With round-table discussions around messaging, functionality, site structure, and design providing a wealth of insight to inform the final approach.
With a fixed budget, it was also essential to identify and leverage available efficiencies, ensuring the recommended platform and development methodology would meet all the requirements cost-effectively, whilst maintaining a truly immersive experience across both sites. Where appropriate, MTM identified third parties, such as SeeTickets, which were able to offer specific functionality that could be branded to provide an end-to-end experience across all touchpoints without costly development.
Following a review of suitable platforms, the Kentico Kontent CMS framework was chosen as the preferred option. Kontent offered excellent value and an easy route to building out the EH and GB sites from a single account and licence, as well as the ability to provide user accounts (using Azure B2C Authentication), and intuitive e-commerce opportunities backed with detailed analytics to drive ongoing revenue growth.
Its headless nature presented immediate security and performance advantages and opportunities to extend EH and GBH’s digital portfolio cost-effectively in the future, with dedicated mobile apps and internal communication tools discussed as potential objectives.
Following UX and SEO best-practice, the sites were designed to make it easy for all users to quickly navigate to relevant sections, with each user group supported with dedicated landing areas, well-structured content, clear sign-posting and compelling CTAs. ‘Rich snippets’ and other search-friendly content areas were added or expanded, with page titles, introductions and FAQs updated to reflect common search queries and make both EH and GBH the go-to destinations for anyone looking to learn about the sport and the organisations’ activities. The on-site search was delivered via the best-in-class Azure Search to ensure content could be found quickly and easily.
Integrations with external sources of data and content were also critical, pulling in players stats, results and upcoming schedules from the International Hockey Federation and dedicated data providers like Sportlomo.