Our vision is winning. LTA aims to grow the sport and increase the opportunities people have to play tennis at all levels. The new site has been a great success since its launch with 20% more page hits and a 39% increase in unique visitors.
As part of a broad digital strategy to drive exponential returns on the LTA's investment in digital, www.lta.org.uk has been relaunched, with the aim of becoming the world's premiere resource for tennis through digital creative designed to capture the energy of the sport. Wimbledon 2008 was the perfect time to re-aunch the site, when the interest in tennis in Britain and around the world spikes and all eyes are on British Tennis.
The challenge was to have the new site ready in time for the tournament with a budget that was relatively modest compared to other sports such as motor racing and football.
The new site has been a phenomenal success since it went live.There has been a 20% increase in page hits and a 39% average increase in unique visitors. Record highs for the site include 43,170 unique visitors and 510,000 page hits in a single day during Wimbledon.
Player searches have increased 19%, tournament searches are up 148% and player ranking searches have grown by a massive 167%.
Webby Awards 2009: LTA has been 'Honoured' in the 'Associations' category for being among the top 15% of best websites in 2009, the only British organization to appear in the top 15% this year.
The profile of British Tennis, and the LTA, among web-based enthusiasts has been substantially raised thanks to the new LTA website. Everyone with an interest in tennis now has a valuable resource of information, advice, news and communication with everything happening in British Tennis.
The new site incorporates a live news feed straight to the BBC Tennis website. This delivers the very latest information about matches as they happen. It also helped boost the site's organic search rankings.
A lot of work has been undertaken to improve the integration between the website and the LTA's various internal systems to ensure that key information such as members' details and information about coach accreditation are both secure and easy for the LTA to retrieve.
Fortune Cookie has integrated Google Maps to enable visitors to www.lta.org.uk to discover where in the world their favourite players are competing at any given time.
In the near future the site will be developed further to appeal to a much wider audience in support of LTA's goal to find the next British tennis champion. There will be more local information that will enable players and fans to access tennis close to them. The site will also contain new content that will make it easier for players to find opportunities to compete and will provide greater support for coaches to help them do even more to support up-and-coming talent.
"Since we relaunched the site we have been consistently reaching new record traffic levels. Critical to this was the strategic partnership with both our digital agency and our CMS provider," says Colleen Higgins, Web Communications Manager, LTA
After a competitive pitch, digital agency Fortune Cookie, one of fastest-growing and most creative interactive agencies in the UK, was chosen to redesign and rebuild the site.
As a Premium Partner of EPiServer, Fortune Cookie has built a wide variety of successful websites using EPiServer CMS, including Small Luxury Hotels of the World, Diabetes UK and Le Creuset. For LTA, Fortune Cookie was one of the first agencies to use EPiServer CMS 5
Justin Cooke, managing director of Fortune Cookie, says: "We knew immediately that EPiServer would be the ideal CMS for the LTA site. EPiServer have proved time and again that its CMS can support a constantly evolving web infrastructure, with the flexibility to handle multiple media types and the robustness to cope with very high usage and rapid growth".
An internal communications team of three LTA staff manage the new site, along with others who feed in results and content such as Tournament Organisers. As tennis tournaments take place all over the world, in different time zones, at different times of day and on weekends and public holidays, the ability to maintain and update site content from anywhere in the world is absolutely crucial. EPiServer is specifically designed so that people with little or no technical expertise can easily modify content, making it ideally suited to LTA's requirements.
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