Getting your motorsport website on the right track
"Unbeknown to many, ‘mso’ stands for Motor Sports Online as our first website was for Edenbridge Racing"
Bridget Redworth Digital Marketing
The Motorsport industry is an evolving global community with an appeal that reaches all 4 corners of the world. As an industry that is highly innovative that experiences rapid technological change, it’s astounding how Motorsport websites are still in the dark ages. The question is are you keeping up or falling behind?
Where it all began
Unbeknown to many, ‘mso’ stands for Motor Sports Online as our first website was for Edenbridge Racing, a race team in F3000 that were supporting F1 in the late 1990s. Back in 1997, the internet and websites were still in their infancy and no one really knew just how quickly it all would evolve. Over the last 21 years, we have proudly worked with a significant number of motorsport companies and racing drivers, including; BRDC, MIA, Dallara, Ford, Lola Cars and Richard Burns.
There are several key points to think about when it comes to establishing your online presence within the motorsport industry. Whether it’s for your own personal brand or company, there are several influencing factors which will shape your route into the digital world, including; budgets, time constraints, your team’s knowledge and skills.
There are countless free or low-cost website builders which offer appealing features, such as custom-built templates, free hosting and the infamous drag and drop design. On the surface this may seem like the perfect option, in terms of cost, time and convenience but why would you design your own motorsport website when you wouldn’t design your own racecar?
A website is your shop window and opportunity to promote your business, it needs to provide a valuable experience to all of your stakeholders, whether this is your fans, sponsors or customers to name a few.
So where do you begin?
Here’s why you should use a website agency. They will get to know your brand and can highlight/portray this across your motorsport website design, whilst bearing in mind the logistics and trends within the industry.
When initially viewing a racecar it’s the exterior features that make it appealing and stand out from the crowd. The paintwork, the graphics, the wheel. This is the same for websites, the initial design on the homepage needs to capture the attention of the user and encourage them to stay on the website and explore further. To achieve this you need clean and clear navigation, strong impactful messaging stating who you are and what you do, accompanied by enticing imagery.
Beneath the exterior of a racecar is the engine and tools which enable it to function, work and perform. Without a combination of high-quality parts, it is likely that the car’s life span will shorten and eventually fail. Similar to a website, the backend needs to be built in a way to last and be protected against any obstacles such as multiple devices and browsers. As well as protection and security it needs to be flexible and have the ability for updates to be easily made.
At mso we have a wealth of experience in this sector and are fully equipped to understand your wants and needs when it comes to your website functionality and design. One of the many website features you could implement are news areas, social media integrations, racing events calendars, merchandise and shops, blogs, client login areas to name a few!
In addition to our technical skills, partnering with an agency also allows you to have someone provide an external perspective of your business – see us an extension to your team, full of creatives and ideas, who are able to manage and keep on top of your website. We know how a website should look and feel, and have the ability to provide recommendations for improvements or identify new areas of opportunity.