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Shelton Sportsturf Drainage

The brief: Re-develop three websites into one, multi-lingual, responsive website that can be easily content managed by internal and external partners

Shelton website on iPhone
Shelton responsive website design
Shelton website language switch


Shelton Sportsturf Drainage is a hidden gem of British design and manufacturing. In the depths of Baumber, Lincolnshire, Shelton has been quietly re-writing the rules of sports pitch and playing surface maintenance and scooping up awards since the late 1970s.

Shelton’s innovative machinery has won many awards including design, build and operating performance from the Royal Agricultural Society of England (RASE) in 1983, 1999, 2004 and 2007.

The machinery is also trusted around the world and has ensured uninterrupted play at the 2003 World Series cricket in South Africa, the 2007 World Series cricket in the West Indies, the 2010 football World Cup in South Africa, and the 2011 rugby World Cup in New Zealand.

POP was briefed to create a new website that would better illustrate this status and the company to promote itself overseas with multilingual content and geo-targeting.

Built from the ground up

Structurally we needed to start from the ground up. The new website needed to be planned for potential geo-targeted Search Engine Optimisation (SEO) in the future, as well as providing a far more intuitive user experience.

The website contains international sub-sections for 8 countries and is fully responsive to mobile devices

An initial SEO keyword research project was undertaken and from this the new website was mapped. This contained international sub-sections for 8 countries including Germany, France and the US. The website was also designed to be fully responsive, remodeling itself for optimal use on all devices from desktop computers to smartphones.

POP provided training so that the in-house team can add the multi-lingual content to the website, link and track the product downloads and embed demonstration videos themselves. All this is done much more efficiently owing to the content management system (CMS) being configured uniquely by POP around the website’s individual specification.

Since launch organic traffic to the website has increased significantly and first page rankings have already been achieved for all of the targeted keywords. Conversion tracking also gives the marketing team much more clarity about the website’s performance.

Visit the website.

What we did:

  • SEO (Search Engine Optimisation) planning and recommendations
  • Responsive web design and build
  • Project management
  • Marketing collateral production

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