Case study · Sunset Sail Key West
Their site caught up with their boats
We built Sunset Sail Key West's website on Webflow in 2020. By this fall a boat had left, a schooner had changed docks and a price had gone up, so we rebuilt it.
- Where
- Key West, FL
- What they run
- Sails on three classic boats
- Old site
- Webflow, our own 2020 build
- Live in
- 3 days
The boats moved on. The site didn't.
Booking worked. Book Now sat at the top of every page and opened FareHarbor. The trouble was what the site told guests on the way there.
- Old site:
The wrong dock for When and If
The trip pages and the Contact page put When and If at the Perry Marina on Stock Island. She now sails from downtown. A guest who went by the site could drive to the wrong marina.
- Old site:
Two pages for every sail
Shared and Private had to cover it all. The Shared page wrote up only When and If, so Malabar X's sails had no details. The starlight sail wasn't on the pages at all.
- Old site:
An old price
The home page had the Chillout Lilypad Sail from $595. FareHarbor sold it from $695, so a guest found out in the booking window.
- Old site:
No reviews in view
Their Tripadvisor rating sat in the home page's code, switched off. A guest saw no reviews there at all.
- Old site:
Old news left up
The FAQ still compared High Tide with Conch West, a boat that's gone. It said to bring your own drinks, but the schooners pour their own. And the home page still offered a Valentine's Day sail when we switched in November.
The site we replaced
Before
After
Where the boat leaves from
Before
After
What a guest finds now
This is what changed on the way to the Book button.
Old site:Two pages for every sail
New site:A page for each of 16 sails
A guest can read the one trip they want, with its price, time and dock, and book that sail from there.
Old site:When and If listed at the wrong dock
New site:Every sail names its dock
The address, the parking and when to be there all show before anyone pays.
Old site:No reviews on the home page
New site:4.9 from 1,287 Tripadvisor reviews, on the first screen
Someone who has never heard of them sees what other guests thought right away.
Old site:No phone number on a phone's first screen
New site:Call and Book now stay on screen
A guest can act from anywhere on the page, with one thumb.
Old site:Gift cards only inside the booking window
New site:Give a sail
Someone shopping for a gift can find it without starting a booking.
What Google can read now
The old trip pages gave Google little to go on. This is the old Shared page and the sail page that took over from it.
Before
sunsetsailkeywest.com/our-trips/shared-charters
Shared Charters
With room for up to 28 people to enjoy the gorgeous Key West sunset, the antique schooner yacht When And If is the most elegant sunset sail in town.
After
sunsetsailkeywest.com/trips/when-and-if-sunset-sail
When and If sunset sail in Key West, FL | Sunset Sail Key West
Two hours at sunset aboard General Patton's 1939 schooner, from the Historic Seaport downtown.
A page for each sail
Google had two trip pages to read. Now it has 16, and each title names the sail and Key West, FL, the way a guest would search.
A main heading on every sail
The old Shared and Private pages had no main heading, the line that tells Google what a page is about. Each sail page now leads with its name.
Details made for Google
Each sail page carries its price and dock in code Google reads, called trip schema. Every page gives the address and phone number. Before, only the home page had this kind of code, with no address or phone.
Old links still work
All 20 addresses on the old site's list now forward to a live page, so links out there don't break.
A cleaner list of pages
A leftover Style Guide page, six stray blog posts and an empty Gallery were on the list Google gets. Those are gone, and the new Gallery has 16 photos and sits in the menu.
Faster, and easier to use
The old scores are the Webflow site. On a phone the home page went from 64 to 100. The pages also behave better: nothing jumps as it loads, and the easy-to-use score rose on every page.
Old site
On a phone
Speed
Easy to use
Best practices
SEO
Main picture shows in 3.2 s
On a computer
Speed
Easy to use
Best practices
SEO
Main picture shows in 1.3 s
New site
On a phone
Speed
Easy to use
Best practices
SEO
Main picture shows in 0.9 s
On a computer
Speed
Easy to use
Best practices
SEO
Main picture shows in 0.3 s
Scores from Google’s PageSpeed Insights, home page. They move a few points from run to run.
What we did without being asked
We built it before they said yes
Nick sent the finished site to Seth and Jenny in October. It had their trips, photos and reviews, and its Book buttons ran on their real FareHarbor. They could click through all of it before deciding.
Their notes went live the same day
They sent new proposal prices and two new sails, in their own words. All of it was live that day.
Their numbers carried over
We kept their Google Analytics and Meta Pixel, so their history carries on. The Book buttons also carry a website tag, made so their FareHarbor reports can show what came from the site.
More sites we’ve launched
Want to schedule a time to talk?
Book a 20-minute call with Nick. He’ll answer your questions, show you sites we’ve built for other charters, and tell you straight if it’s a fit.
- Month to month
- No setup fee
- Live in 7 to 10 business days
- You keep your website if you leave
18 onboarding spots available this month
“I spoke with Nick personally. He’s prompt about getting back to me.”