Case Study
North Shore
Oahu Surf
Content Strategy · Copywriting · UI/UX Design
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.
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. Positioning Kala as a world-class pro surfer was crucial in elevating the school’s reputation and driving increased bookings.
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 Outdated categories such as ‘Gallery’ and ‘FAQ’ were removed, and page titles were thoughtfully reimagined for clearer navigation.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.
At the forefront of the website, we introduced a compelling value proposition, immediately establishing Kala’s prominence in the surfing world.
We immersed ourselves in extensive online research. Scouring 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 his distinct "personal brand" throughout the website.
We leveraged Kala’s online presence, including interviews and social media, to craft a narrative in Kala Grace’s unique tone, transforming basic information into an engaging, user-friendly experience.
Each service was presented with concise, engaging descriptions, complemented by custom-designed icons that highlighted key information, enhancing the user experience.
These sections were meticulously detailed, addressing the informational gaps of the previous site, and presented in an accessible, user-friendly format.
To create a truly immersive experience, we strategically incorporated first-person copy in the contact forms, making visitors feel a personal connection with Kala. Additionally, we crafted realistic quotes from Kala, written in his authentic tone of voice, further weaving his brand into the fabric of the website.
Selecting and editing images from various sources, we integrated these visuals into the new UI design, amplifying the site’s visual appeal.
The introduction of dynamic elements added an extra layer of engagement.
Custom icons were created to align with the ‘lessons’ and ‘why us’ sections, adding a unique flair and enhancing the site’s distinctiveness.
We incorporated testimonials, videos featuring Kala, and press mentions, serving as key trust factors. This strategic use of social proof translates into increased bookings, as visitors are more inclined to learn from a master surfer whose skills and accomplishments are vividly showcased.
The result was a beautiful, hyper-converting website that truly matched Kala's reputation. Everything from the immersive wave textures to the high-performance UI brought North Shore Oahu Surf School into a Category of One.
