Case Study: Wickford Lawn Tennis Club (Wix Website & SEO)
Community sports club | Wickford & South Woodham Ferrers | Wix website & SEO
Starting Point
No website, no social media, no online visibility - growth relied entirely on word of mouth.
Work Delivered
Website built on Wix, SEO foundations, local optimisation, service pages to support multiple locations, Facebook & Instagram setup.
Outcome
Junior membership increased from ~150 to 220+, programmes reached full capacity, and demand supported expansion into a second local venue in South Woodham Ferrers.
Key Insight
A clear digital presence doesn’t replace word of mouth - it supports and scales it.
The Challenge
When we began working with the club, growth was entirely offline and relied on word of mouth alone. While this had sustained a stable junior membership for several years, there was no digital presence to support visibility, enquiries, or future growth.
Key challenges included:
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No website for parents or adult players to find information
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No online visibility for local searches
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No clear structure to explain lessons, memberships, or programmes
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No digital foundation to support growth beyond existing networks
This made it difficult to scale demand or plan sustainably as interest increased.
What we Did
Website & SEO foundations
We designed and built a new website on Wix, with SEO built in from the outset rather than added later. The focus was on clarity, structure, and making it easy for both parents and adult players to quickly understand what the club has to offer.
This included:
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Clear service pages for junior lessons, adult sessions, and tennis camps
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SEO-friendly page structure, headings, and metadata
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Simple navigation aimed at busy parents and working adults
The goal was to create a site that prioritised trust and usability, while also providing search engines with a clear understanding of the club’s services.
Local visibility & content structure
To support discoverability, we structured the site around how people actually search locally, rather than internal club terminology.
This involved:
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Aligning content with local search intent
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Creating clear, evergreen service pages instead of short announcements
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Strengthening internal linking to reinforce relevance
This ensured the site could support consistent visibility over time rather than short-term spikes.
Supporting growth & expansion
As demand increased and junior programmes reached capacity at the original venue, the club expanded into an additional local location.
To support this, we:
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Created additional service pages for the new location
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Structured content so search engines could clearly understand multiple programmes and venues
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Ensured the site could scale without needing a rebuild
This allowed the website to evolve alongside real-world growth.
Social media setup & awareness
Recognising that most parents engage on Facebook, we set up and supported the club’s social media presence to complement organic visibility.
This included:
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Facebook and Instagram setup
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Sharing key updates and programme information
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Supporting targeted Facebook ads where appropriate
Social media was used to support awareness, not replace organic growth.
Results & Impact
Following the introduction of a clear online presence and improved local visibility, Wickford Lawn Tennis Club saw a sustained increase in demand across its junior and adult programmes.
Key outcomes included:
Junior membership grew from approximately 150 to over 220 children
Junior programmes reached full capacity at the Wickford venue
Seasonal fluctuations remain, with demand increasing again during spring and summer
Adult membership also increased, with after-work 1-to-1 coaching now fully booked
As demand exceeded capacity at the original site, the club expanded its junior programme to a second local venue in South Woodham Ferrers, where around 50 junior players have since been introduced.
The website and service structure allowed this expansion to be supported without rebuilding or restructuring the site.
Client Feedback
“We had new members immediately and so many enquiries it was beyond our expectations.”
— Wickford Lawn Tennis Club
Google Review
Key Insight
The biggest driver of growth wasn’t one single tactic - it was clarity.
By building a clear, trustworthy online presence from scratch, the club made it easier for parents and players to understand what was on offer, confirm recommendations they were hearing locally, and take action with confidence.
The website didn’t replace word of mouth.
It supported and scaled it.
Why This Matters for Wix SEO
This project shows what’s possible when a Wix website is structured properly from the outset.
Rather than relying on templates alone, the site was built with clear page structure, local intent, and long-term growth in mind. That foundation made it easier to support increased demand, expand into additional locations, and adapt as the club evolved - without needing to rebuild the site.
The same approach is used in our Wix SEO consultancy work with small businesses.
You can also see how the same SEO-first approach supported enquiry growth for a specialist engineering business in our TT Tools case study.