Project Description

Client: Toothy’s Tackle LLC
Website Link:
Location: Green Bay, WI
Website Type: CMS WordPress
Industry: Fishing, Fishing Tackle Manufacturing, Outdoor Sporting Goods
Date Completed: December, 2017
Designer: Andrew Ragas

Website Features: Toothy’s Tackle has been a client of ours since 2014. Our re-design of their website features a new and improved shopping experience, ease of ordering thru mobile device and desktop, improved engagement thru photo and video media, and easier access to product. In addition to an improved user experience, the website is powered by Woocommerce and Paypal Advanced, has SEO implementation on every page, and engaging contents and digital media.

Learn About the Client

Welcome to Toothy’s Tackle, home of the Toothy’s Tickler, Bully, Originals and Saber Series bucktails. We are your one stop shop for unique high quality muskie baits and freshwater fishing tackle. We only use top-shelf components and craftsmanship in the manufacture of our lures. We pride ourselves with our attention to detail and 100% customer satisfaction, guaranteed.

We have developed a unique lineup of inline bucktails with several different blade options and color schemes to cover all aspects of muskie fishing conditions. Our thicker skirting material is more reflective and more durable which also imitates natural bait fish flash. We also custom engineer all of our blades to start faster and generate different vibrations so that muskies are triggered to strike angry!

We are constantly developing new products and testing them in all different water types and fisheries so that one day they can be yours to enjoy, too!

The Challenges

Toothy’s Tackle, a friend and fishing industry partner of mine since 2014, approached me in fall 2017 about re-designing their outdated website, which was not mobile friendly, and a storefront wasn’t a focal point. The requests were to improve the user and customer experience through enhanced features and improved digital media content. In order to fulfill these requests, we needed to develop a website and online ordering platform that can be primarily used for mobile devices in addition to desktop. We also wanted a storefront to be the main focus of the homepage, where customers could order product with the click of a button, and without excessive navigation.


In mid November we extensively researched through potential layouts and designs, before settling on the formatting that was built. The strategy and pre-production was executed within a week. Project began shortly after Thanksgiving, and was completed December 15th.