Designing White Glacier’s Website

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July 31, 2015
Ericka Lewis Ericka Lewis

We discussed previously the challenges, strategies, and success we’ve had designing White Glacier’s brand assets and trade show campaign components. Here’s the scoop on their one-of-a-kind website.

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Screen Shot 2015 07 31 at 12.25.19 PMOne of the biggest challenges with an industry newcomer client like White Glacier is brand awareness. In today’s digital world (surprise! the internet is not just a fad :P), websites are among, if not, the most important brand asset businesses have. If we are to design and create a site for a client going head to head with the mainstays of their industry, it has to tell a powerful story, be found, and make an impact.

From a design perspective, the biggest challenge was designing a product-based website for products that were still in prototype. White Glacier wanted to start garnering pre-orders and gain momentum prior to launch so it was a must to get the site up and running in no time. With no actual product images in hand off the bat, this was truly quite the challenge. 

Another conundrum at hand is that the product itself — the suit, is subject to modifications every month and consequently, images across the site have to be replaced accordingly. Without access to the final product, images of the product, or testing complete to prove what it was capable of, the project proved challenging. 

Moreover, the site is targeting several different buyer personas that are as different from each other as they can get. How do you design a cohesive site for ship crewmembers, C-suite, and procurement specialists? All three groups have different expectations and user experience needs.

The Design

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The website has a distinct design that differentiates it at one glance from its established competitors. The website design highlights the capabilities and features of the suit while drawing the user in imaginatively and tugging on user emotion. This was accomplished through animation and strategic image selection. 

One of the main focal point of the site is the blog. The continuous blog scroll and dynamic look of the blog in HubSpot really foster brand awareness by experiencing the graphic theme throughout. The site was also smartly organized for easy navigation and self-identification on which particular set of information applies to the user in question. Everything from images to copy are all focused around the user’s specific industry needs, offering a personalized buying experience. 


Since launching their site we have doubled total site traffic and tripled organic traffic. Before launching their site in April White Glacier had little to no SEO value or keyword foot hood. They now have 7 of their top keywords on page 1 and 10 on page 2. 

The success of the site not only lies in the design but also the fact that the product itself is unique in its industry. Coupled with strategic design, great user experience and compelling messaging, the site is unstoppable. Showcasing the product for each buyer persona helps prospective buyers see benefits the suit has to offer them in their respective trades. Cutting down the clutter and keeping the buyer from sorting through everything helps ensure the successful performance of the site. 

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The site design created a powerful brand image with poignant messaging. For a budding brand these components are vital. The website in its entirety connects users to the products on an emotional level. The site also enables the client to assert their uniqueness by standing out from their competitors.

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