The Approach

The first step was understanding who was actually coming to the site and what they needed. For Outland, that's primarily prospective tree planters looking for seasonal work. Everything had to organically move those people from curious to applied, without losing Outland’s story along the way.

Each page was restructured to follow a natural arc: lead with impact, build credibility, sell the lifestyle, and make it easy to take action. The old site buried key information across disconnected pages and sections. The new site consolidates important details into a flowing story across a clear sitemap.

On the design side, walls of text were traded for clean layouts, strong typography, and photography that wholly captures what it feels like to plant. Moving from WordPress to Webflow gave the Outland team a platform they could better manage and easily update themselves.

The Outcome

Outland’s new site now has an intuitive flow and is much more aligned with their rugged, honest, community energy. Each page tells a clear story from top to bottom and naturally guides visitors through the brand's legacy, values, and culture, all the way through to application. 

The shift to Webflow means Outland's team can update seasonal content, swap photography, and manage job listings all on their own to keep the site fresh. As good as the new design looks, it also works a lot harder for their business. Clear calls to action, engaging lifestyle content, and dedicated testimonials give prospective planters a more informed reason to hit apply.

Outland now has an effective online platform that matches the scale of what they do in the field.

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