Anglers can start with the fish they’re after or go straight to a rod action, series or reel.
Ice Fishing Rod Mfg.
· Holmen, WI
Neptune’s unique angled handle was the reason to buy, but the old site made the rods impossible to find and hard to buy
Finding the right rod took too many clicks. Now anglers pick the fish they’re after, choose a rod and add a reel if they want one, all in a few steps.
Before
After
The Project
Neptune Ice Rods is a father and son company in Holmen, Wisconsin. Jon and Phil Mathwig started it in 2016 around an ice rod handle that’s angled to match the line of your wrist, and every rod is made and assembled in Wisconsin.
Their old website opened with a sepia photo and the line “The World’s Most Comfortable Ice Rods,” but it never explained the handle. The shop was hard to get to, every rod had a second listing for its combo, and the site wasn’t showing up when anglers searched for ice rods.
I rebuilt the website around the handle. The homepage puts a straight handle next to Neptune’s angled one and explains what it does for your wrist, then sends people into the shop by rod action or by the fish they’re targeting.
I merged 24 rod and combo listings into 12, so each rod has one page where you pick rod only or a combo with the JP200 or JP500 reel. I also set up the on-page SEO and customer reviews with photos, and connected the store to Google Merchant Center so the rods can show up in Google Shopping.
Project Highlights
The Angled Handle, Explained
A side by side on the homepage shows a straight handle next to Neptune’s angled one. Anglers see how it keeps the wrist straight before they ever pick a rod.
Shop by Fish
The Shop menu lets anglers start with the fish they’re after, from panfish and perch to walleye and northern pike. Rods are also grouped as Ultralight, Light and Medium so the right action is easy to find.
Rod Only or Ready to Fish
Each rod has one page with a box for every setup and its price. Anglers pick rod only or a combo with the JP200 or JP500 reel and add it to the cart.
Inside the Site
Why the Angled Handle Works
A side by side shows how the angled handle keeps your wrist in line with your forearm.
Ice Rods by Action
Ultralight, Light and Medium rods are each matched to the fish they’re built for.
Shop Page
Anglers can filter the shop by category, target fish and price.
Product Page
Each rod has one page with a box for rod only and each reel combo, with the price shown on every option.
Out on the Ice
The MidWest Outdoors TV segment and pro staff quotes show the rods being fished.
About
The About page covers the one handle design, the lengths, the reel options and the patent.
Client
Neptune Ice Rods
Location
Holmen, WI
Launch Date
November 2026
Web Services
Website Redesign
Ecommerce
SEO
Website Management
Live Site
Need a website that actually works for your business?
Send me a message and tell me your website problems. I’ll recommend the right approach for your business.
