What We’ve Learned From Building 50+ Websites (So You Don’t Have To)

By Ellis Shelley at Kreate Media – Sports Marketing & Web Design Agency

After working with over 50 businesses — from sports clubs and gyms to coaching brands and service providers — one thing has been clear: A website alone doesn’t grow your business. But strategy as well.

Here’s what I’ve learned from helping clients build websites that don’t just look good, but actually convert, rank, and grow revenue.

Mindset & Strategy

1️⃣ Sell outcomes, not services.

People don’t buy “web design” — they buy results.

More bookings. More members. More sales.

If your messaging only says what you do, not what it achieves, you’re losing leads.

2️⃣ Your website should talk like a human.

If a 10-year-old can’t explain what you do within 3 seconds, your message isn’t clear enough. Simple sells.

3️⃣ Before you design, define your customer.

The biggest mistake? Building a site without knowing who it’s for.

Define your ideal client — their pain points, goals, and motivations — and build around that.

4️⃣ Tell a story, not a slogan.

Your “why” is what connects emotionally. People remember stories far longer than taglines.

5️⃣ Give value first.

Don’t hold back your best advice — share it. Free value builds trust faster than anything else.

Web Design Principles

6️⃣ Sell a feeling, not a service.

Red Bull doesn’t sell energy drinks — they sell the thought that it makes you fly.

Nike doesn’t sell shoes — they sell belief.

What feeling does your brand give to your customers?

7️⃣ Check your mobile experience — all the time.

Over 90% of website traffic is mobile.

So if your site isn’t smooth, fast, and simple on a phone, you’re losing potential customers instantly.

8️⃣ Design for flow, not flash.

Pretty websites that don’t convert are pointless.

Every button, page, and section should lead to somewhere meaningful.

9️⃣ Speed = money.

A site that loads in 3 seconds or less can convert up to 70% better. Compress images, remove clutter, and keep it lean.

🔟 Consistency builds trust.

Colours, tone, fonts, and visuals — they’re all signals of professionalism.

Consistency in brand makes your brand feel reliable before you even say a word.

Marketing & SEO

1️⃣ Start SEO early.

Titles, descriptions, alt text, Google Business — these small details compound over time.

SEO isn’t an add-on; it’s the foundation of your online space.

2️⃣ Google Reviews > Ask for them always!

Reviews are digital word-of-mouth. They drive trust and boost local SEO. Google Reviews significantly affect decisions, with many consumers reading reviews before making a purchase, and a one-star increase in rating potentially boosting revenue by 5–9%.

3️⃣ Track everything.

If you’re not measuring performance, then you’re guessing your efforts.

Set up Google Analytics and Search Console if you haven’t already - they can tell you so much about your potential customer’s behaviours.

4️⃣ Think like your user.

Can someone get from your homepage to booking in under 3 clicks?

If not, simplify it.

5️⃣ Show proof early.

Testimonials and real results convert better than paragraphs of text.

Social proof = instant trust.

Bonus Lessons for 2025

6️⃣ AI helps, but humans connect.

Use AI for efficiency — not emotion.

People buy from people and connection.

7️⃣ Video is now essential.

Short-form, authentic, behind-the-scenes content builds credibility and reach.

Think of how you can use video in your marketing efforts.

8️⃣ Local SEO is gold.

“Near me” searches are exploding everywhere.

For sports clubs, gyms, and service businesses — this is where your potential customers are - so it’s important you are on their list of local destinations.

9️⃣ Email is back.

It’s not dead — it’s personal. Use email to nurture, educate, and stay top of mind.

1️⃣0️⃣ Design for trust.

The goal of a website isn’t to impress — it’s to make people feel safe to buy.

This is what will happen

If you apply even a few of these principles, your website will already outperform 90% of your competitors.

Every project I’ve built — from sports clubs and coaching brands to eCommerce businesses — has reinforced the same truth:

The brands that win online are the ones that care the most about their customers’ experience.

So before you redesign your site, ask yourself:

➡️ Is it clear?

➡️ Is it fast?

➡️ Is it built for your audience, not your ego?

If you want honest feedback on where your website stands — I’ll happily review it. Request your FREE Audit below.