# Rebuilding Clam Outdoors from the ice up **URL:** https://www.perrill.com/work/clam-outdoors/ **Author:** scribe **Published:** September 29, 2023 > ALL WORK CLAM OUTDOORS Rebuilding Clam from the ice up A top-to-bottom website rebuild with new messaging, design, imagery, and architecture built for passionate ice fishing enthusiasts. Sporting Goods Websites +189% Average session time +49% Pages per session 5% Average... --- [ALL WORK](https://www.perrill.com/work/) CLAM OUTDOORS # Rebuilding Clam from the ice up A top-to-bottom website rebuild with new messaging, design, imagery, and architecture built for passionate ice fishing enthusiasts. Sporting Goods Websites ![clam-hero](https://www.perrill.com/wp-content/uploads/2026/11/clam-hero-scaled.png) - +189% Average session time - +49% Pages per session - 5% Average conversion rate The challenge ## An iconic brand ready for its next chapter Clam Outdoors is a name ice anglers know and trust, and its community was overdue for a fresh, modern online shopping experience. The goal was a complete rebuild of the site, with new messaging, design, imagery, and architecture that could truly connect with Clam’s audience of passionate winter anglers. Behind the scenes, the challenge was just as big. The new site needed to manage an extensive catalog of product categories, SKUs, and variations across size, color, and quantity, all while supporting ERP integration and a multisite configuration. ![clam-full-width](https://www.perrill.com/wp-content/uploads/2026/11/Clam_2-1-scaled.png) Our approach ## A unified team across strategy, design, development, and SEO Perrill brought together strategy, design, development, content, and SEO to rebuild Clam’s digital experience from the ground up. Working collaboratively, our teams developed a new brand messaging strategy, redesigned the shopping experience, and built the technical infrastructure needed to support Clam’s extensive product catalog and growing family of brands. - ![Clam Outdoors website shown on desktop and mobile screens](https://www.perrill.com/wp-content/uploads/2026/11/clam-image-1.png) Strategy ### Positioning that shaped the entire site A brand messaging and website strategy exercise clearly positioned Clam within its industry and laid the foundation for the new site’s messaging and structure. From there, our teams built an entirely new architecture, from the homepage and top-level navigation down to individual product pages, so users can find exactly what they need in seconds. - ![clam-1](https://www.perrill.com/wp-content/uploads/2026/11/clam-image-4.png) Development ### A backend built for scale Perrill’s in-house Magento experts ideated, built, and managed the site’s backend architecture, making it easier than ever for Clam to manage its extensive inventory of products, SKUs, and variations. The team also spearheaded ERP integration and multisite configuration throughout the build. - ![clam-2](https://www.perrill.com/wp-content/uploads/2026/11/clam-image-2.png) Design & SEO ### Captivating design meets organic discoverability Content, design, and SEO worked side by side to deliver a cohesive, intuitive experience that conveys the stature of the Clam brand. Every page was built so products are readily findable through organic search, and as launch approached, each department came together to bring one unified vision to life. - ![clam-4](https://www.perrill.com/wp-content/uploads/2026/11/clam-image-3.png) Launch & expansion ### Elevating an entire family of outdoor brands The new Clam Outdoors site launched on time in summer 2023, bringing a fresh, long-awaited shopping experience to Clam’s community of winter anglers. The project was such a success that Clam asked Perrill to repeat the process for its four sub-brands—Blackfish Gear, All-Terrain Tackle, Polar Trailer, and Quick-Set Shelters—all of which went live with full rebuilds in late fall 2023. ## Ready for results like these? Tell us about your business. We’ll tell you exactly how we’d grow it. [LET'S GET STARTED](https://www.perrill.com/contact/) ## More work See where we’ve helped brands win [LET'S START A CONVERSATION](https://www.perrill.com/contact/) [Water / Retail · Websites ### A modern digital path to better water A Magento Multi-Store platform that lets every Culligan dealer sell online from a single admin panel Retail Websites See more](https://www.perrill.com/work/culligan/) [Commercial Furniture Manufacturing · Websites ### A multilingual website for global buyers Creating a site to natively support seven languages Manufacturing Websites See more](https://www.perrill.com/work/sico/) [Landscaping · Websites ### A photo-first website built in 96 days 340 Consultation requests in the first year post-launch Landscaping Websites See more](https://www.perrill.com/work/maple-crest-landscape/) ## This is how *you win.* Tell us about your business. We’ll tell you exactly how we’d grow it. [LET'S GET STARTED](https://www.perrill.com/contact/) ![dev-team-working](https://www.perrill.com/wp-content/uploads/2026/08/DX2A2988.jpg)