Digital Marketing Agency
Customer: Sports Complex ‘Sports Academy’
Niche: services case studies
Service: SEO, web development
About the Project: Sports Academy is a sports and fitness center in Odessa, providing a full range of services for adults and children. Key services include swimming, a gym, fitness, exercise therapy, karate, football, gymnastics, a children’s camp, a beauty salon, and massage.
Project goal: create an up-to-date sports center website that will present its services, enhance the visual appeal of the brand, and become the main platform for integrated online marketing; providing the necessary options for further SEO promotion and advertising campaigns.
Project objectives
Before starting, we defined the following key objectives:
- Develop the (project’s) terms of reference for turnkey website development; develop a user-friendly structure and navigation.
- Prototyping of website pages.
- Create a design for subsequent layout.
- Improve the services (content) visual presentation.
- Prepare the website for SEO promotion.
- Ensure scalability.
- Increase the number of inquiries through the website (effective lead generation).
Initial data
At the launch, the center already had a functioning website. However, its technical capabilities limited the projects’ further development, structure expansion, and full SEO optimization.
The client provided the following information:
- The brand book.
- The description of the company and its services.
- The business structure.
- Suggestions for functionality and design.
These materials were sufficient for developing the new website’s general concept and preparing the terms of reference.
Project analysis and strategy
Before developing, we conducted a competitor analysis, studied successful solutions of sports and fitness centers, and collected the necessary references.
When designing the website, we paid special attention to:
- the user’s journey logic;
- the structure of landing pages;
- SEO optimization requirements;
- further scalability.
We chose the strategy of staged launch for the project. The first stage involved the development of the website with a basic structure, and the second was the gradual expansion of it with additional landing pages for individual service areas.
What was done?
As part of the project, we developed the new sports center website using the WordPress CMS.
Key activities:
- we developed a modern, responsive design based on the mobile-first principle;
- we created a user-friendly interface;
- we implemented the logical page structure;
- we performed the basic SEO optimization;
- we configured human-readable URLs (HUR), meta tags, and H1-H3 headings;
- we integrated Google Analytics and Google Search Console;
- we set up the multilingual support;
- we completed the CRM integration;
- and we integrated a 3D tour of the center.
When launching the new website, we performed technical SEO to migrate the resource, including setting up redirects, transferring the main URLs, and confirming the changes in Google Search Console. This was important to maintain the website’s search rankings and ensure the transition to the new version without losing organic traffic.
Project results
As a result, the sports center has received a modern, user-friendly, and functional website as an effective tool for presenting services and attracting new clients.
Key results:
- an up-to-date website for the sports center;
- improved visual perception of the brand;
- maintained the website’s search engine rankings after the update;
- a technical foundation for further SEO promotion;
- the website’s readiness for the launch of advertising campaigns.
The website’s proper structure, technical preparation, and subsequent SEO optimization began to show growth in organic traffic and search engine visibility.
This is confirmed by the following dynamics:
Graph 1 – Organic traffic dynamics (shows the change in the number of visitors coming to the website from search engines without advertising).
Graph 2 – Keyword dynamics (reflects the growth in the number of search queries for which the website appears in Google and other search engines).
Graph 3 – Website visibility dynamics (shows how often the website appears in search results and how its overall visibility to users is increasing).
If you need a new website that will steadily grow in search results, attract organic traffic, and generate new customers, contact DMark, and we will help you develop and promote your project, taking SEO into account right from the development stage.