Website Design, Strategy & Development
Industry: Fitness, Movement & Community Sports
Platform: WordPress + Elementor Pro
Hosting: SiteGround
Integrations: Vagaro, HubSpot, GiveButter, Instagram
Services: Website Strategy, Branding, Photography, Design & Development, SEO Structure, Ongoing Maintenance
Next Step Archery is a community-driven archery range offering classes, programs, corporate events, and resources for archers of all experience levels. As the organization continued to grow, their website needed to evolve from a static online presence into a clear, functional platform that supported enrollment, communication, and long-term growth.
I partnered with Next Step Archery to fully redesign and restructure their website, creating a scalable, easy-to-manage system that clearly communicates offerings, supports SEO, and helps potential clients quickly find the information they need.
Prior to the redesign, Next Step Archery’s website was built on a custom WordPress theme from the mid-2010s that could only be edited through code. As a result:
Content updates were difficult and time-consuming
Pricing and program information was outdated
Key services and offerings lacked clarity
Visitors struggled to understand what classes or programs were available
Navigation was simple but unintuitive, leaving users unsure where to find what they needed
While the original goal of the site was simply to establish an online presence and encourage phone calls, there was no broader strategy guiding user experience, content hierarchy, or growth.
The primary objective was to create a website that:
Clearly communicates classes, programs, and events
Makes it easy for users to sign up or inquire
Supports SEO and long-term discoverability
Reflects the organization’s welcoming, educational, and community-focused mission
Is easy for staff to manage and update internally
Beyond functionality, the site needed to serve as a foundation for growth, supporting future programs, partnerships, and corporate events.
I led the project end-to-end, handling strategy, design, development, branding, photography, and ongoing optimization.
Created wireframes and sitemaps to restructure content logically
Reorganized navigation to highlight:
Classes
Group & corporate events
Programs
Resources
About & contact information
Worked closely with leadership and board members to align the site with evolving organizational needs
Built the site on WordPress using Elementor Pro, allowing for:
Custom layouts
Reusable templates
Consistent visual language across all pages
Designed the homepage first, then extended its design system across the site for consistency
Implemented responsive design best practices, including:
Mobile-specific layout adjustments
Selective content hiding for smaller screens
Used Elementor Site Settings to manage typography and branding globally
Integrated Vagaro for class and program scheduling
Connected HubSpot for CRM and contact management
Added GiveButter for donations and fundraising
Integrated Instagram content for dynamic community engagement
Implemented affiliate links where appropriate
Used Pods to create extended custom fields, particularly for:
Resources
Events
Built dedicated Resource and Event pages to support SEO and long-term content growth
Collaborated on copywriting strategy to improve clarity and SEO
Created content structures that guide users toward action
Optimized key pages, including a focused redesign of the Corporate Events page with strong SEO intent
Since launching the redesigned website in May 2024, Next Step Archery has seen measurable improvements across multiple areas:
56% increase in website traffic
An average of 3,319 traffic acquisitions per month
Classes filling more quickly due to clearer structure and calls-to-action
Increased inquiries for corporate events, especially after the SEO-focused redesign in July 2025
Strong positive feedback from both clients and internal staff, particularly around:
Ease of finding information
Improved navigation
Access to educational resources
Simpler contact and inquiry process
The site now functions not just as an informational hub, but as an active tool supporting enrollment, engagement, and growth.
Next Step Archery’s website is now under monthly maintenance, allowing the site to continue evolving alongside the organization. This includes updates, optimizations, and strategic refinements as new programs and needs emerge.
This project represents the intersection of strategy, design, and long-term scalability. By moving from a rigid, code-dependent site to a flexible Elementor-based system, Next Step Archery gained a website that supports both their community today and their growth tomorrow.
