FEATURE 123 Internet
National sporting body champions creative agency
123 Internet Group, a full-service digital marketing agency based in Milton Keynes, have unveiled a new website for Badminton England, the national governing body for the sport in England. With a fresh look and feel, the user-friendly redesign aims to get players of all ages and abilities back on the court. From coaching to play, Badminton England needed a website
that represented its core values as a national sport leader – making badminton accessible for everyone. Starting with sitemap analysis, 123 Internet identifi ed key problem areas on the existing website, such as complex navigation and duplicate content that could negatively impact SEO rankings. Decluttering the site, they planned in new pages and laid content out
in a clear way, to create easy user journeys and better user experience across desktops, tablets and mobile devices. T e objective was to help users navigate the site as quickly and easily as possible, directing them to the information they need. In turn, this would naturally boost the site’s search engine performance through organic, relevant content. The latest redesign is one of many successful collaborations.
6 ALL THINGS BUSINESS
Badminton England fi rst approached 123 Internet early last year, seeking expert digital marketing services to help them with branded emails and launch campaigns. Finding 123 to be a great fi t, Badminton England continued working with them throughout the COVID-19 pandemic to deliver a wide variety of creative projects. During lockdown, 123 created engaging workout videos and drill walkthroughs for badminton players stuck at home. And when Badminton England’s in-house designer went on maternity leave, 123 stepped up to cover this period of absence with full, outsourced design support - eliminating the hassle and expense of recruiting and training a new designer. Crucial project support included refreshing
outdated brand guidelines, providing images, videos and animated assets, managing social media accounts, creating competition print materials such as lanyards and fl yers, and even crafting school programmes to encourage more children to get into badminton. Inclusion is a huge factor for the sporting body,
and so to celebrate Pride Week, 123 developed an adapted Badminton England logo in rainbow colours to demonstrate the organisation’s support for the LGBTQ+ community. It’s this solid working relationship and trust in 123’s reliable in-house team of marketing specialists that inspired Badminton England to redesign their website.
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