The Lawn Tennis Association (LTA) is the national governing body for tennis in Great Britain. When they partnered with us in 2021, their main goal was to inspire more people to play tennis through a range of initiatives including school partnerships, youth programmes, and Rally, their platform that helps players find local courts and clubs to book or join.Before working with us, the LTA had faced challenges tracking how users booked and signed up across their website. This made it difficult to understand which activities were driving growth and how to attract the right audiences more effectively.Their legacy website also presented several technical issues that affected crawlability and slowed down indexation. With these limitations in mind, the LTA began planning a move to a new, upgraded website that could better support their growth ambitions. It needed to be scalable, more flexible for marketing activity, and designed to perform across all digital channels.As organic search was already their biggest traffic source, the goal was not just to drive more visitors but to attract the right ones, qualified users who would go on to book courts, sign up for programmes, and take part in the sport. We focused on optimising high-impact areas of the site in preparation for the migration to ensure every improvement contributed directly to participation growth.To protect the value of this work, we also managed the full website migration process alongside the LTA’s internal teams. The result was a smooth transition that maintained visibility, preserved equity, and positioned the new site for long-term success.