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Blacksmith is a full service digital marketing agency, acting as a single, strategic partner for your brand's entire digital presence. Our integrated approach ensures your web design, SEO, content, and advertising all work in perfect harmony, driven by a single, powerful strategy.

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Voss Water Web Design Case Study

Explore this Web design case study. Discover how Blacksmith transformed VOSS Water’s digital presence, boosting total users by 60%

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Case Studies

July 29, 2025

+58% User Engagement Following a Dynamic Web Redesign for Vertx

Web Design, Retail

Premier tactical gear brand Vertx had a solid website that lacked the dynamic elements and clear user journeys needed to fully engage its discerning audience. A strategic web redesign focused on interactive animations, a smart navigation system, and tailored content architecture resulted in a 58% increase in user engagement and a 45% lift in eCommerce conversion rate.

About Vertx

With web design, BSA improved the reliability, performance, and uptime of Vertx

Vertx is a premier manufacturer and distributor known for its tactical and outdoor clothing, equipment, and gear. Their products are designed specifically for the demanding needs of military personnel, law enforcement, and discerning outdoor enthusiasts, requiring a digital experience that matches their high standards of performance and quality.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

Your business is unique, and your website should be too. We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Content Strategy

A beautiful design needs a clear message. We help you structure your information and refine your writing to ensure your story is told effectively, your value is clear, and your customers find the answers they need.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

A Flat and Static User Experience

Despite a solid brand aesthetic, the website lacked dynamic elements like movement and animations. This resulted in a flat, static experience that failed to captivate users or reflect the high-performance nature of their products.

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Inaccessible Gated Content

The site fell short in effectively building value, as key product information was often hidden behind data touchpoints. This prevented users from easily accessing the details they needed, creating friction in their purchasing journey.

An Inconsistent Digital Strategy

An inconsistent page hierarchy and a lack of clear user journeys suggested the absence of a cohesive digital strategy. This impacted the overall user experience and limited the site’s ability to effectively engage its different audience segments.

The Solution

An Innovative and Engaging Visual Experience

We implemented a new design featuring interactive animations and motion graphics to dynamically engage users. This approach not only boosted the website’s aesthetic appeal but also significantly enhanced the interactivity of the site, creating a memorable visual environment.

A Smart Navigation System

Our strategy included developing a streamlined navigation system with smart and sticky menus. This was designed to guide users through a seamless journey from their initial discovery to the final purchase decision, improving the overall user experience.

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A Tailored and Accessible Content Architecture

We redesigned the content architecture to ensure that important information is easily accessible and navigable. By introducing content segmentation strategies, we were able to cater specifically to different user groups to meet their distinct needs.