Lyon Olympique Universitaire, commonly abbreviated as LOU, is a French sports club based in Lyon. It includes a rugby union, LOU Rugby, double champion of France (1932 and 1933).
Brief and context of the request
LOU Rugby moved to the Stade de Gerland in 2017, which became Matmut Stadium de Gerland. Inside, event spaces are marketed as Espace 15 or the Village Segeco. The LOU Events entity oversees renting these event spaces.
After having created the custom website of the shop, and the first site of LOU Events, we have been asked to redesign it. We had to keep both LOU Rugby’s graphic corporate identity and style, and also integrate the new graphic elements of LOU Events.
To present the various events and improve the user experience, we have optimized the navigation paths between the following pages:
- Events
- Places
- News.
Finally, the visibility of the LOU Events brand has been a big challenge in the context of the SEO service that we offer to them.
Website redesign
Being an agency specialized in Python / Django language, we chose to develop the showcase site LOU Events using these languages. This allowed us to have a customizable website thanks to the CMS Mezzanine.
The issue of natural referencing
A good SEO strategy is essential since events sector is a very competitive market.
During the redesign of the website, we continued the SEO strategy that increases its visibility while considering inbound marketing in general. In addition to improving the position of pages on search engines, we have sought to put forward contact forms as explained in our article on lead generation in btob.
We worked on the semantic cocoon and lexical field of the event to position the site on relevant keywords and each page is completed with a contact form to capture interest, but also qualified requests for event services.
Realizing or redesigning a website with an SEO strategy is a considerable advantage to have a perfect structure and master the transfer on search engines between the previous and the new site. Think about the overall strategy of inbound marketing with our customers, allowing them to obtain concrete results on their acquisition of traffic and new customers.
Results and performances
The redesign of the website gave LOU Events the opportunity to increase its visibility on the web with a more modern and dynamic image.
The implementation of a real inbound marketing strategy around natural referencing has not only increased the traffic on the website significantly but also to increase the number of leads. We can expect up to 50% more quality leads.
SEO is still essential in this strategy since LOU Events is for example 1st on the keyword “espace événement lyon” (reported on 7/12/17 on https://encrypted.google.com/). This is an excellent performance for a competitive environment such as events.
You want to position your website on search engines, gain visibility and find customers, contact Askin, your SEO agency in Lyon.
