Trout’s Fly Fishing of Denver to Re-Cast its Website to Improve Reach and Functionality

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The Unleaded Group of Denver is integrating new shopping car technology and search engine optimization techniques to help Trout’s serve a wider fly fishing audience.

Trout’s Fly Fishing, the West’s premier fly fishing shop and resource center, has engaged The Unleaded Group of Denver to upgrade the functionality of its website and further its reach among the Internet’s most prominent search engines.

Trout’s, celebrating its 15 anniversary in 2010, directly serves the Denver and Colorado fly fishing community with top-of-the-line gear, flies, fishing and stream reports, and educational resources including fly fishing classes, seminars and demonstrations from world-renowned experts. Its website has for years been reaching out to a much broader fly fishing community throughout the Rocky Mountains and the Western United States, and a detailed analysis of the site revealed there were enhancements that could be made to make the web experience more robust and to serve an even broader community.

“We conducted website usability studies to determine how visitors to Trout’s website sued the site, what areas were most popular, and to give us some indications of where we could make improvements,” says Jarod Clark, President of Unleaded Software, the web development arm of The Unleaded Group. “We are going to retain the visual language of the site, but make navigation and above all shopping the site a better experience.”

Chief among the findings in the usability studies and key to the improvements is the integration of the Magento Professional Edition, part of the Magento family of shopping cart technologies that are recognized as the market leader worldwide in online merchandizing. Magento, available in three editions to handle any size online merchandizing, is based on an open-source e-commerce solution and is capable of handling every aspect of online merchandizing from product display and selection, through checkout, billing, shipping to multiple addresses, languages, multiple currencies and more.

Trout’s current website includes an online shopping feature, but studies showed visitors often confused the online shop with the actual shop, and the integration of Magento Professional will also allow for more online product to be featured and for streamlined management and administration of online shopping, payments, shipping, and order histories. In addition, the Magento platform allows for a more vibrant “customer review” section where fly fishermen can share ideas and experiences with various products, and includes powerful integration of search engine optimization (SEO) techniques to enhance rankings in Google and other popular search engines.

“We are constantly looking for ways to provide our customers the very best fly fishing experience possible, whether it’s in our store, out on the stream, or on our website,” says Tucker Ladd, owner and proprietor of Trout’s Fly Fishing. “We have been working with Unleaded on a variety of web fronts to extend our reach and deliver more services to our customers, and their expertise in the usability studies, in web development and in SEO have been invaluable in establishing our brand online.”

The new Trout’s website is scheduled to launch in early January “just in time to get every fly fishing enthusiast ready for the all-important spring season when the fish are hungry and on the move,” Ladd adds.

Trout’s Fly Fishing was established in Denver’s popular Old South Gaylord shopping district in 1995, and was purchased by Ladd in 2005. In 2007 he expanded the operation to a 3000-sq. ft. location at 1303 E. 6th Ave., halfway between Downtown Denver and Cherry Creek. The shop includes thousands of flies, leading equipment, and instruction in its Angling University classrooms on all aspects of fly fishing, from casting and tying flies, to classes for novices, children and experienced fishermen alike. In addition, Trout’s and its website offer stream reports for the most popular fishing locations throughout the West, and links to professional fishing guides for river, lake and ocean fishing the world over.

For all things fly fishing visit and call 303-733-1434.

The Unleaded Group,, is a complete website development, video, marketing, advertising and Search Engine Optimization agency. Its web development arm, Unleaded Software, has built an impressive portfolio of Magento-powered online merchant websites, including the award-winning for the Colorado-based international tool retailer Tool King, and for Airwalk, the iconic brand of board-sports-inspired footwear, apparel and accessories. The privately-held Unleaded Group is headquartered in Denver’s historic Ballpark Neighborhood near Coors Field, home of the Major League Colorado Rockies baseball club.


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