Note from James Guldan

Owner of Vision Tech Team

One of the massive privileges of working with some of the biggest information marketing companies and Ecommerce brands in the world is getting to see the backend of everything that is working.

I decided to document some of the takeaways and share them in a segment I will be entitling Funnel Optimization Case Studies.

I will be going through pretty much any client that will let us share some of the takeaways from working with them.

Google almost anything fishing related and these boys come up.

We just launched the biggest site we have personally ever handled. With over 10,000+ pages this overhaul was insane.

I remember the first time I heard of these guys I thought “An information product for FISHING?!”

Their community is MASSIVE.

They care more about the fishing community than anyone I have ever met. They are the real deal. Their main marketing assets have always been their content.

One of the big issues we encountered when first talked to them was that they undervalued their product a ton. The amount of value you get for their $97 per year product is INSANE. You get your money back instantly with the deals they have set up with vendors to get discount equipment. Not to mention that they GUARANTEE you will catch more fish with their program.

It’s crazy to me that the fisherman community spends $10k+ per year on equipment to HOPEFULLY help them utilize their time on the water better, and in reality, a lot of it is just about knowing WHERE to fish. These guys solve that.

So the boat, gear, etc everything doesn’t matter when you know where to fish. These guys could beat anyone with a $100k+ rig out fishing with a stick, twine, and a hook from shore.

So if the ideal client goal wants to catch more fish, this is a no brainer.

The biggest takeaways we have from Salt Strong is more around their site. Most of their content is organic and they do well with it. However, by the time we got to them, the technical debt accrued from a site that had not been updated in years was so bad that it couldn’t handle more than 1000+ people on the site or it would crash.

The entire site, which was their business model, had to be redone.

So the big takeaway was to make sure you keep track of your technical debt. And if your whole company runs on something, understand that it should be watched pretty closely. Most people assume SEO traffic is free, however keeping your site up to date and speed costs time and money.

Case Study

Who they are:

THE FIRST & ONLY ONLINE FISHING CLUB That Guarantees You’ll Confidently Catch More Saltwater Fish Every Trip

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“Our major growth challenge was that we grew too fast and had too many technical problems to scale. We were spending so much time putting out fires and fixing things. Working with Vision Tech Team was one of the best decisions we ever made. One idea, in particular, added $40k instantly without creating anything new. These guys know their stuff!”

Joe Simonds

Owner of

Why they came to us:

When we ran our Business Audit on them, we found their biggest problems to be:

Major Problems:

1. Needed to simplify their checkout process to make it easier for consumers to purchase and instantly receive exactly what they paid for.

2. Fix their messaging to explain their offer more clearly to the right people.

3. Fix their site from all the technical debt while avoiding a ton of SEO issues so they could actually use their site and not launch things and hope and pray it would stay up.


  • We simplified the checkout process and got clear on what products in the company make the most profit and are aligned with the customer journey which creates a better user experience and makes for better profit as you sell more.
  • Get clear on messaging using storybrand as a tool – and implement that throughout the site.
  • Fixed the site from the duct tape and super glue it was currently at. Adding pages used to break the site. If you deleted a user, the site would go down. We completely re-did the site. We evaluated the cost-benefit analysis on redoing the site and there was enough return on investment to justify the cost.

Tech Specs: (What technology was used for this project)

Server: Amazon custom – This was used as their main site is SEO and ran on WordPress. WP engine is the best. (Shameless affiliate link:

Pages built on: Custom HTML/CSS – Used for speed and ability to edit. Some pages have been hardcoded that get enough traffic. Some pages go through Samcart.

CRM: Infusionsoft – this was used as it had the best delivery that had been tested for SaltStrong.

Marketing Automation: Infusionsoft – a legacy system.

Payment Processor: Authorize/Paypal – this was used as they get a significant amount of Paypal orders.