Boat Exchange

Copywriting, e‑commerce, Web
  • Smart new website from scratch
  • Sleek online showroom
  • Full copywriting service
  • Detailed listings
  • Inbuilt item comparison widget
  • Easy to update CMS
  • Full mobile optimisation

One of our growing list of Plymouth-based clients, the Boat Exchange is a partnership of sailing enthusiasts and boat brokers, aiming to provide a more straightforward approach to buying and selling boats. When they came to Voice, the firm had just acquired a beautiful new premises at Queen Anne’s Battery, Plymouth, and needed a slick digital presence to match it. Already, they had a nice logo, a strong ‘buy value, sell value’ business plan, and a clear idea of what they wanted – a simple, functional website that worked on all platforms.

The principle aims of the site were twofold: firstly to drive sales and secondly to encourage people selling their boats to sell to the Boat Exchange.

Step one was to choose a WordPress theme capable of holding listings – small individual profiles for each model in stock. By separating all relevant specs into standardised fields, the template style allows listings to be added easily and quickly by the owners – vital for a small business where boats are being traded all the time. It also helps provide a clear format to keep the layout neat and tidy, and avoids the risk of forgetting any crucial information.

From the customer’s perspective, the site structure provides a simple but comprehensive means of viewing the Boat Exchange’s available stock. User experience is improved further with the option to compare multiple listings, with the in-built comparison widget. Clutter is kept to a minimum, with clear messaging to direct users around the site, and ultimately to contacting the Boat Exchange directly.

Meanwhile, on the Selling page, as well as the Home page, readers are invited to sell their old boat to the Boat Exchange. Persuasive but not salesy, benefit-led copy was the key, underlined with strong calls to action on key pages.

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