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Since 1976, SportsAid has supported tens of thousands of athletes by distributing over £50 million in awards. Supporting over 1,000 young athletes each year by providing them with a financial award to help towards training and competition costs.
SportsAid HQ (www.sportsaid.org.uk) sanctioned SportsAid Eastern (SAE) to produce their own, standalone website with the aim of amplifying their mission, driving awareness and promoting engagement with the charity.
The overarching objective was to improve regional and national brand awareness with a focus on donations and sponsorship conversion to support young athletes. Alongside this we needed to ensure it was built on an extensible CMS that could provide content editors at the SAE the ability to easily manage and regularly update the website with the latest news, sponsorships, events and stories the next generation of athletes.
A Balance Of Form And Function
The primary project objectives were focussed around performance and engagement. The front end of the website needed to focus on promoting and expanding on the diverse range of fundraising initiatives. The navigation needed to be designed to guide and convert website visitors from discovery and curiosity to becoming active supporters, whether that be one-off donators or business sponsors.
From a technical perspective, in order to achieve not only a beautifully designed website, but also a high performing one in the eyes of search engines, we implemented Core Web Vital best practice from the outset. As well as bespoke design and innovative development techniques to both the front and back-end which would help us to develop the website to the highest standards, without losing creative impact and deterring from the key messaging.
The Starting Pixel
With an improved look and feel the site was designed to be closer to their parent charity whilst also bringing the eastern branch styling to the forefront. A coherent design system of components, each one helping tell the story of the brand was created, all with the aim encouraging users to donate, engage and support the charity.
Navigation and UX was simplified with clear colour coded donation buttons aimed at increasing conversions, underpinned by responsive design principles the user journey feels intuitive whether at home on a laptop or on mobile while at an event.
Putting the athletes and their stories at the heart we designed dedicated athlete profiles that allow them to tell their stories, showcase their achievements and highlight their funding goals. A centralised hub of events and lunch clubs, with dynamic club pages was designed that can be easily updated to promote upcoming events, guest speakers and sponsors.
Going For Gold
Incorporating insights from SEO, UX, Design, Content and Development, it prompted an overhaul in the way we develop our bespoke theme for optimum speed performance. By implementing WordPress’s Gutenberg editor, providing a full visual representation of each block and page in the editing view ensures conconsistent styling and provides content editors with a vastly improved experience.
The development roadmap included the consolidation of the five individual sporting lunch sites into one central instance on the new site. This also required the development of a custom donation module powering payments via Stripe and Paypal. The beautifully simple UX included range of dynamic on-page animations and transitions. Featured logo marks around the site gently move with the mouse cursor to increase interaction impression and elements fade into view as you scroll providing a pleasing and immersive viewing experience.
Crossing The Finish Line
The results since launch of the new SportsAid Eastern website have been hailed as a resounding success. The site has achieved sensational performance scores across Google Page Insights including 100% on both SEO and Best Practices as well as 97% on Accessibility rating.
Our partnership with SportsAid Eastern extends beyond the delivery of their new website. StrategiQ are a leading Sponsor of the Ipswich Sporting Lunch, and regularly attend and provide support to the Lunches that are key to driving donations and awareness of talented Athletes in the local area. The new site enables SportsAid to drive attendance at these charity lunch events, spread awareness of young, talented athletes in the our region and encourage new sponsors to join the journey.
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