LTA – Tennis for Britain
LTA are the National Governing Body for tennis in the United Kingdom. They appointed us to help bring together the two arms of their organisation - the 'consumer-facing arm' and the 'national governing body' arm.
The whole project was designed with the LTA’s ultimate goal in mind – Getting more people in the UK participating in tennis.
The key metric for us with this work was British Tennis Memberships. Becoming a member of the LTA provided people with access to the tennis ecosystem in the UK, allowing LTA to better serve their customers. This gave us the direction we needed to create a successful strategy.
The strategy we developed focused on –
- Building and maintaining a technically strong LTA website
- Developing seamless content, information architecture and structures on the website
- Staying ahead of the curve by continually analysing the tennis world, its trends and its online presence
Sponsorships and partnerships are a huge part of the LTA ecosystem, and when Fever-Tree, Fuzion 100 and Nature Valley were introduced as major sponsors for the UK’s biggest tennis tournaments in the summer of 2018, we supported the complex digital transition that ensued.
This included things such as day-to-day technical SEO support, website enhancements and guidance while the sponsors were integrated onto the website. Our work ensured seamless changes to the website without interruptions, and achieved high rankings and traffic throughout, particularly through the revenue generating areas of the website.
As a result of our support, all of the sponsors were successfully integrated on the website and the tournaments achieved some of the highest revenue they’d ever achieved.
Adding credence to the fast-moving LTA, the website underwent a complete restructure with SEO at the centre of our planning.
Following the earlier introduction of the sponsors to the website, we developed a strong technical transition process, and were able to apply this to the main restructure. This made a usually time-consuming and complicated task simpler – and was carried out efficiently with no detrimental impact to the performance of the LTA website.
As tennis continues to grow in the UK, our focus is clear – Ensuring that LTA are the first port of call for anything tennis related in the UK online.