Fans cherish Hallmark Channel’s programming for its down-home, home-and-hearth, feel-good magic. In 2017, the channel’s digital team decided to bring that same magic to the website, engaging in a site-wide redesign centered around high-quality unit photography, widescreen and portrait “movie poster” selection elements, and seasonal font treatments and color schemes. The new site did not forget to upgrade its tech either, bringing in dynamic modular elements to present the latest content, while still providing a static creative placement for new updates to flow around. The success was dramatic: site traffic is up 38% in page views (21 vs 15 million) and 33% in unique visitors (3.5 vs 2.6 million).