Service and project type

Technology | UX/UI Design, Development | SEO

Relationship

Following the successful launch of the W Series brand and website, Organic was retained as the agency of choice by the all-women’s motor racing championship for their ongoing evolution after the inaugural season. This collaboration culminated in a redesign and reconstruction of the W Series website.

Problem

After digitally debuting in 2019, W Series necessitated a novel website to mirror the brand’s maturation. With a Formula One partnership solidified, the W Series demanded a digital landscape that accurately mirrored its status and aspirations.

The paramount challenge was to enhance the website structure’s design. The new site had to deliver more engaging content, achieved through advanced functionality and a more polished, consistent aesthetic. This approach aimed to magnify visual excitement and impact, capturing the essence of W Series’ racing.

The website needed to operate with a high degree of automation, ensuring key functionalities would update seamlessly during race weekends with minimal user involvement. Scalability was also imperative, considering the F1 partnership’s potential to magnify W Series’ visibility.

Additionally, the redesign prioritised optimising the mobile experience. The overhaul accounted for users’ to utilise mobile devices and tablets as secondary screens while following races on TV.

Solution

In response to W Series’ expanding influence, the digital experience was meticulously curated to embody the brand’s dynamism and its role as a transformative force within motor racing.

Key insights into user behavior emerged:

1. Users actively sought race schedules and viewing options.
2. During race weekends, users commonly relied on mobile devices as supplementary screens.

Guided by these insights, we optimised site structure, navigation, and page designs, making vital information seamlessly accessible. For enhanced mobile usability, innovative designs offered users swift content summaries and facilitated effortless exploration of supplementary material.

To address intricate elements and diverse race states, a design system accommodating reusable modules was deployed, ensuring a consistent user experience.

In preparation for the site’s launch, a novel infrastructure was introduced to facilitate global accessibility for W Series users while concurrently curtailing costs, energy consumption, and carbon emissions. See if your website is a carbon culprit here.

The SEO strategy comprised strategic initiatives to bolster search engine performance:

• Keyword research and mapping optimised content for pertinent search terms.
• Continuous optimisation of pivotal landing pages and blog content to elevate rankings and visibility.
• Ongoing enhancement of technical and on-page SEO components.
• Implementation of an internal linking strategy for augmented user navigation and search equity distribution.
• Core Web Vitals performance was improved by streamlining images and code, enhancing site speed.
• Rigorous evaluation and management of the site’s backlink profile eliminated subpar links impeding overall performance.

The website incorporated distinct race-state experiences that transitioned before and after races, including the countdown to the forthcoming race.

Results

A comparative analysis between the inaugural weekends of the 2019 and 2021 seasons illuminated a 67% surge in user engagement on the site, signifying substantial enhancements in both content and user experience.

The concerted technical and infrastructure enhancements yielded a more expeditious average page load time, with the new site outpacing the previous site by 37%, culminating in an enriched user experience.

An impressive 3,110 ranking terms were accrued by the site, encompassing top 10 positions for pivotal non-branded terms like ‘women’s Formula 1’ and ‘women’s motorsport’.

Notable enhancements included sustained visibility during off-seasons and pronounced performance spikes coinciding with race seasons.

We take immense pride in our accolades, including recognition by DesignRush, for our partnership with W Series.