Access has been selected to develop a new website for the North West’s favourite racecourse, Haydock Park with the aim of helping them to improve customer interaction and increase bookings.
Having worked with Haydock Park delivering its offline marketing materials for a number of years, Access was selected to develop this new site based on the agency’s in-depth understanding of the business, its track record in destination marketing and the delivery of a thorough proposal that fully met the racecourse’s business objectives.
Haydock’s existing website was rich in content but lacking in structure. With the new website Access has improved the user experience by developing a site with clearer navigation, a more user-friendly design and a revamped look, giving Haydock Park a site that has standout and is more interactive and engaging for its users - the ultimate aim being to increase online bookings for races, hospitality and events.
Access completed a full usability audit of the site, re-mapped all content, developed new wire frames, and created new designs and interactive features. Digital account manager, Helen Holmes, explains the process:
“We analysed and critiqued Haydock Park’s existing site and its main competitors, focusing on what has worked for them and then introduced new features to give Haydock standout, and to make it easier for users to find and book events. We also wanted to create a website that’s easy to manage, empowering the client to take control of publishing content, and also offer effective methods of monitoring and evaluating the return on investment”.
Built using Acquia Drupal with CMS functionality that allows Haydock to update the content themselves, the new website will also feature an interactive racecourse guide, SMS and email sign-up, a conference and events planner, a company blog and integrated social media feeds.
Access digital director, Mark Hope, adds: “We’ve already done a lot of offline activity for Haydock including branding, brochures, press ads and outdoor, so we were delighted to be asked to continue the good work online. With the new website’s flexible, future-proof design, we’re looking forward to helping Haydock Park increase its customer contact, lead generation and conversion to sales”.
Why not see the new site for yourself at www.haydock-park.co.uk