An Inside Look at an Online Catalog MakeoverA sporting goods site puts the emphasis on content and wins big.

Carlsbad, Calif.-basedSklzhad an online catalog conundrum. The athletic equipment manufacturer needed a way to differentiate itself from the rest of the field. So, in March 2011, the company, which sells its products through sporting goods retailers around the U.S., decided to relaunch its site with a new spin--and a new skin, heavy on text and video content. The goal? To become a destination site for athletes and trainers.

The fix:Since March, Sklz has created videos for 83 of the products it sells. And thanks to the redesign, its site has become a complete online training center for athletes--one that is accessible as a stand-alone and via links through the website of mega-retailer Dick's Sporting Goods, as well as throughDicksTrainingCenter.com. Sklz opted to host its own site rather than integrating it into the Dick's sites because the team wanted to retain the flexibility to rapidly add new video content as it was developed.