Overview
Project overview
A South Florida company that builds carbon-fiber yacht tenders by hand. The homepage opens on an aerial shot of the boat, then covers what the tender does on deck, an online configurator, owner testimonials, the builders, and the fact that every boat is built to order.
The problem
The product is technical and expensive, so the site needed to show the build quality and the specs before making a sales pitch.
Requirements
- The copy had to lead with specifics: weight, deck space, and build details, before price.
- The configurator, owner stories, and the people who build each boat all had to fit on one continuous page.
Approach
How I approached it
Most yacht tenders are treated as an afterthought: heavy, plastic, and generic. Cape Catamarans builds something different, and the site needed to make that clear from the first screen.
I handled the strategy, copy, design, and development. The homepage opens on an aerial shot of the boat in use, with the line Carbon tenders, handcrafted for decades at sea, and then gives specifics before any sales pitch: what the tender weighs and how much deck space it leaves free. From there the page moves to an online configurator, owner testimonials, the two builders, and a note that every boat is built to order. Asymmetric layouts and close-up photography carry most of the design.
The tone stays the same throughout: a well-built, technical product that people buy once. Visitors get the facts first and can draw their own conclusions.
What was delivered
Deliverables
- Aerial hero image with the headline "Carbon tenders, handcrafted for decades at sea"
- Homepage sections covering weight and deck space, an online configurator, owner testimonials, the team, and build-to-order
- Photography direction and a simple type system
- Asymmetric layouts built around close-up product photos
- Strategy, copywriting, design, and development by me
Key decisions
- Specs first: weight, deck space, and build details come before the sales pitch
- The copy presents the tender as a carefully engineered, one-time purchase
- Covers strategy, design, copy, development, and launch support
Results
- The new site is live at capecatamarans.com
- Visitors can configure a tender online or ask the builders to call, from the same page
Technical notes
- Page structure that runs from the tender on deck to the configurator, owners, team, and a build-to-order section
- Responsive front end where the product photography leads the layout