Staff at Blue Ribbon Flies found it difficult to update content on the company's original HTML website, compromising the site's potential as a marketing and business strategy tool. It needed a new site with improved aesthetics and navigation to drive traffic and sell product-with the caveat that content could be managed in-house. Blue Ribbon Flies turned to Macromedia Alliance partner Fluid to design a new website with enhanced aesthetics and intuitive navigation that would draw visitors into the world of fly fishing and position Blue Ribbon as the authority on angling in and around Montana. Fluid turned to the Macromedia product family to take advantage of a complete suite of development tools.
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