From about 50 visits
a week to about 1,000.

Most amateur football sits behind a season. You join a team, you commit to a fixture list, somebody keeps a spreadsheet. Social Football Australia removed all of it. You pick a venue, pick a night, book a game and turn up.

They came to me for a redesign of a site that was not doing that job, and for the search work to go with it.

That model puts an unusual weight on the website

There is no club secretary to ring and nobody to ask whether there is a space on Tuesday. If the site cannot answer that in a few seconds on a phone, the player does something else with their evening.

Grounds grouped by state and then by location, so somebody in Cheltenham or Elwood or Frankston finds their pitch rather than reading a national list. That structure is also what gives search engines something to rank for each area rather than one page trying to cover everywhere.

Book a game is the primary call to action in the header, the hero, the venue pages and the closing section. Everything else on the site is subordinate to it.

Parents looking at junior football and operators enquiring about a franchise want completely different things from adult players. Each gets its own page and its own enquiry route rather than being funnelled through the same form.

They run booking apps on iOS and Android. The site’s job is to get somebody to the right one rather than to duplicate what the app already does well.

In the client's own figures, the site went from averaging around 50 visits a week before the SEO work to around 1,000 a week from mid-March.

They are equally clear that most of their bookings come through META ads, and that the website plays a part somewhere in that rather than being the whole story. That is a fair reading, and it is a more useful one than a case study claiming the site did everything. What the site did was become findable, and become something an ad click could land on without losing the player.