The Australian Masters Games (AMG) is one of Australia’s largest regular multisport festivals with an extensive sport program offering over 50 different sports. AMG engaged Digital Thing to design and develop a new website that would drive interest and registrations to participate in the Games. The website needed to encourage sign-ups for newsletters, AMG social media accounts and provide up-to-date information and instructions for participating in over 50 sports. Digital Thing created a custom-designed WordPress website that drove registrations and interest in the Games and included a community-driven bulletin board that allowed users to engage with one another.
The AMG website was developed by Digital Thing with a custom-built responsive theme using WordPress, which offered an enhanced user experience across all devices. The website was designed to reflect the fun and excitement of participating in the Games, and drive registrations from participants, volunteers and other interested parties. This included easy navigation to different sports and events along with clear calls-to-action and simple forms to accept entries from participants.
Digital Thing integrated a community-driven bulletin board on the website so users could discover sports teams and events to join at the Games. AMG was also supplied with training videos to assist the internal team with managing the website. Digital Thing optimised the website to achieve a higher ranking in search results and increase the amount of organic traffic to the website.
The AMG website immediately generated interest in the Games and drove a spike in participant entries, newsletter sign-ups, social media follows and sponsor interest. The search optimisation on the site by Digital Thing also helped catapult AMG pages to the top of search rankings for specific sports, which helped increase traffic and interest in the Games.
The feedback from sponsors and the internal team was overwhelmingly positive, with the website effectively capturing the fun of the Games and the excitement of hosting them in Perth. Digital Thing continues to work with AMG on its digital campaigns and to enhance the user experience on its website.