Website design and development for National Field Archery Association, how 93 helped launch a new website with a focus on functionality and membership growth.
National Field Archery Association (NFAA) is a not for profit organisation in the US dedicated to the sport of field archery. Originally founded in 1939 the NFAA offers programs and events across all archery disciplines including indoor and outdoor archery, 3D archery and bowhunting.
We launched a new website for NFAA in February 2023, after the success of our website rebuild for UK governing body - Archery GB in 2022, and USA Archery in 2021. Focusing on functionality as well as impactful design, we created a number of brand elements for the client to use on the website, based on the brief and NFAA’s needs. Supported by Sport:80 - a global sports membership platform, we built a brand new website that allows NFAA to grow and develop over the coming years as interest in field archery in the US continues to rise.
A great sports website should enable the organisation to be in control of their content, allowing them to communicate directly with their audience - including elite athletes, beginners, volunteers, judges and staff, young people and parents. This includes being able to update their digital content frequently - vital for search engine optimisation - and for members and non-members who want to know more about announcements, archery news, events and other important information.
During our research stage, we identified a page on the website that featured over 50 US States represented on a single landing page. Our recommendation for the new website was to create landing pages for each State, organised by section, giving relevant information that’s easy to find, whether you’re in Alaska or Arkansas, Washington or West Virginia.
New landing pages that promote local news and events, along with key contact information make it quick and easy for site visitors to find what they need, reducing frustration and bounce rate, as well as reducing the need to contact the organisation with questions. This is great for the audience, and frees up staff time to work on other things.
We created a feature to make it easier to share the right information via social media, blogs or other messaging platforms. Within the CMS (Content Management System), staff at NFAA can add and update National Tournaments, within this section they’re able to create tabs of content which have their own unique URL within a single tournament page. When viewing the page, each time a tab is opened the URL is dynamically updated so that when users and staff share the link of the tournament, the recipient of the link will be directed to the tab that was opened by the sharer.
This makes it easier to share information about registering, locations, rules and prizes, directly linking the reader to the correct section. Being able to find the information you need in as few clicks as possible is a key UX (User Experience) fundamental to reduce bounce rate and increase user satisfaction.
Using the questions most frequently asked of the NFAA, we recognised the need for easily accessible information sharing, especially around the types of archery that NFAA supports.
We created a section for video guides as an interactive and compelling way to introduce the different disciplines. This format is easily shareable and great for social media platforms which gives another way for NFAA to draw in new audiences to the site.
While club finders are widely used, we added some extra features to the NFAA site, which allow users to find their nearest club or shop. Users can enter their zip code or filter by State, and choose whether to search for clubs or shops in their locality.
They can also filter by range type - outdoor, indoor, outdoor field, or 3D - which narrows down the results further enabling them to quickly find exactly what they need. This function was designed by us and is powered by Sport:80’s API and includes an integration with Google Maps.
Archery Magazine has been in circulation for over 70 years, informing and entertaining archers in the US. We embedded the magazine, powered by Issuu, in the NFAA site to give easy access to hundreds of back issues as well as the current issue.
Keeping all the information in one place, accessible via a couple of clicks, keeps visitors engaged and on the site for longer.
We created a membership calculator that allows new users to quickly and easily find out how much the different membership packages cost in their own State.
This reduces the need to contact the organisation directly and could increase sign up as their target audience can easily make a fully informed decision about their membership status. Having to click off the site or wait for a reply to an email enquiry increases the length of time a potential member has to weigh up whether to buy a membership and could decrease sign up. All membership packages and their respective prices per State can be completely managed using the website’s CMS.
If you’re a sports NGB or sports organisation and brand with a project that needs a fresh perspective and some creative digital design in the US, UK or Europe, we want to hear from you.
When Market Harborough optician Clarke & Roskrow wanted to elevate their high street store fascia to get more impact and attract more customers, they invited 93 to answer their design challenge. Find out more
Explore how our design team, turned the fortunes of Birmingham's former hairpin factory into a new build-to-rent development in the heart of Digbeth. Find out more
93 are extremely experienced at designing interiors, creating impactful brands and building bespoke cabinetry for opticians. 93 worked with The Eye Place to elevate their brand and create a traditional shop front for their new location on Fleet Street, London. Find out more
93 worked with, natural skincare and grooming brand, Apothecary 87 to elevate their existing range of products using impactful packaging design, typography and a new brand identity. Find out more