The Content Your Website Must Have
By Melissa Wickes
March 7, 2022
Going to a website with questions about a product and not getting those answers is… disappointing to say the least. It may even cause you to give up on that organization and jump right to the next. Point is, if your customers can’t find the answers to all of their questions about your organization by navigating through your youth sports website, you’re missing out on an opportunity to convert visitors into leads, and eventually customers.
The first step, if you haven’t already done so, is to read our article on identifying your audience and goals so you can determine who your content should target before you begin creating it. Also make sure you take a look at our piece covering all things design and layout while you’re at it, so you know where the content will live.
Now, on to the meat of your website.
Home Page Content
When it comes to your home page, you want to immediately grab the attention of your target audience by addressing a pain point and making a promise to solve it. Keep it as simple as possible. We know you’re struggling with “blank” and we can help you by “blank.” A great example of this tactic can be seen on HHH Girls Club’s website, where they address the common problem in youth sports of having time to play multiple sports while continuing to practice their favorite year-round.
Highlighting Your Programs
This is one of the most important things you can do on your website because it tells your customers exactly what you offer. Be descriptive, provide details, and—most importantly—focus on the benefits of your organization.
- Why are your programs better than the club down the road?
- Why should parents trust you to teach their children not only the sport but many life lessons that they’ll carry with them through life?
Think about the questions you would ask an organization before signing your kids up for a program and get ahead of answering them. We love the way On Deck Training Center describes their private lessons, by answering customer questions right off the bat (pun intended, sorry had to!).
Here’s a preview:
- Why should I sign my kid up for this program? “On Deck knows how important training is to develop the complete player.”
- What does the program offer? “We offer private, custom-tailored lessons for baseball and softball players?
- How long do the lessons last? “Our private lessons are individualized 30- or 60-minute lessons.”
- How are the lessons structured? “A professional instructor will craft a training regimen tailored to meet your needs.” “Individual lessons start with an initial evaluation where the instructor will assess the player’s current skill level then meet with the player and parents with feedback and training recommendations based on that player’s individual goals.”
- What will the lessons accomplish? “Overall it is our goal to teach the players how to practice the right way in order to perfect the skills needed to succeed in game situations.”
- What age group are the lessons offered to? “We typically start lessons at age 8 based on the evaluation. At younger ages, the individual instruction may be too advanced or the player’s attention and motor skills are not at a point where individual lessons are needed.
On Deck then goes on to introduce the instructors, schedules, and pricing all on one page—leaving little room for questions or confusion. If you do still have questions after scrolling through the page, a Contact Us button is strategically placed at the footer. Home run.
Telling Your Organization’s Story
Now’s your time to shine. You’re a sports organizer. It’s no secret that you’re passionate about what you do (or else you wouldn’t be doing it!). Let that passion jump off the webpage and tell your story with emotion, creativity, and back it up with credibility. Think about answering the following questions when writing your “about us” page:
- Who are we?
- What is our mission statement?
- How and why were we founded? (What is the history of our organization?)
- What are we trying to accomplish with the kids?
- What are our priorities?
- Why do we stand out?
- Why should they join?
In 2022, video will account for 82% of all web traffic. Enhance your story through video and compelling images that represent your organization in a real, impactful way. Tell member and staff stories, highlight games and practices, create hype videos that show the pride of your community.
Not sure where to start? Give this guide to video marketing a read.
Are you part of a non-profit initiative or association? How does your organization positively impact the community and underserved communities? Include this info! It’s all a part of your story, your mission, and what makes your organization unique. It can also be the thing that turns a lead into a paying customer.
A fantastic way to back up the answers to “why should you join?” is with social proof. Think about it: when a website has testimonials, reviews, case studies, awards/ certifications, etc., you’re much more likely to feel comfortable giving them a chance, right? Here’s an amazing example of how you can incorporate social proof into your About Us page:
Optimize for Search
Last but not least, search engine optimization. All of the hard work you put into your website means virtually nothing if no one can find it! To ensure Google falls in love with your website and places it on the first page of the search terms you’re targeting, follow these tips:
- Make sure your web copy represents who you are. Does your website show up on the first page of results when someone searches “volleyball clubs in Connecticut”? To do that, make sure to put “volleyball club” and “Connecticut” on as many pages as possible, without forcing it.
- Create clear calls to action. Establish clear calls to action (CTA) to get people to make their next move on your website. Hint: steer clear of general CTAs like “learn more.” Instead, tell the visitors exactly what you’ll be giving them. (Register for tryouts, view schedules, make payments, sign-up for updates).
- Consistent branding. We get into the weeds of this in our design and layout article, but at face value remember that your website is a representation of your organization. Pay attention to colors, font sizes, and messaging—and keep it consistent throughout your website.
To get deeper into SEO for your youth sports website, read our Guide to Optimizing Your Youth Sports Program’s Website.
What do you say? Are you ready to take the next step in making your youth sports website the absolute best it can be? Contact the LeagueApps Design Shop today to begin your youth sports website journey and turn those leads into customers, ASAP.