Challenge: The client wanted to introduce the idea of private basketball training to those searching for basketball workouts or tips and who may not have considered private training as an option. They also needed to immediately resolve conflicts with two different Google My Business listings that were causing customers to show up at the wrong location. Finally, they were interested in improving the user experience (UX) with the Evolution Basketball Training website.
Solutions: Merge Google My Business accounts so profiles could be properly managed. Identify commonly searched keywords around the topic of basketball training and basketball skill development to determine where new opportunities lie. Integrate highly searched keywords into website copy in the most contextual places. Organize content on the website in a way that is more intuitive for people unfamiliar with the concept of private training and the options they can take advantage of.
Overview: Evolution Basketball Training is a growing business with multiple locations. They conduct both group clinics and camps as well as private training sessions for athletes that range in age from middle school to high school. Evolution basketball’s staff sees themselves as mentors to athletes interested in the next step in their basketball career; whether it be playing for a division 1 college team, making a travel or high school basketball team, or improving their skills. The idea of private, personal training is somewhat new, so prospect behavior needed to be better understood in order to make the website more user friendly and call-to-action oriented. The business is very tied to the local basketball season and therefore the website must clearly articulate the options for different ages and skill/experience levels of players. It must also make it easy for prospective students to self-select clinics or training sessions that work for their schedules and enable independent registration.
Deliverables:
- Google My Business account management
- Keyword Report outlining search patterns, words, and phrases being used to search for basketball training resources
- Content Road Map providing page-by-page directions for better leveraging keywords, images and graphics, URL’s, content formatting, original content, and reciprocal linking to 3rd party content
- Navigation architecture making seasonal training programs visible year round to illustrate their hierarchy of options
Results: Evolution Basketball Training’s internal team has a road map for making changes to their website on their own. Google is now referring search customers to the right locations and phone numbers reducing staff intervention time. Google search rankings have improved. Customers are getting to the information they need faster. Dynamic content is better organized and searchable.
