Standing Out From The Crowd
With tourism being Key West’s primary industry, there are numerous tour operators vying for the same customers. Danger Charters has been providing luxury sailing experiences in Key West for more than 30 years, but their website wasn’t helping them to stand out from the crowd. Owner Haig Smith challenged us to create an optimized website that looked nothing like their competitors’ sites, and immediately conveyed the company’s differentiating factors.
Lay of the Land
Our team’s first step was to embark on a journey of discovery.
We studied Danger’s competitors, learned all about Danger’s offerings and standards, took a deep dive into Key West culture, and gained a great deal of knowledge about the sailing community and boats!
Once we had our who, what, when, why, and how in order, we hit the ground running.
The Danger Difference
Danger Charters offers an experience unlike any other available in the Keys. Words that informed both the site design and copy included:
- High quality
- Slow, Calm
To be true to the Danger Charters brand and quickly articulate their high-caliber excursions, the new website would be clean, crisp, and sophisticated, without feeling formal or out of reach.
The incorporation of white space would give Danger’s range of experiences room to shine and would suggest a feeling of open air, breeze, and freedom. And the introduction of ocean blue across the site to complement the red logo added major Key West vibes.
Danger Charters offers several tours – with multiple days, times, durations, excursion types and locations, age ranges, departure areas, and special cruises to consider. The Beyond Marketing team had a great deal of information to present in a succinct and accessible way.
Our layout team and in-house copywriter worked closely together to ensure the final product offered users seamless navigation. We even sought permission to edit some of the language in the back end of Danger’s booking system so tour descriptions were consistent throughout.
The last thing you want on vacation is to feel stressed when you’re trying to book a relaxing experience!
We were mindful to infuse on-brand customizations throughout the site.
The map on the homepage, for example, was designed in house by our brand strategist – as were the line drawings of Danger’s fleet of historic schooners. In fact, we dedicated a page to the boats under the About menu because they are such a distinct aspect of the Danger brand.
The web copy includes “Easter eggs” that would bring a smile to those in the know. There are references to Key West locals and culture, to terms and traditions only sailing enthusiasts would notice, and to words and sentiments shared by individual members of the Danger Charters crew.
The addition of these and other personal touches – like team member bios including Google reviews that mention them by name – result in a warm and inviting site that gives prospective customers a sense of the high-value experience they’ll have with Danger Charters.
Search Engine Optimization
In a crowded market, a carefully crafted SEO strategy is crucial.
It takes a skilled SEO specialist to determine the right mix of keywords and phrases that will make a client rank high on the search engine results page. Our SEO team was steadfast in identifying and embedding terms and incorporating content that would help Danger to win visibility and see increased site traffic.
Over the course of four months, the Beyond Marketing team dedicated more than 250 hours to the Danger Charters project, and in February 2023 we launched their new, polished, and high-performing website. We couldn’t be happier with the result and, most importantly, our client is thrilled: