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Case study ยท Fishing charter website design

Native Charters, rebuilt.

Offshore, inshore and scalloping charters out of Crystal River, Florida. Native Charters came to Oogle with a working website that asked the customer to do the work. We redesigned and rebuilt it on WordPress around the one question every visitor arrives with: what do I want to catch, and which trip is that?

Where it stands

Website redesign in progress. What you see here is the finished design ahead of launch. It replaces the current site at nativechartersfl.com when it goes live.

Before and after

The redesigned Native Charters homepage by Oogle: a headline about Crystal River fishing charters built around what you want to catch, a Find Your Trip button, and a photograph of a gag grouper held up on the boat.After
The original Native Charters homepage: a photo header carrying every charter type in the headline, two price banners, and Book Online and Call to Book buttons.Before
BeforeOriginal Native Charters website
AfterWebsite redesign by Oogle

The project

Same charter company. Completely rebuilt digital experience.

Same captains, same two boats, same phone number. The old site put most of the facts on one long page and left the visitor to sort them. The new one is organized the way a customer actually decides: what they want to catch, how far out they want to go, and which boat that means.

Client
Native Charters
Industry
Fishing charters
Location
Crystal River, Florida
Platform
WordPress
Status
Redesign in progress

What changed.

Charter discovery comes first

Trips are grouped by where they go and what they target: offshore and deep sea, inshore and nearshore, scalloping. A visitor picks a direction, then a trip, instead of reading a list of everything.

Two boats, told apart

The 35-foot center console and the 27-foot AmeraCat each get a page of their own: range, group size, what it fishes for and which trips run on it.

Fish, by season

Every species has a page with when it is open, where it is caught and which trips target it, so a seasonal search lands somewhere useful.

Conversion paths that are designed, not bolted on

Book a trip and the phone number sit in the header, on every trip card, on the trip page and in a bar that follows the page on a phone. Online booking goes through the charter's own booking partner.

Rates in one place

Every trip side by side: price, who it covers, hours, departure time and boat. The price is for the boat, not per person, and the page says so.

Built for a phone first

Most people book a charter from a phone, often from another state. The layout, the type and the buttons are designed at that width before any other.

Performance

A custom WordPress theme in place of a page builder: fewer scripts, images sized to where they appear, and nothing loaded that the page does not use.

SEO foundations

One page per trip, boat and species, each with its own title, description, heading structure and clean address, and internal links that connect them.

AEO and GEO foundations

Plain answers on the page to the questions people ask: what is included, what to bring, when a season opens, how booking works. Structured so search engines and AI answer engines can quote them.

The brand, presented properly

The existing Native Charters logo and colors, set with editorial type and the charter's own photographs: the captains, the catches and the actual boats.

These are design and technical improvements, not measured results. The redesign has not launched, so there are no rankings, traffic or booking figures to report, and none are claimed here. When it goes live and there is real data, this page will say so.

The whole page

Top to bottom.

The old homepage beside the new one, both captured at the same desktop width. The new page is longer because it does more: it answers the booking questions instead of linking out to them.

The full original Native Charters homepage: header, hero, three charter photos, three embedded videos, captain biographies, a grid of fish, trip preparation lists, policies and the footer.
BeforeOriginal homepage, full length
The full redesigned Native Charters homepage: hero, the two boats, a range comparison, six trip cards with prices, fish by season, what is included, the captains, fishing reports, reviews, questions before you book and the footer.
AfterRedesigned homepage, full length

Mobile

Where most charters get booked.

The same first screen on a phone. The new site puts the trip finder and the call button where a thumb can reach them, and a Call and Book a Trip bar follows the page as it scrolls.

The original Native Charters homepage on a phone: a long headline, star rating, two price banners and two orange buttons.
BeforeOriginal, on a phone
The redesigned Native Charters homepage on a phone: a photograph, the headline, a Find Your Trip button and a Call button, with the phone number one tap away in the header.
AfterRedesign, on a phone

The redesign

Inside the new site.

The pages that do the work: a trip, the fleet, the fish, the rates and the booking page.

A trip page on the redesigned Native Charters site: 40 Mile Max Offshore Bottom Fishing, with duration, departure, group size and boat, the price for a private charter, what is included and a Check Dates and Book button.
A trip pageDuration, departure, group size and boat at a glance. The price, what it includes and the booking button sit beside the description, not at the bottom of it.
The Fishing Charters index on the redesigned site: a headline, filters for offshore, inshore and scalloping, the two boats, and the first row of trip cards.
Fishing chartersEvery trip, grouped by offshore, inshore and scalloping, with the boat as a filter.
The Our Boats page on the redesigned site: the 35-foot offshore center console with its length, range and guest count, and the 27-foot AmeraCat catamaran below it.
The two boatsLength, range, guests and which trips run on each, so the boat is a decision rather than a surprise.
The Fish We Catch page on the redesigned site: a grid of species photographs, each with its season, including grouper, gag grouper, red snapper, mangrove snapper, hogfish, redfish, spotted seatrout and sheepshead.
Fish we catchEach species with its season and the trips that target it.
The Rates and Trip Comparison page on the redesigned site: a table of offshore trips with hours, departure time, price, extra-person cost and a Details button for each.
Rates and trip comparisonEvery trip in one table: price, hours, departure, boat and what an extra person costs.
The Book Your Trip page on the redesigned site: three booking buttons for inshore and nearshore, scalloping, and offshore and deep sea trips, beside a panel for booking by phone.
BookingPick a trip type, then a date and group size through the charter's booking partner, or call. Both are on one screen.
The Fish We Catch page on the redesigned Native Charters site, on a phone: the heading and the first species photographs with their seasons.
Fish we catchSpecies and seasons, one thumb-scroll long.
A trip page on the redesigned Native Charters site, on a phone: the trip name, a photograph, the price and a booking button.
A tripPrice and booking within a thumb's reach.
The booking page on the redesigned Native Charters site, on a phone: the heading and the three booking buttons.
BookingOne tap to a trip type, or a call.

Have a website like the old one?

Tell us what it fails to do and we'll tell you what a rebuild takes.

Start a Website ProjectAbout our design work

Rather talk it through? Call 833-336-6453.