Case study · High Caliber Sportfishing

No website before. Now every trip has a page.

Capt. Jimmy has run charters for 37 years. His Google listing had no website on it, no trips and no way to book. Four days after he sent his form, he had a site of his own.

Where: Marathon, FL
What they run: Fishing charters, two boats
Old site: None
Live in: 4 days

See highcaliberfishingcharters.com

Before and after: the website we built, on a phone

No website. Just a bare Google listing.

Repeat guests and referrals kept him fishing. But nobody had claimed his Google listing. A new guest who looked him up found almost nothing.

Old site:
No way to book
The listing had no booking link and no site to send a guest to. To book, a guest had to call and catch him off the water.
Old site:
No site to click
The listing had 1,341 views on Maps when we started. Anyone who looked had no website to go to.
Old site:
No trips or prices
No description, no services, no prices. From the listing, a family could not tell what he runs or what a day costs.
Old site:
Nothing from him up front
No logo, no cover photo, no hours and no photos of his own. Google picked a guest's mahi photo to lead.
Old site:
30 reviews with no answer
Guests gave him 4.9 stars. None of those 30 reviews had a reply, since nobody had claimed the listing.

What a guest can do now

Here's what changed for the guest.

Old site:No booking link on Google

New site:Ask to book on every trip

The form opens with that trip picked, and on a phone the button stays in view.

Old site:No trips or prices to read

New site:Four trips, each with price, hours and group size

A family can pick a trip and know the cost before they reach out.

Old site:Call and hope he picks up

New site:Tap to call, or ask in the chat

A guest who doesn't want to call can still ask, and the message goes to the app on his phone.

Old site:No idea who runs the boat

New site:His story, his boats and a wall of catch photos

A first-time family can see who they're going out with.

Old site:Just an address

New site:Directions right to the boat

Guests know where to park, which path to take and that his boats are first and second on the left.

What Google sees now

This is what Google has to read now that it didn't have before.

Before

No website

High Caliber Sport Fishing

Fishing charter in Marathon, Florida. An address, a phone number and no website.

After

highcaliberfishingcharters.com

High Caliber Sport Fishing | Marathon fishing charters

Fishing charters in Marathon, Florida Keys, with Captain Jimmy Gagliardini, 37 years a pro. Light tackle bay, reef, offshore and tarpon trips for up to 6 guests.

A page for each trip
Half Day, 3/4 Day, Full Day and Tarpon each have their own page. Each page title names the trip and Marathon, FL, the way a guest would search.
Trip details made for Google
Each trip page carries its length and price in code that Google reads, called trip schema. His listing had no trips at all.
Guest questions
13 common questions sit on one page, marked so Google can tell the question from the answer.
Site and listing point at each other
His Google listing now links to the site. The site links back to the listing, his Facebook and his Instagram. That shows Google it's all one business.
Handed to Google on launch day
We sent Google the site's list of pages on launch day. That list is called a sitemap.

The PageSpeed scores

This is Google's test of the new site on a phone with a slow signal. The home page scores 99, and its main picture shows in 2.2 seconds. The four trip pages score 96 to 99.

The site today

On a phone

Speed

100

Easy to use

100

Best practices

100

SEO

Main picture shows in 2.2 s

On a computer

100

Speed

100

Easy to use

100

Best practices

100

SEO

Main picture shows in 0.5 s

Scores from Google’s PageSpeed Insights, home page. They move a few points from run to run.

What we did on top

All of it went past the website.

A site built from his dock sign
The design comes from the "Caught aboard" sign at his dock. Guests stand by it for their catch photo.
A full Google listing
We claimed the listing, then added his site, a booking link, hours, a description, his four trips, his logo and 21 of his photos. His 36-footer is now the cover.
All 30 reviews answered
Each review now has a reply from the owner, even the old ones.
A new Facebook page
His old page was out of reach, so we built a new one and linked it from his site. A Facebook page isn't usually part of the job.
Set up on his phone, on the call
Jimmy runs things from his phone. So we set up the app with him on the launch call, step by step, until he was signed in with alerts on.