Reviews
  • On-page SEO for page titles and descriptions
  • Sitemap
  • SSL Certificate (https://)

And a blog.

Over the years his “blog” grew into the hundreds. The problem was that they were all on one HTML page. One really long page.

The Solution

Website Migration: HTML to WordPress

We needed to get his website updated and optimized for search engines so we rebuilt the site structure to be user-friendly and moved his content into the new design.

As for that really long page of blog posts, it was actually two long pages – Catch of the Day and Fishing Report/Blog – we broke out each entry into its own blog post in WordPress with the day/time of the original posting for SEO juice and categorized them accordingly.

Now the website has an official blog and is fully responsive and displays perfectly on desktop, tablet, and phone.

To convince people to click the button to book a charter while still on the website we added his Google review feed into the website. This shows proof that the Southbound is a trusted Key West charter.

You know a picture is worth a thousand words, so we also embedded his Instagram feed. It not only keeps the website continually updated with new photos, you can see the amazing catches his charters get on any given day.

New website launch is a success.

And the Captain continues to update his blog and on-page SEO himself after our training. 

Top Features

Responsive Design

We took his original HTML website and moved it into WordPress. Since most of his traffic is from mobile it was important to have it optimized for mobile.



Capt. Richard blogs about his charters and other events almost daily so we optimized his blog for imagery, content, categories, and on-page SEO.

Online Booking Calendar

We incorporated an online booking calendar into the website to help get more bookings.


Online Chat

Because most of the site visitors are on their phone while on vacation the chat feature gets a lot of use. After only a few months it is averaging 50 chats per month.

On-Page SEO

To fully utilize the benefits of blogging with WordPress, we provided keyword research in the redesign in order to optimize the top landing pages.

The Benefit

Improved user experience when viewing the website on a mobile device, while also improving ranking since Google uses mobile-friendly sites as a ranking factor.

Let’s Start Something new
Say Hello!

Looking to get better results for your business? Let’s chat and find out how we can help you create an online presence that will capture and convert more customers. Fill out your details below and we’ll be in touch within the next few hours.

  • This field is for validation purposes and should be left unchanged.