When creating a modern website, it’s no longer enough to be functional. It also must be visually engaging, enticing readers to explore and discover the organization on a deeper level. Drawing upon the natural beauty of their corporate office’s location in the historic town of Port Washington, Wisconsin, Franklin Energy’s new website incorporates elements of Lake Michigan, their headquarters and their colorful company history. It shows readers more than what the organization can do. It also conveys who they are: a trustworthy team of industry experts. By utilizing the growth-drive design model, this website strategy focuses on continual updates, never staying static.