The repair parts side of BWY web site was an interesting project. The goal from the start was to make it as quick as possible to go from the large list (currently 587 parts dynamically loaded from a database), to a short list of the specific parts you are looking for. We decided doing this via search was far more efficient than creating a structure that could be browsed. To this end the site works quite well. From the big list of 587 parts I can be looking at a short list of 6 sails for my 1996 26x by making three quick entries and hitting enter. This happens very fast because there is no page loading involved, it is all done on the client side. Likewise opening up the details and pictures for any part does not require a page load either.
You can get a browsable list of parts for your specific boat fairly easily by entering the year and model and then pressing enter. For my 1996 26X this reduces the list to 251 parts. You can then easily flip through the categories like a catalog. You might want to up the 'Results per page' option to 50 from the default of 10 to eliminate having to page.
That said, it would probably make sense to create an alternate representation of the same database of repair parts that would be more browsable like a catalog for those who don't have a specific part in mind but instead are just shopping for something to spend money on.
In general the intent of the repair parts catalog was separate from the accessories catalog. Rudder parts don't make the most exiting stocking stuffers.
BWY has a separate accessories catalog that contains items that might be more interesting as gifts for others or yourself.
http://bwyachts.com/web%20catalog%20312 ... sories.htm
Currently this area is a bit static and dated, but we are talking about making it a larger dynamic catalog that could be browsed. In addition to the current accessory listings there are probably many items that belong in both the repair parts catalog and the accessories catalog. Look for all this to improve in the future.
As for the factory site, it is crude in it's execution, really not much better than the old site and it certainly was done by someone with no artistic skills at all, but I have a hard time criticizing a choice to focus on content over artistic beauty. It's always best (and possible) to have both, but I'll still take content over art if a choice has to be made. I always feel fresh, current, ever changing content is more important than beauty. People will keep coming back to your site over and over if they know there is always going to be something new to learn. If they come back twice and find nothing new they won't be back a third time.
However, the factory site has committed the cardinal sin of web sites in my opinion. There is absolutely no excuse these days for out of date content on any web site. Having pictures posted that do not reflect the current product is the worst kind of marketing that exists in any media, and particularly the web where it is so easy to fix these things. You are better off having no pictures than out of date material. Even an old school business person can understand this, it just makes you look stupid and screams that you don't care about your customers.