The big win
new registrations through Organic Search.
The Lawn Tennis Association (LTA) is the national governing body of tennis in Great Britain, and when they approached us to help with their digital marketing in 2021, their main focus was to encourage more people to participate in tennis. They wanted to do this through a variety of initiatives including their work with schools, youth programmes, rally and helping more people find courts and clubs they could both play at and join.
The LTA had struggled historically to track the booking and sign up processes across the website, limiting how their understanding of which activities were successfully contributing to their growth and how they could do to continue attracting the right audience to the website.
Due to their legacy website setup, there were a lot of technical issues which impacted the crawling of the website and speed of indexation. As a result they were looking to move to an upgraded website that would be better positioned to capitalise on their online performance. It needed to scale with their growth objectives and allow for more a more flexible setup to assist all marketing channels in their overall business objectives.
With organic search being the primary driver for their website traffic, the goal wasn’t simply to focus on driving more traffic to the site, but more of the right traffic. The focus was on qualified leads that would result in increased participation levels, whilst also ensuring efforts were focused on areas of the site that would see the most benefit in preparation for the new website.
We also needed to make sure all of the value that work had driven was transferred to the new website once it was ready. We therefore managed the full migration process alongside the teams at the LTA, to ensure a smooth, value-enhancing, migration took place.
What we did
We began with section specific keyword landscaping to identify search queries that relevant to the individual initiatives and departments within the LTA.
Next we focused on on-page optimisation of core focus sections as well as site-wide best practice alignment to improve the customer experience on the website.
We then updated internal links on the website to facilitate better crawling of key areas and improve online performance.
After that we implemented content updates across core focus areas of the website to improve the level of information provided and, therefore enhance their performance in line with target queries.
We provided ongoing technical maintenance to resolve the website’s high priority issues.
We provided new website support and recommendations regarding SEO requirements, so they could be factored into the build and provide templates for different pages.
Then we provided a framework and recommendations for content to be created in line with search demand going forward.
Finally, we delivered end-to-end website migration support when they moved to their new website. This included the management of all redirect mapping, support on content optimisation in the staging environment, the requirements for new pages, and technical reviews at each stage of the build to ensure improved performance against Core Web Vitals and the removal of technical debt.