Case study · Sport & Community
From about 50 visits a week to about 1,000
Social Football Australia runs weeknight nine-a-side games across Melbourne. No teams, no season, no committee. The website has to do the job all of that used to do.
- Client
- Social Football Australia, Melbourne
- Sector
- Sport and community
- What we did
- Website redesign, SEO
- Format
- Weeknight nine-a-side
About 20x
Weekly website visits, from around 50 to around 1,000
Reported by the client, measured from mid-March
Worth stating plainly, because the client did: Social Football Australia also run META ads, and they say most of their bookings come from those. The traffic growth is what they put down to the SEO work, so that is the only thing claimed here.
The brief
No club, no season, no committee
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.
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.
They came to us for a redesign of a site that was not doing that job, and for the search work to go with it.
The build
What we built
One question drove the layout throughout: how few taps between arriving and being booked into a game.
Venues, organised the way players think
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.
One action, repeated
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.
Separate routes for separate audiences
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.
A clean handoff to the apps
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.
The outcome
What changed
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.
WebOws delivered a sharp, high impact redesign of the Social Football Australia website. Speed was a standout from day one: fast turnaround at every stage, changes implemented quickly, no delays, no chasing. Communication was just as strong, led by Owen: clear, direct updates throughout, quick responses to questions, no confusion around timelines or scope. The final result is clean, professional, and built to convert. I would highly recommend Owen & his team.
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