Harrogate Town Associated Football Club (HTAFC) engaged Pixelbuilders as the website design and development team for their brand new website. The aim was to deliver a new, fully responsive website with ecommerce functionality and an easy to use content management system to help increase revenue for the club.
The digital strategy for HTAFC was a mobile first approach, focused on integrating the new website with their various back end systems and third party feeds for game statistics, to ensure it became a central part of their online presence. As a key customer and fan touchpoint, the website needed to deliver a large number of services, from match fixtures and ticket sales to venue and pitch hire opportunities, so good usability and clear navigation was key to ensure users could easily find the content they needed and act on it successfully. Getting this right would ensure the site would support the goals of the club going forward.
The new identity for Harrogate Town Associated Football Club re-imagines the club as a forward thinking organisation which is ready to grow in both a local and a national context and this is exactly what the new website design reflects. The new club logo is used prominently throughout the site, as is the black and yellow colour scheme which ensures clear consistency with the club’s offline branding.
The minimalist look and feel has created a modern, user friendly website for the modern football fan. Important match day content is clearly delivered to the user and the bold branding and fonts allows key updates and calls to action to stand out on the page.
Logos for both sponsors and teams competing in the Vanarama league alongside Harrogate Town are used prominently, as is photography of the players and matches. This reflects the content found on football club websites across all leagues and sets up Harrogate Town with a website that will grow alongside the club and their achievements. HTAFC now have a website that will allow them to move forward online and develop a strong reputation as a newly professional football organisation
The Harrogate Town website uses widget driven templates to give their in-house content team the flexibility the need to create new content on demand. The mega menu structure incorporates imagery to quickly and effectively communicate key content areas and information such as fixtures and calls to action.
To accommodate ticketing, the website integrates with the Ticket Arena system and to allow for facility bookings, the website also integrates with EZFacility. Both these integrations mean that the new website successfully hooks into the legacy systems and processes Harrogate Town AFC were already using, for improved consistency and familiarity for internal teams.
Pagination and a view all page have been implemented on the news and media listing pages to improve indexation and therefore increase the SEO value of these pages while elsewhere, full advantage of the Kentico content management system has been taken to ensure unique meta data is in place throughout the site.
In the two weeks since go live the new website has achieved over 44,000 page views, maintained an average session duration over two minutes and achieved over 3 pages per session. This indicates that the new site is already successfully engaging with Harrogate Town fans and supporters which will help achieve the club’s key business goals.