British Racing School

The existing site failed to reflect the world class reputation of the School. It needed to be more interactive and engaging, whilst conveying the educational aspect and hard work involved. As a first step, we conducted an onsite photoshoot to capture the passion and energy behind racing. The client also wanted an even target audience gender mix, and we sought to represent this in the visual identity.

We condensed the site, removing all unnecessary pages.  This enabled us to create a more bespoke navigation system, helping the target audience find the information they are searching for. The target audience is young people who are interested in racing but are unsure of which role to pursue.  We created a new section that acts as a career guide. Combining the courses and jockey training sections and introducing a filter option also helped make the site more accessible.

The initial site was not responsive for mobile and tablet devices. It is now fully responsive, increasing both flexibility and interactivity. To appeal to the younger audience, we displayed relevant and interesting facts in punchier, more engaging ways. The site has been highly improved; it now only displays relevant content and is much more engaging. The filtering option for courses and online survey both help guide prospective applicants to their recommended career in racing.

Across the site, results have been excellent, SEO in particular, with over 40% more traffic coming to the site via organic search. Part of our brief was to make the site more accessible on mobile devices and we are now reporting 30% higher usage times on mobile.