Peterborough City Rowing Club - A threefold rebrand

The aim of Peterborough City Rowing Club website redevelopment was to improve event information to existing members, increase awareness for prospective new members and to attract third party use of the facilities.

Peterborough City Rowing Club was founded in 1948 but there are records of competitive rowing in Peterborough which date back to Victorian times. In 1999 the club obtained a Lottery grant to extend the boathouse and the following year it became a Project Oarsome club leading to a big expansion of its junior membership. The club continues to grow and is now a fully inclusive centre of excellence for rowing in the East of England and is now looking to take the next step by extending its boathouse further to cater for a growing membership.

  • Services
  • Strategy & UX
  • Design
  • Development
  • Technologies
  • WordPress

Strategy & UX

The main aim of this site was threefold; to provide up to date information to the existing members of the club, to attract potential new members through the ‘learn to row’ programme and thirdly to improve third party use of the facilities.

Focusing on the above areas the look and feel of the site had to become less busy with clearly defined areas and user signposting to give visitors to the website a seamless journey without confusing the user.

This has helped increase the page views by 116% along with increasing session duration by over 17%.


The site was developed for flexibility to highlight different areas within a range of specific sections. Allowing for this helps to change the focus or to highlight specific pages quickly and simply through the client admin area.

The strong, bold colour, shapes and images helped to give a flavour of the fun, exciting and sociable side to the sport! We also placed a set of call to actions to the side to help reinforce the messaging and a fast link to other areas of the site. The areas of importance are clearly defined and separated to enable a straight forward journey for a browser viewing the site.

This approach has led to an increase of 106% in mobile traffic to the website.


With mobile browsing traffic increasing to over 40% of all internet traffic, along with the prediction that mobile browsing will overtake desktop in the next year or so, having a site that works well on mobile devices is a must.

Built on the backbone of WordPress, we have allowed the client to have easy access to an administration area for them to make changes and to update with new information as and when necessary. This approach works especially well for the events section which is used to promote and provide information in the run up to an event and once the event is over provide results in the form of a download.

This means that there is less bloat that has to be downloaded to view the website which in turn makes the site faster to load and faster to navigate around on mobile devices 46% faster when compared to the old site.



“Peterborough City Rowing Club had a very old and outdated website and as the Club continues to grow and attract new members it became clear that we needed to update it. The team at WTBI have done an excellent job in making this happen. PCRC is run by volunteers and as such we rely on them freely giving their time to help market the club. WTBI were really helpful, working with our team of volunteers and guiding us in the right direction to ensure that we achieved a new website which far surpassed our expectations. The result is a brand new website which provides the Club with a very professional and stylish ‘shop front’. WTBI also provided us with full training to enable our volunteers to update parts of the website ensuring that it not only meets our needs now but will do so for many years to come.”

Tracey Rushton-Thorpe, Honorary Secretary, Peterborough City Rowing Club


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