FLORIDA’S SPORTS COAST

Situation

Teaming up with Madden, Pasco County, FL launched FLSportsCoast.com, an exhilarating website showcasing their dynamic destination. Wanting to dive into the energy and active spirit that defines the DMO, Florida’s Sports Coast aimed to bring their destination essence to life to inspire audiences through a brand new website. FLSportsCoast.com spotlights the destination’s energy and active nature, and better connects each website visitor to Florida’s Sports Coast’s brand identity.

Approach

The new site streamlined navigation, crafted a dynamic layout, produced creative assets that celebrated diversity, and developed a rich storytelling library. Both existing and new content were optimized with SEO best practices while still telling the story of the communities that make up Florida’s Sports Coast. New videos, animations, graphics, and illustrations capture the spirit of the destination and keep visitors engaged throughout the website.

Campaign objectives included:
Improve site design: We created a simplified top nav to give a clear direction to users and give search engines an optimal path to crawl the site, which aids SEO.
Create brand consistency across channels: We created new content and rewrote existing content to be more inline with Florida’s Sports Coast’s brand voice and identity. We added new videos, animations, graphics, and illustrations to capture the active spirit of Florida’s Sports Coast.
Create SEO-rich and engaging content: We improved content by using SEO best practices while still maintaining its readability and engagement.
Organize and categorize content: We shifted content and created new pages to improve the navigation and functionality of the website. These new pages are driving 35% of all traffic and are exceeding the site average for time spent on page.
Design/UX update tracking: We improved page layout to give users a clean look and feel that enhances their on-site experience.

Results