Geoff McCoy Surfboards represents one of Australia’s most influential and quietly revolutionary surfboard design legacies. In surfing circles, Geoff McCoy was a true legend, a fiercely independent designer whose ideas reshaped performance surfing and earned him a devoted global cult following. He was also one of my favourite clients. I met Geoff in his 70s and he was still relentlessly passionate about surfing, design, and the culture of the sea. The challenge was to honour that legacy while translating decades of innovation into a cohesive digital presence. Following Geoff’s passing on 22 April 2024, the website has become more than a brand platform. It now stands as a living catalogue of his life’s work, preserving the vision and craft of a master shaper whose influence continues to ripple through modern surf culture.

The work

MangoTree Media worked as an end-to-end creative partner with Geoff and Mieko McCoy and Geoff’s sister Anne Celeste McCoy delivering:

  • Create market growth strategy

  • Website design and re-build

  • Email marketing

  • Business proposal design

  • Video and motion graphics

  • Merchandise catalogue

  • SEO and AEO implementation

  • Stakeholder engagement

The approach

After years of shaping boards and influencing generations of surfers, Geoff partnered with MangoTree to bring his legacy online through a dedicated WordPress platform. The Geoff McCoy WordPress website approach centred on thoughtful stakeholder engagement with family and long-time collaborators, careful design of legacy storytelling, and the creation of a comprehensive digital catalogue of surfboards and merchandise spanning decades of innovation.

The build balanced archival depth with clean, functional e-commerce structure, ensuring collectors, loyal riders, and new surfers alike could navigate his models, history, and philosophy with ease. Every element was designed to honour Geoff’s influence while establishing a lasting, authoritative home for one of surfing’s most revered independent shapers.

The outcome

  • Strong, sustained Google visibility with 144,000+ search impressions over 16 months, demonstrating consistent global demand for the Geoff McCoy brand

  • 13,300+ organic clicks driven purely from search, capturing surfers actively looking for McCoy boards, specific models, and historical designs

  • An exceptional 9.2% click-through rate, well above typical benchmarks, reflecting powerful brand loyalty and high-intent search behaviour

  • Consistent rankings for branded and model-specific terms such as “McCoy Surfboards” and “McCoy Nugget,” proving the catalogue structure supports both collectors and active buyers

  • A comprehensive digital archive of surfboards, philosophy, shaping evolution, and merchandise, transforming the website into an authoritative record of Geoff’s life’s work

  • Preservation of a design legacy, ensuring Geoff McCoy’s influence, innovation, and fiercely independent thinking remain accessible to future generations of surfers

  • A platform that keeps the legend alive. Not just selling boards, but documenting history, culture, and the enduring impact of one of surfing’s most respected shapers

In short, the website doesn’t just perform in search. It safeguards and amplifies a legacy

Review

“Hi Kellie, Just writing to tell you how satisfied we have been and still are, after a relationship of over 15 years for us at Geoff McCoy Designs. Your skill and advice has provided us with a service far beyond our expectation…

Mieko & Geoff

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I’m always excited to hear about your creative projects, I love making products, services and events come to life with the best that good web design, graphic design and digital marketing strategy has to offer. Please get in contact with your project ideas for a free, no obligation quote. I look forward to growing your business!