“The team at CYBERsprout sat down and heard us out--our wants, our complaints, and our expectations... and then proceeded to knock them out of the park. They delivered a very clean product that was tailored to the way that we operate our business. As a sales and service business, we hold ourselves to a higher standard, and understand what it takes to deliver outstanding results. Definitely proud to be a customer of CYBERsprout.
For other customers waffling on the decision--get on board before it is too late, because as we've learned, a company that can offer this level of service and product will grow until they have more work than time left in the day.”
The Challenge
As Carlson Dock continued to grow—most recently expanding with a new location in Glenwood, Minnesota—it became clear that their website needed to grow with them. While the original site we built years ago had served them well, the addition of a new service area brought fresh visibility goals and new customer audiences. To support that growth, the team wanted to ensure their Glenwood location was clearly represented and fully integrated with a Google Business Profile to improve local SEO and capture more regional search traffic.
Alongside the location update, product content had started to fall behind. Many of the docks, lifts, and accessories featured on the site had new specs or updated images, and keeping that information current was essential—not just for accuracy, but for earning trust with buyers who rely on visuals and details to make confident decisions.
Their Shop page also needed an upgrade. The existing filters were built around broad product categories, which worked fine early on—but as their inventory grew, customers had a harder time narrowing in on exactly what they needed. Carlson Dock wanted to make it easier for visitors to search by specific product details, helping them find the right solution faster and with less friction.
And finally, while the site’s design had held up well over the years, Carlson Dock recognized the chance to refresh the look and feel to align with current design trends and best practices—keeping the experience clean, modern, and easy to navigate across all devices. It was less about starting over and more about leveling up to match where their business is today.
Our Solution
To meet Carlson Dock’s evolving needs and support their continued growth, we focused on building a website that not only looked great but worked harder behind the scenes. Our approach blended strategic SEO improvements, better content management, smarter user experience tools, and a refreshed design—making the site easier to update internally and more effective for visitors. Here’s how we made it happen:
Scalable Location Management
To support Carlson Dock’s expansion, we built a custom content type for managing locations and related team member profiles. This allows their team to easily add or update contact information and staff bios, all from one central dashboard. The content feeds into polished, interactive layouts that look great and keep updates simple for internal managers—no technical know-how required.
Strengthened Local SEO
We optimized meta descriptions, page titles, and product archive pages to improve overall search performance. On the local level, we reviewed and refined Carlson Dock’s Google Business listings, and configured directory tools to push accurate location data across dozens of online platforms. This ensures consistent, optimized presence in regional search results—without adding extra work for their team.
Streamlined Product Updates
Using a detailed spreadsheet provided by the Carlson Dock team, we helped apply updated images, specs, and descriptions to their WooCommerce product catalog. These changes brought clarity and accuracy to the site’s most important content, helping to build customer trust and reduce confusion during the buying process.
Smarter Product Filtering
We introduced advanced filtering tools built on a custom field structure, making it easier for visitors to narrow in on exactly what they’re looking for. Not only does this improve the user experience, but it also gives the sales team the ability to create and share direct links to pre-filtered product views—making follow-up conversations with customers more targeted and efficient.
Brand-Forward Design Refresh
Carlson Dock’s new site embraces a clean, modern look that highlights the stunning photography and video content they had available. We introduced an updated color palette and typography system inspired by the lakeside lifestyle, and reorganized the navigation to help visitors browse by interest or product category more intuitively.
Empowered Internal Management
To make ongoing updates easy, we built custom backend tools using Advanced Custom Fields (ACF) and provided live training to Carlson Dock’s managers. The result: a site that’s as easy to maintain behind the scenes as it is engaging for visitors on the front end.
The Results
40%
Online Quote Requests
compared to prior year
17%
Engagement Rate
from 2024 to 2025
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