A Mountain Park Website Built for Real Growth

About the Client

Granite Gorge Mountain Park is a family-owned ski area and mountain park in Keene, NH, the only local mountain offering both alpine skiing and dedicated tubing terrain. With 17 acres of skiable terrain, beginner-friendly slopes, and an expanding summer program that includes mountain biking and seasonal events, they serve outdoor enthusiasts of all ages across Cheshire County and surrounding areas in Vermont and Massachusetts.

The Challenge

When Granite Gorge came to us under new marketing leadership, their website was the single biggest obstacle to growth. A third-party vendor still held ownership of the site, meaning no updates, no SEO improvements, and no operational changes could be made without going through them. And the site itself had serious problems:

• Cluttered layouts with too much scrolling and no clear visual hierarchy
• No consistent brand identity: fonts, colors, and tone varied from page to page
• Seasonal content switching was broken, creating dead links and missing information
• Poor mobile experience across key pages
• No way to sell tickets online, control parking capacity, or let visitors sign waivers digitally

• Low local awareness: many potential visitors in the area didn’t even know the mountain was open

The site wasn’t just outdated. It was costing them visitors and revenue every single day.

What we did

1. Brand Identity First

Before touching the website, we built the visual foundation. Our design team developed a full brand guideline (including color palette, logo variations, iconography, and UI component specs) that standardized everything. Their internal team now has a document they can reference to keep things consistent going forward.

2. Defining the Voice

At the same time, our content team developed a Tone of Voice guide that defined how Granite Gorge communicates across every touchpoint. That guide shaped all the website copy and became a resource for everything they create going forward.

3. A Smarter Site Structure

With the brand and voice in place, our SEO team redesigned the full site architecture from scratch. The goal: fewer clicks to get to critical information, a navigation structure that actually made sense, and a layout that could shift cleanly between ski season and mountain bike season without breaking anything.

That meant reducing navigation depth so high-value content was reachable in one or two clicks, building a seasonal mode system that kept year-round content always accessible, replacing text-heavy pages with image-led layouts, and making sure every conversion path (ticket purchases, pass info, waivers, contact) was easy to find and complete.

4. Copy That Matched the New Brand

Our content team rewrote the website copy from the ground up, replacing cluttered and outdated text with messaging that actually communicated what makes Granite Gorge worth visiting: local, affordable, beginner-friendly, and open year-round. Key pages, including the About, History, and Mission sections, were rebuilt to tell a real story and set GGMP apart from the larger resorts competing for the same audience.

5. Functional Integrations That Actually Work

Our dev team also solved the operational gaps the old site couldn’t touch: online ticketing with parking capacity controls, a merchandise storefront, digital waiver signing, and a CMS that lets the Granite Gorge team manage and update their own content without calling anyone.