Insights into Custom Web Design & Online Marketing

We deliver custom-crafted websites and online marketing programs for unique brands
Paul Frank + Collins Chooses Propeller 


Paul Frank + Collins Chooses Propeller 

We’re proud to announce that the law firm of Paul Frank + Collins has selected Propeller to design and develop their next website.  PF+C offers a wide range of legal services in ten practice areas to clients in New England and beyond. We’re excited to bring fresh energy and apply our skills as website designers to lift the brand visually, and tell their story in a fresh and engaging way.


propCMS 3.5 Launches


propCMS 3.5 Launches

Its pretty rare to hear of a CMS that people actually like to use. We consistently earn praise for the usability and depth of control from our propCMS. Nonetheless, we continue to strive to improve it. With our latest version 3.5, we’ve redesigned the user interface to make it even easier to use - and in that process we added a few new features, which extend the power and depth of our CMS!



New: Homepage Hero Video Player

Gunstock Home Vid 600 Want to grab eyeballs and engage visitors? What better way to show off your brand than with a short video that pops off the screen.

For newcomers to the site, a full screen video drops under the navigation to deliver a huge impact experience. The video itself is pulling from YouTube, so YouTube shoulders the hosting burden as well as the technology to manage stream quality.

Once its over, the video rolls back up to reveal the homepage again. We also cookie that user to avoid burdening repeat visitors with a video they’ve already seen.

Site administrators will love how easy this is to manage. On the backend, we’re tapping the YouTube’s API and pulling in video’s from the client’s account. So all the administrator needs to do is go into the CMS and select

We have full control of the interface of the window and can customize how the window opens, closes, and is framed.  As with everything we do, we can customize it however we like.

Check out the demo




New Responsive Website for Quadric Software

custom responsive web designersQuadric Software provides backup and disaster recovery software for web servers. Their target audience is ubber savvy/snarky turbo geeks (and I say all of that with respect and love)... a very critical bunch, so the first step in such a sales process is to project trust and legitimacy to get them in the front door. The offering and their reputation for a great product and personal customer service can then close the sale. The thing about web design is that credibility - or at least the first step toward earning credibility is a visual check. Do you look legit or not? If yes, then tell me more. If not... bounce.

Of course smart SEO is key to getting them to the front door. We focused a lot on the SEO from the beginning. We made sure we had headlines and content areas on the homepage that search engines would be able to index easily. In a niche like this with a few heavy hitters in the space, it is very rewarding to have the ability to level the playing field.

  • Responsive Design
  • Custom Design (no templates here!)
  • Search Engine Optimization (SEO)
  • Wordpress CMS
  • Integration with 3rd party systems

Visit the website



5 Website Tips for 2015

For many, this is the time of year to begin planning and budgeting for your website and online marketing. So allow me to help you spend that :) ... gee, so funny right? Sorry. Its Halloween. So let me take off my clown mask and provide some top-line ideas that I hope will increase traffic, engagement and ultimately CONVERSIONS in 2015.


responsive web design

Is it time for a web design refresh anyhow? Most brands redesign every three years.

Responsive Design If you haven't already, now really is the beyond the time to make the move. Check your analytics and you'll see just how many people are visiting your site via mobile.

Parallax Scrolling Effects Still new are parallax effects that allow us to trigger movement and effects as the user scrolls. Great tool for cool transitions and to highlight key page elements.


seo search engine optimizationI am continuously surprised how many sites are not properly optimized for search. This is low hanging fruit that you REALLY should grab. And remember, that SEO is constantly changing. Last year Google not only redesigned the SERP page, but Penguin and Panda introduced new rules to react to also.

This should be an annual line item.




redesign website

  • Geo-Smart Promotions : Push unique hero and secondary promotions to visitors based on WHERE they are.
  • Updated Photo Gallery : We redesigned our galleries based largely on Google's image search. Endless scrolling of images with larger thumbnails that enlarge within the page (vs pop-up or new page) and includes share and commenting functions. You can also now create your own galleries and place them on any standard content page. Example: Peek'n Peak
  • Instagram Gallery : Create your own Instagram Gallery and pull either an @ccount or #tag. Administrators have an approval gateway (or not), and can choose which images get highlighted. Similar to our new Photo Galleries, thumbnails enlarge within the page and the page scrolls endlessly. Here's an example: Bromley.
  • propCMS 3.5 : We've redesigned the administrative interface of our CMS. Responsive deign will allow administrators update the site via mobile, and overall the new design offers usability improvements. Additionally, we've added multilingual.



frogPhotography is powerful. Good photography will probably make the largest difference when it comes to making first impressions and connecting with your audience. So hire the best photographer you can afford, and then use it wisely across all channels... Instagram, Facebook, Twitter, G+, Blog, etc.





Screen Shot 2014-10-31 at 10.48.53 AMFirst, sharpen your ax and cleanup your exiting content. Odds are you are using too many words to say what you need, and you may have content that is no longer relevant or accurate.  As you retune, consider that most people don't read. They scan.

  • Grab your axe and cut cut cut.
  • Write for brevity
  • Write for people first, search engines second (consult your SEO expert)
  • Use bulleted lists

Now once you're done cutting start publishing timely and relevant content regularly. Here, a blog is key. This content then gives you something to share across social and email channels. Google loves blog content and as long as the blog is connected to your website, the entire site will benefit.



Fresh Responsive Redesign for Bromley Marks 10 Years of Partnership!

Bromley-Home 600cropped Going into year 10 with Bromley, we've rolled out a fresh responsive website that celebrates minimalism and usability. Bromley really wanted to take the battle axe to the site and we did.

The site now combines winter plus summer into one site that now serves desktop and mobile visitors. One might think that would force us to expand the navigation. Instead we cut it back considerably. Now it is super simple... Plan | Winter | Summer | Galleries. Moving Galleries to top level reflects the team's belief that "seeing is believing", and with our Instagram Gallery nothing says it better than customers.


The Seeing is Believing mantra is also reflected in the scale of photography and large visual homepage panels. The experience at the resort is so large and we needed to really focus on telling that story visually with photography.

So more white space, larger images, and less text.

Check it out >


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Why Facebook Fake Likes Will Hurt You

FB If you're advertising on Facebook to boost Fans/Likes you may be paying for Fans that will actually end up reducing your reach and increasing future costs. The following video (Feb 2014) shows evidence through case studies that reveal why its important to have quality over quantity. As the second part of the video reveals, even if you limit your geo targeting to the US, you're still within reach of LikeFarms who's goals are to mask their intentions through Liking literally anything. I just went through and began reviewing Propeller's Likes and found a number of bogus Fans. Some from Egypt. Some from India. Some from Texas... Its a slow manual process but you can remove these. Go to your page. To the right of your cover photo hover over Page Likes, and on the pop up, click on See All. Our advice is to put an intern on this to cull your Fans. Then when you advertise/boost limit your geography and tighten your campaigns by either displaying only to Fans and Friends of Fans, and/or by avoiding targeting broad/common Interests. If you target people who like Cats, you're going to get spam Fans. If you target less popular Interests like American Shorthair Cats you should avoid bad Fans. Its a jungle out there. Good luck.

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I love Remarketing Ads

Google Remarketing ads are those ads that follow you around the web after you've visited a site running such a program. Creepy? Who cares. In such a distracted world, this is a great method for bringing visitors back to your site and reinforcing your brand message through repetition to a targeted audience. Jess+WCAX


Quickly, the way it works, is that you connect Adwords with Analytics (must be using Universal code). You then create "lists" in Analytics that could be as broad as "all visitors to my site", or narrowed down to "visitors who entered my shopping cart, but didn't purchase". Then in Adwords, you set up a display network campaign and create ads that only target these lists.

The reason this is effective is that here you're targeting a person who's already touched your brand. They've been to your site. They've sniffed the bait, but did they bite before leaving? Why did they leave? Maybe the phone rang. Maybe an Ello friend notification popped up. Consumers are bombarded by a million and one distractions each day and this is a great tool to refocus their attention back onto you.