What We Tell Our Clients About Websites (And How We Took Our Own Advice)

You’re scrolling Instagram. Half zoned out in the disassociation void, thumb drifting. Between a dog in a lobster costume and someone’s engagement photos, something actually catches your eye.

Fish tacos.

Crisp, bright, beautifully shot. The person making them is funny in that effortless, disarmingly cheeky way. Volume up, that ASMR taco shell crunch is bliss. They crack a joke and call the halibut “thick with two Cs.” You laugh, and you notice the fish—it looks really good. Fresh. Not mystery-fillet vibes. Apparently it’s part of a new seafood taco kit line? You like tacos, who doesn’t like tacos? You’re intrigued. You tap the seafood brand’s handle.

Their Instagram is full of the good stuff. More recipes, more approachable how-to videos, more seafood that looks delicious and doable. Colorful, fun, you’re sold on the vibe. You want to know more. You want to buy something (you know the dopamine has you at this point and you’re in for the ride). You tap the link in bio.

Now the magic breaks—or it blooms.

Scenario 1: There’s no website. Just an in-app shop but… No About page, no recipes, no story, no soul. You’re not quite ready to purchase, you just want to browse, get a feel. But there’s no more feels to be felt. Your cat knocks over a plant. You curse the furry demon spawn. You close the app, and that seafood brand is lost to the sands of time (except every time your algorithm pops it up again to remind you of your disappointment, so eventually you’ll mute those notifications forever)

Scenario 2: There is a website. But it’s not made for your phone. You have to scroll left to read the full header, the colors are limp, the layout is messy. The navigation bar is buried in a dropdown menu that’s too tiny to use. You try to find product info but end up rage-tapping the Contact page three times. Frustrated, you bounce. Brand forgotten. Possibly blocked.

Scenario 3: The link opens into a website that holds the door for you. The same vibe you felt on their social media–fun, clear, a little cheeky—is all here, but better, elevated and with more depth. Navigation is seamless. The design is sharp and bright. The language makes you smile. A popup appears: “Want to know how Andrew almost lost a poker game to a sea lion while halibut fishing? Subscribe to our newsletter to find out!” Don’t threaten me with a good time—subscribed!

Now you’re reading about the fishermen behind the brand. You learn how the seafood is caught, handled, and delivered. There’s the transparency and traceability you hope to see, but there’s more than that. There’s joy, excitement, camaraderie, humor, and a refreshing dose of healthy pride in the work these folks do! You’re having a bit of a ‘hell ya, love this for them!’ moment. You add the halibut taco kit to your cart. And the prawn kit. Then some smoked black cod. Maybe a couple tins of smoked oysters for good measure. You weren’t planning to shop today. Now you’re wondering if you need to buy a chest freezer…

And that’s the power of a good website. It’s what all that social media effort leads to, and what makes someone stay once you’ve got their attention. Because if you only get one shot at turning curiosity into connection, you really don’t want to waste it on a version of your story that was built for a 2016 desktop.

We recently gave our own digital home a total overhaul. Not just because our story has evolved (which it has), or because we love a good design moment (which we do), but because if we’re going to tell our clients that their website is the foundation of their marketing ecosystem, we’d better be ready to put our money where our mouth is.

So we did.

Here’s how we approached the rebuild, and what we think every seafood brand should consider when they’re checking in on home base:

We clarified our offer. We were doing a lot of things for a lot of people, and unless you had a long call with us, we didn’t feel what we actually did was as crystal clear as it should be. Our new site puts our services front and center, with crisp, clear copy that makes it easy to see what we offer and how we work.

We made the experience visual. Words inspire action, but visuals get attention. We invested in high-quality brand photography, custom graphic elements, clear layouts, and a color palette that communicates who we are without saying a word. The seafood industry, and the work we do in it, is incredibly visual and our digital presence reflects that.

We built in proof. Our project case studies now have a proper home, showcased so future clients can see how we think, what we do, and what we’ve helped others achieve. For seafood businesses, this is where you can bring your process to life: how you source, who you work with, what sets you apart.

We focused on mobile. Because if your website doesn’t work on a smartphone, it doesn’t work. This site is light, fast, clear, and optimized for mobile because we know that’s where people are looking. We made it easy to navigate, easy to contact us, and, we think, a delight to explore.

We created a hub, not a silo. Our site connects out to every channel we use: LinkedIn, YouTube, and our independent platforms. We wanted it to feel like an ecosystem where people can find us, learn about us, and engage with us in a variety of ways.

Above all: strategy. Our site is a living example of what we tell our clients every day: your owned assets are the foundation of your marketing ecosystem. Social media is a fantastic vehicle, but your website is the destination. That’s where your richer stories live and the center of the web that ties your whole digital presence together.

Our old site got us through the early days, but it didn’t speak to who we are now, or who we’re becoming. We’re proud of how our business has grown. We’re going to keep evolving. We’re making sure our website is both keeping pace with us, and is aligned with the level of service, style, and substance we bring to our clients.

We built our own house to reflect the kind we build for others.

So here’s your nudge: take a look at your own website. Does it reflect your current business and actions? Does it represent your quality? Is it up-to-date, intuitive to navigate, easy to find, and ready to catch new leads? Does it live happily on mobile?(!!!)

If you’ve outgrown your current site, if your brand and your mission have evolved, or if your audience has changed, let’s get your ship in shape.

Explore our site and see how we’re telling our story. Then let’s talk about yours.