Fotofire launch new website for Northwales Crusaders

The Brief

North Wales Crusaders R.L.F.C. is a professional rugby league club based in Wrexham, Wales. They are the successors to the former Super League club Crusaders Rugby League.

In early 2018 Fotofire were appointed to refresh the website for the Northwales Crusaders. Their plan was to create further digital awareness but their previous site was dated, unresponsive and didn’t have the functionality they needed to cater for their audience.

Northwales Crusaders’ ambition was to ‘Change the Game’ when it comes to digital fan engagement and Fotofire were set the challenge to
re-define how the club could engage fans through the creation of an innovative new website.

The new website was required to incorporate advanced features and deliver increased interactivity, remaining the primary source of all information relating to the club and it’s perfomance.

Our Approach

We managed the entire project, streamlining and de-cluttering the old site, writing copy, selecting images, photography and advising on content.

As with each of our projects, before commencing the execution, we carried out a detailed analysis of the audience to deduce key audience insights and fuel our online strategy. Our customer experience strategy centres around the content consumption patterns of typical Rugby fans. Our biggest insight was that they are ‘content grazing’ – that is throughout a day they are returning to favoured sources for updates on all matches together with new and developing stories about the team. This insight drove our digital strategy, the new platform needed to deliver the best digital experience for a Northwales Crusaders fan bar none.

After gaining an understanding of the club’s needs, we quickly set about building a website that effectively communicated their objectives and provided a valuable user experience for anyone using the site.

The entire experience needed to be focused on the most important factor - the clubs performance and the cycle of the team. The match represents the central pillar for all content publishing, site navigation and content aggregation.

Our team designed and built a slick, modern and easy to use website that reflected the spirit of the team and the passion for Rugby League. The fully responsive website includes a number of content rich sections covering the squad, coaching, season tickets, results and rankings; news and club information.

The Outcome

Fotofire created a brand-new website to represent the brand values of Northwales Crusaders giving scope for the club to grow and to manage the website without reliance on a web agency. As well as designing a new front end look to reflect the new Northwales Crusaders brand we moved the site to the CMS WordPress. After detailed analysis of our user journeys we simplified the website’s architecture and the project also saw considerable planning and execution around meta and SEO in order to maintain rankings, authority and organic traffic.

The new website is a hub for news and updates and a community for rubgy fans to return to time after time. As the digital face of the company, it has taken their appearance to the next level, with stunning photography and high-impact typography.

A huge amount of positive feedback has already been reported. Since the launch the new site has received widespread praise from the club’s fans and sponsors.


"Working with Fotofire means first and foremostly that what you want to get done, get’s done! The service is professional at all times and the responses are quick. Fotofire helped us in every way, developing a professional and beautiful website which showcases our club brilliantly! Their ability to develop creative solutions to the functionality and user experience of our site made for a fantastic end result. I was impressed all around with their skills, and we would have no hesitation in recommending Fotofire to anyone considering using their services."

Josh Pay - Media Manager

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