Stock photo Atlin, northwestern British Columbia · 5,000 square miles
The gallery,
where it should be.
On the live site, clicking Gallery brings a hunter straight back to the top of the home page. So does Associations. It is the page people read hardest before they spend five figures, and it is not there.
- Menu items that go nowhere new
- 2
- Newest testimonial
- 2018
- Prices published
- 0
The four hunts
The outfit's own descriptions, which are better than most in the trade — weights, spreads and the average age of rams taken, rather than adjectives.
Western Canadian Moose
Horseback from a base camp, spiking out into the high valleys and brushy basins. Bulls run 1,400 to 1,600 pounds with an average spread of 55 to 60 inches.
Price to be shown here
Stone Sheep
Rams vary from salt-and-pepper to nearly black with light faces. The average age taken has been consistently ten and a half years.
Price to be shown here
Mountain Caribou
Fly-in and horseback hunts across the Cassiar and Taku country.
Price to be shown here
Mountain Goat
The high country above Atlin Lake, reached on horseback or by floatplane.
Price to be shown here
No price is shown anywhere on this concept, because the outfit does not publish one. In a live build this is where it would sit.
Gallery
This is a placeholder, not a photograph. Every image on a live build would be Fire Mountain's own — the ranch, the camps, the country and the horses — and none of them are ours to show.
The ranch at Atlin
Base camp
The high country
Horses on the trail
A wall tent camp
The lake from the air
What already works
The hunt descriptions are specific
Bull weights, average spreads, the average age of rams taken. Numbers rather than adjectives, which is rarer in this trade than it should be.
There is a real enquiry form
On the contact page, with the fields you would actually want. It works — it is just the only door into the business on the whole site.
The accommodation is explained honestly
Six base camps, satellite cabins, and wall tents with wood heaters and a portable shower for the fly-in moose hunts. That is a straight answer to the question everybody is too polite to ask.
Read from the live site, 30 July 2026
And four things a hunter hits before he reaches you.
Two things in your menu bring people back to where they started
Associations and Gallery both load the home page again — same headline, same text, same photographs. We checked by opening each one in a browser rather than guessing at addresses. The gallery is the page a hunter reads hardest before spending five figures, and it is not there.
The newest testimonial is from August 2018
It is a good one — a Stone Sheep hunter who had booked years earlier at the Sheep Show in Reno. But it is eight years old, and it is the most recent thing on the page. Every season since has gone unrecorded.
No price appears anywhere on the site
Not a range, not a starting-from, not a note that rates are on request. A hunter deciding between three outfits has a number for the other two, and for you he has a form to fill in first.
Every published number is from somewhere else
The Atlin ranch is listed with a Vancouver area code, and both cells are Alberta ones. It is a small thing, but a hunter checking whether an outfit really is where it says it is will notice before he notices anything else.
The published numbers, and where each one is from
Atlin ranch
604-900-9732
Vancouver area code
Brandon, cell
780-228-3448
Alberta area code
Rena, cell
780-933-6859
Alberta area code
None of this is a criticism of the outfitting. A site gets set up once by whoever built it, and the pages that were going to be filled in later are still waiting.
What would change, in order
1
Build the gallery
It is the single most persuasive page an outfitter can have, and at the moment clicking it returns the visitor to the top of the site.
2
Say what a hunt costs
Even a from-figure. The hunter who cannot find a number does not write to ask — he books with whoever published one.
3
One recent season, in writing
A short report and three photographs from last autumn does more than a testimonial from 2018, and takes an evening in November.
4
A northern number, or a word about it
Either a local line for the ranch, or a sentence saying the office is in the south through the winter. Both are fine; the silence is what reads oddly.
The enquiry you already have
Your contact form is good and it stays. The change is that it is no longer the only way in — it sits at the end of a gallery and a price, so the hunter filling it in has already decided.
Not wired up on a concept.
Not covered by this concept