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KENT TENNIS
A new digital home for tennis in Kent
Kent Tennis is the county organisation responsible for supporting and growing tennis and padel across Kent. As one of the country’s largest playing counties, it supports a diverse community of clubs, coaches, players, parents, officials, volunteers and partners, providing access to everything from competitions and development opportunities to resources, news and support.
With such a broad remit came an increasingly complex digital ecosystem. Kent Tennis appointed Wood & Ham to completely rethink its website, creating a clearer, more accessible and engaging digital platform that would better serve its many audiences while reflecting the ambition and reputation of one of British tennis’s leading counties.
CLIENT TYPE
County Tennis Organisation
WHAT WE DID
The Challenge
Kent Tennis’s existing website was no longer serving its audiences as effectively as it needed to. With a large volume of content spanning clubs, coaches, competitions, players, officials, padel and more, users were finding it increasingly difficult to navigate the site and quickly locate the information relevant to them.
The challenge extended beyond simplifying the user experience. The new website needed to better reflect Kent Tennis visually, work for an exceptionally broad demographic, and provide an accessible experience across desktop, tablet and mobile.
Crucially, it also needed to work behind the scenes. With the website managed by a busy team balancing multiple responsibilities, the platform had to be straightforward to maintain, update and evolve without compromising the consistency or quality of the design.
Our Work
We began with a series of collaborative workshops to understand Kent Tennis’s audiences, content requirements and the different journeys users needed to make through the website.
With a substantial existing site and numerous programmes, initiatives and stakeholder groups to accommodate, we mapped the complete website architecture before developing detailed wireframes across the key pages. This allowed us to simplify the structure, establish clearer pathways through the content and make it significantly easier for users to move between relevant areas of the site.
From there, we created a visual direction that better reflected Kent Tennis’s ambition and standing within the sport, while keeping usability at the centre of every design decision. Particular consideration was given to readability, accessibility and responsive behaviour, ensuring the experience worked effectively for an audience ranging from young players and parents through to older members of the tennis community.
Just as importantly, we designed the website around the people who would ultimately manage it. Flexible page structures and straightforward content management allow the Kent Tennis team and volunteers to update information easily, add new initiatives and adapt the website as the sport continues to evolve, including the rapid growth of padel.
The Outcome
The new Kent Tennis website provides a significantly clearer, more accessible and engaging digital home for tennis and padel across the county.
Since launch, the response has been extremely positive, with encouraging feedback from clubs, players, officials and other stakeholders across Kent. Importantly, the early data is backing that up too, with the website already surpassing Kent Tennis’s average monthly website visits from 2025.
Beyond the initial response, Kent Tennis now has a platform designed for the long term: one that is easier for its audiences to navigate, easier for its team to manage and flexible enough to grow alongside the changing needs of tennis and padel across the county.
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