Project: SURF - MK Way | Website Design Science that turns Visitors into Conversions

Tools Used

MK-Way was approached by a surf school seeking to boost leads and bookings through an advertising campaign. Upon evaluating their existing landing page, we identified critical issues with messaging, accessibility, design quality and information architecture. To improve his CRO, we proposed the creation of a new, conversion-optimized landing page. This page wouldn’t just attract more visitors; it would also prominently feature Kala Grace, the school’s founder and a celebrated pro surfer. The impact was immediate and profound, leading to a request for a full website redesign.

Client — North Shore Oahu Surf School
Location — Hawaii
Industry — Surf School

Scope:

WEBSITE (UI/UX) DESIGN
CONTENT STRATEGY
COPYWRITTING

The primary challenge was twofold: Storytelling and Branding / Content Accessibility and Workflows. Our goal was to rectify the existing site’s deficiencies while spotlighting Kala Grace’s impressive surfing credentials, which had been previously underplayed. We aimed to build trust with potential students by showcasing Kala’s expertise and the school’s unique offerings. Positioning Kala as a world-class pro surfer was crucial in elevating the school’s reputation and driving increased bookings.

Intuitive Sitemap Redesign for Enhanced Navigation

In our approach to elevate the website’s user experience, we developed a new sitemap that is more intuitive and aligns seamlessly with visitor expectations. Outdated categories such as ‘Gallery’ and ‘FAQ’ were removed, and page titles were thoughtfully reimagined for clearer navigation. Importantly, we introduced the ‘Kala Grace’ category to accentuate the ‘celebrity’ aspect of the website.

Captivating Value Proposition

At the forefront of the website, we introduced a compelling value proposition, immediately establishing Kala’s prominence in the surfing world.

Building the Kala Grace Personal Brand

We immersed ourselves in extensive online research. Scouring your social media presence, interviews, and brand videos, we carefully collected every valuable piece of content that could elevate Kala’s reputation.

Equipped with insights from competitor analysis, we strategized on how to uniquely position him as a legendary surfer. This formed the backbone of our plan to develop your distinct “personal brand” throughout the website.

Elevating the Content

We leveraged Kala’s online presence, including interviews and social media, to craft a 5-page narrative in Kala Grace’s unique tone, transforming basic information into an engaging, user-friendly experience.

Elevating the Services

Each service was presented with concise, engaging descriptions, complemented by custom-designed icons that highlighted key information, enhancing the user experience.

Comprehensive ‘What is Included’ Sections

These sections were meticulously detailed, addressing the informational gaps of the previous site, and presented in an accessible, user-friendly format.

Personal Brand Weaved Throughout

To create a truly immersive experience, we strategically incorporated first-person copy in the contact forms, making visitors feel a personal connection with you. Additionally, we crafted realistic quotes from Kala, written in his authentic tone of voice, further weaving his brand into the fabric of the website.

Curating Images for Impact

Selecting and editing images from various sources, we integrated these visuals into the new UI design, amplifying the site’s visual appeal.

Advanced Elements

The introduction of dynamic elements added an extra layer of engagement.

Designing Branded Icons

Custom icons were created to align with the ‘lessons’ and ‘why us’ sections, adding a unique flair and enhancing the site’s distinctiveness.

Inspiring Trust & Credibility

We incorporated testimonials, videos featuring Kala, and press mentions, serving as key trust factors. This strategic use of social proof, aligned with UX heuristics, translates into increased bookings, as visitors are more inclined to learn from a master surfer whose skills and accomplishments are vividly showcased.

Before

After

20% MORE FOR BELIEVE

We believe in value. Value that makes the difference in your results, without the uncomfortable conversation to upsell an extra item with a price tag. MK-Way regularly goes above and beyond because we genuinely care about the people we work with. Here are a few value-added items that we prepared for Believe as our way of showing our appreciation for their business.