Stockholm Boats
Marine website design: one theme, five boat websites
7Fridays built the websites of Stockholm Boats, a Swedish distributor and dealer of premium boats, on one theme of our own: stockholmboats.se for the company, and a site for each brand it sells, iSloep, Dromeas Yachts and Northstar Boats, plus lynxmar.se for Lynxmar aluminium boats, in Swedish and English.
We built the first site in 2019 and extended the theme to the other sites in the years that followed. Each site is its own WordPress installation with its own content, built from the same theme: every brand site presents its boat models in Swedish, Lynxmar in English too, and the dealer site ties the brands together. The pages are built from blocks made with ACF PRO flexible content, so the client’s team adds new boats, prices and photos on its own.
The design brief was unusual for its time. In 2019 most projects still arrived as Photoshop files; this one came as screenshots of sections from other websites, with short text messages describing how each part should look and work. We turned that into one consistent theme that now runs five sites, and we still help with small tasks from time to time.
Websites: stockholmboats.se, isloep.se, dromeasyachts.se, northstarboats.se, lynxmar.se
- Client
- Stockholm Boats AB
- Industry
- Boat sales
- Year
- 2019 to today
- What we did
- Boat website design and one WordPress theme for five sites
One theme for many websites
Easy to edit, flexible and fast
A boat dealer needs a website for every brand it sells, and every brand brings new models each season. So we built one theme that all five sites run on: easy for the team to edit, flexible enough for five brands, and fast.
30 blocks, easy to edit
The theme has 30 blocks made with ACF PRO flexible content. The client’s team builds new pages from them and adds boats, prices and photos without a developer.
Why it matters
A new model goes online when it arrives, not when a developer is free.
A template for every boat
Every boat page follows one template with its own navigation bar, so a visitor moves through a long boat page in a click.
Why it matters
Each new model looks as good as the first one, on every site.
One theme, five websites
Each brand runs its own WordPress installation with its own content. Lynxmar runs as two, Swedish and English. Theme changes are rolled out site by site.
Why it matters
Each next brand site took about 20 hours instead of 100, because the theme was already built.
The five sites in numbers
2019 to today
- 5
- boat websites on one theme
- 50+
- boats presented across the sites
- ~100 h
- to build the first site and the theme
- ~20 h
- for each next site on the same theme
Will definitely work with [7Fridays] again, they are great!
Marine website design
Questions, answered from this project
How long does it take to build a boat dealer website?
The first Stockholm Boats site, theme included, took about 100 hours in 2019. Each next site took about 20 hours, because the theme was already there. With Fabrement in our workflow today, we estimate the same work at about a fifth of the time.
Can one theme run several boat brand websites?
Yes. Stockholm Boats, iSloep, Dromeas Yachts, Northstar Boats and Lynxmar each run as their own WordPress installation with their own content, on one theme. Theme changes are rolled out site by site, so each brand gets them when it needs them.
Can the dealer add new boat models without a developer?
Yes. The theme has 30 blocks made with ACF PRO flexible content, and every boat page follows one template with its own navigation bar. The client's team adds new boats, specifications, prices and photos on its own.
Can a boat website run in more than one language?
Yes. Lynxmar runs as two WordPress installations on the same theme: Swedish on lynxmar.se and English on lynxmarboats.com.
Can you build a website without a design file?
Yes. This brief came as screenshots of sections from other websites, with short text messages describing how each part should look and work. We turned that into one consistent theme that now runs five sites.
What do you build boat websites with today?
In 2019 we built them on our own theme with ACF PRO flexible content, our standard at the time. Today our standard is native Gutenberg blocks, built with Fabrement, our own AI workplace for WordPress.
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