The original website was predominantly a landing page, advertising the location of the business, what it does, opening times and basic contact details. The logo itself was too busy and the CTAs were overcrowded and too close to each other, with information challenging for users to find. The task was to make it easier for users to find the information they needed and to make the website itself cleaner and a more enjoyable experience for the user. It was also important to make it visible the business offered group and corporate events and to make information for these services easy to find.

• Design

On a design front, we wanted the logo to be fresh and modern, which held a more corporate, professional feel. The website menu was now uncluttered and easy for users to navigate, with drop-downs allowing people to clearly find what they needed. We moved more important CTAs into a clearer sight line for users.

Following customer research on the pros of the business - it was the friendly atmosphere, clear pricing, and fun experiences that lead people coming back. We used a positive, friendly and conversational tone in our copy. However, as the business still offered an activity in which customers would use real shotguns and ammunition, it was important users were aware safety was a key feature of the experience. It was necessary we retained a level of seriousness and professionalism, but we also wanted to appear informal, in order to disassociate ourselves from other more old-fashioned clay shoots available.

• Written copy

We prioritised copy so all aspects of the customer experience were covered in any product that was purchased, while trying to only contain what was absolutely necessary. Pricing and how to book was clearly stated and transparent just under the copy, with no hidden fees to help facilitate booking decisions. The language continued to be conversational throughout as we wanted users to read content as if we were speaking with them directly.

• Customer connection

The friendly atmosphere and helpful staff were a big reason why the business had grown in the past, so it was important to retain a close relationship with customers and retain brand trust. The website offered new customers to ‘meet the team’, promoting its family-run values. It was important to have a link to the old brand as there were concerns that by going ‘full corporate’, the business might risk alienating loyal customers. The copy throughout the website used a warm, friendly tone and catered to the business’ roots, but clear pricing and clean design structure helped attract new corporate business.

• Growth

Following the changes, A1 Clay Shooting saw a significant uptick in its performance. The rebrand, redesign of the website and a move towards a more conversational tone, while focusing towards more group events, helped revenue from the lessons and corporate/hospitality rise from 50% of total business income to 80% of total business income. Meanwhile, the total number of clay shooters walking in to practice remained at previous annual levels. The business had managed to grow the revenue stream of its group events, while retaining its old customers.

In October 2022, A1 Clay Shooting closed for non-business related reasons and the website was consequently shut down.

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