Transforming an Outdated Recreation Industry Website into a Modern Digital Platform
I.C.E. Marketing & Consulting Ltd. has been serving recreation facilities, sports organizations, municipalities, schools, and commercial clients across North America since 1994. While the company had built an outstanding reputation within the recreation industry, its previous website no longer reflected the professionalism, product selection, and expertise customers expected online.
The goal of this project was to modernize the company's online presence, improve usability, simplify navigation, and create a professional website capable of supporting future growth.
🧠 The Challenge
Before the redesign, I.C.E. Marketing & Consulting faced several challenges that impacted the user experience and overall effectiveness of the website.
- Outdated website design and appearance
- Complex navigation structure
- Difficult product discovery process
- Limited mobile usability
- Text-heavy content presentation
- Poor visual hierarchy across key pages
- Website structure that had grown difficult to manage over time
Although the company offered a wide range of recreation and facility products, visitors often had difficulty locating the information they needed quickly.
Before Redesign
🎯 Project Goals
The redesign focused on several key objectives:
- Create a modern and professional appearance
- Improve navigation across hundreds of products and categories
- Enhance mobile responsiveness and usability
- Improve product visibility and accessibility
- Create a scalable platform for future growth
- Strengthen overall user engagement
🛠️ The Solution
Prairie Pixel Marketing implemented a complete website redesign focused on user experience, navigation improvements, and modern visual presentation.
1. Modern Visual Design
The new website immediately establishes credibility through modern design elements, stronger visual hierarchy, improved spacing, and a cleaner overall layout.
2. New Header & Navigation Structure
One of the most significant improvements was the complete reorganization of the website navigation. Visitors can now browse product categories more efficiently while accessing important information with fewer clicks.
- Simplified menu structure
- Improved product category organization
- Enhanced desktop and mobile navigation
- Better user journey throughout the website
3. Enhanced Homepage Experience
The homepage was redesigned to better showcase products, services, and expertise while helping visitors quickly identify the information most relevant to their needs.
- Improved content layout
- Featured product sections
- Visual category navigation
- Integrated multimedia content
- Stronger engagement opportunities
4. Modern Footer & Site Structure
The redesigned footer improves accessibility while providing visitors with clear pathways to major sections throughout the website. The new structure strengthens usability and creates a better overall browsing experience.
📊 Before vs After Comparison
Before Redesign
- Outdated website appearance
- Text-heavy navigation structure
- Difficult product discovery
- Limited mobile optimization
- Cluttered user experience
- Reduced visual engagement
After Redesign
- Modern professional design
- Improved navigation and usability
- Enhanced product organization
- Mobile-friendly experience
- Stronger visual hierarchy
- Improved user engagement
- Scalable website architecture
📈 Results (Expected Outcomes)
Following the redesign, I.C.E. Marketing & Consulting is positioned for:
- Improved visitor engagement
- Better product visibility
- Enhanced mobile usability
- Stronger customer experience
- Improved navigation efficiency
- A professional online presence that better reflects the company's reputation
🧩 Key Takeaway
A business with decades of industry expertise deserves a website that reflects its reputation.
By modernizing the design, simplifying navigation, and improving the user experience, Prairie Pixel Marketing transformed the I.C.E. Marketing & Consulting website into a professional digital platform designed to support future growth and better serve customers throughout North America.
🚀 Want Results Like This?
If your website feels outdated, difficult to navigate, or no longer reflects the quality of your business, Prairie Pixel Marketing specializes in:
- Web Design (Steinbach & Manitoba)
- Local SEO Optimization
- Conversion-focused website redesigns
- Google Business Profile optimization
Lets address your questions today!
I.C.E. Marketing & Consulting Ltd has served recreation facilities, sports organizations, municipalities, schools and commercial clients across North America since 1994. The company had built an outstanding reputation in its industry, but its website no longer reflected that.
The old site looked dated, the navigation was complicated, products were hard to find, mobile usability was limited, pages were heavy with text and the visual hierarchy was weak. The structure itself had also become difficult to manage.
Six of them: a modern and credible look, navigation that holds up across a very large product range, better usability on phones, products that are easier to find, a platform that can scale as the business grows, and stronger engagement overall.
The complete reorganization of the navigation. With hundreds of products and categories to move through, visitors can now reach what they need in far fewer clicks, on desktop and mobile alike.
A simplified menu, better category organization, visual category navigation on the homepage and featured product sections — so visitors land on what they came for instead of reading their way to it.
It was rebuilt to put products, services and expertise up front: a clearer layout, featured product sections, visual category navigation, multimedia and stronger prompts to get in touch.
Yes. Mobile responsiveness was one of the core objectives, and the rebuild delivers proper mobile navigation and a mobile-friendly experience across the site.
It was redesigned to improve accessibility and give visitors clear routes into the major sections. Together with the new structure, it makes the whole site easier to move around.
This case study sets out expected outcomes rather than measured figures. The rebuild positions the company for better engagement, stronger product visibility, improved mobile usability and more efficient navigation.
Yes. The same approach is available as web design for Steinbach and Manitoba businesses, local SEO, conversion-focused redesigns and Google Business Profile optimization. Get in touch to talk through what your site needs.
