Project Completed
Website Build
OVERVIEW
Essendon Little Athletics Centre (ELAC)
Website Re Design & Development
THE PROJECT
Essendon Little Athletics Centre (ELAC) is a long-established community sporting organisation providing athletics opportunities for children and young people across Melbourne's north-west.
ELAC's website had served the Centre for many years, but as the needs of families and the way people search for information online evolved, it was time for a complete digital redevelopment.
The goal wasn't simply to create a new-looking website. The project was about rethinking how ELAC's information was organised, presented and discovered online, creating a modern digital experience that would work better for families and provide a stronger foundation for the Centre's future.
THE BRIEF
ELAC needed a modern, professional and family-friendly website that made it easy for parents, athletes and new members to find the information they needed.
With registrations, fees, seasons, age groups, training, competitions, uniforms, events and club information to communicate, the website needed a clear and intuitive structure.
Key objectives included:
- Create a modern and engaging website
- Make important information easier to find
- Simplify registration and membership information
- Clearly explain fees, seasons and what families can expect
- Improve navigation and content organisation
- Create dedicated pages for key topics and frequently asked questions
- Deliver a strong mobile experience
- Better showcase ELAC's athletes, coaches, community and activities
- Answer common questions before families need to contact the Centre
- Improve visibility in Google and local search
- Strengthen ELAC's Google Business Profile presence
- Establish a website structure that could continue to grow with the Centre
THE APPROACH
This project was approached as a complete website redevelopment, with content, structure, usability, visual presentation and search visibility considered together.
Content & Information Architecture
The existing website content was reviewed and reorganised to create a clearer journey for visitors.
Information was rewritten and structured around the questions families are most likely to have when discovering Little Athletics for the first time.
Rather than expecting visitors to already understand how the sport works, the new website guides them through the information they need — from understanding Little Athletics and age groups through to registrations, fees, training and participation.
SEO & Google Visibility
SEO was incorporated into the website redevelopment from the beginning.
Content, page structure and headings were developed with both users and search engines in mind, helping ELAC improve its visibility for relevant Little Athletics and local search queries.
The website was connected to Google Search Console to provide ongoing insight into search performance and how the site is appearing in Google results.
Local Search
Google Business Profile optimisation was also incorporated into the project to strengthen ELAC's local online presence.
This helps families searching for Little Athletics and children's athletics in the Essendon and Melbourne north-west areas discover the Centre and connect with the website.
Visual Design
The visual design was completely refreshed to better represent ELAC's energy, inclusiveness and strong community focus.
Athletics photography and imagery are used throughout the website to bring the Centre to life, break up information-heavy pages and give visitors a stronger sense of the ELAC experience.
THE RESULT
The result is a completely rebuilt digital presence for Essendon Little Athletics Centre, designed around the needs of today's families.
The new website provides a clearer, more intuitive experience for parents, athletes and visitors, with information organised around the questions and decisions families need to make.
It also provides ELAC with a stronger digital foundation for SEO, Google visibility, local search and future growth, supported by Google Search Console, Google Business Profile and Rank Math.
Most importantly, the new website better reflects ELAC as an organisation — active, welcoming and community-focused, with a commitment to encouraging children and young people to participate, develop their skills and achieve their personal best.
THE END RESULT
A modern, accessible and search-optimised website that puts families first, strengthens ELAC's online presence and provides the Centre with a digital platform built for the future.
Site Creation
