Coventry Rugby Club
overview
We’ve just pressed play on Coventry Rugby's new website, marking a digital transformation that'll go down in the clubs history.
This was a substantial build with its fair share of complexity, but one I genuinely enjoyed tackling (pun intended).
I designed and developed the front end in Framer, with Shopify integrated for eCommerce.
A key priority here was selecting software the client was already familiar with, their previous site suffered from poor performance, clunky UX, and a lack of intuitive control, so improving both usability and maintainability was critical.
Coventry Rugby wanted to modernise how it engaged with fans, sponsors and the wider community, but its digital tools and data were fragmented across multiple systems and suppliers. Ticketing, ecommerce, email marketing, the website and fan data all sat in silos, making it hard to:
Understand who their fans were and how they interacted with the club
Sell tickets, memberships and merchandise in a joined‑up way
Use data and digital channels to drive long‑term revenue growth
They needed a partner to lead a full digital transformation, bringing together a new website, ecommerce, CRM and data into a single, integrated ecosystem.
the Result
The Herd worked with Coventry Rugby to map every key digital touchpoint, from first fan interaction through to repeat purchase and ongoing engagement. The project focused on four core pillars:
New website: Designing and building an incredible new website as the club’s digital home, with a fan‑first UX, clear user journeys and a strong content structure. The site was fully SEO‑optimised from the ground up, with technical best practice, on‑page optimisation and a strategy to grow organic visibility for key searches.
Ecommerce: Creating a robust online store for tickets, memberships and merchandise, with a smooth checkout experience and clear upsell opportunities.
CRM: Implementing a central CRM so Coventry Rugby could capture, segment and communicate with fans, sponsors and partners from a single source of truth.
Data: Connecting all platforms so that fan behaviour, sales and engagement data flowed into one place, enabling meaningful reporting and smarter decision‑making.
Throughout, The Herd ensured the technology and channels were fully aligned with Coventry Rugby’s commercial goals – from growing matchday revenue to building year‑round digital relationships with supporters.
By treating the work as a true digital transformation, Coventry Rugby has moved from disconnected systems to a joined‑up digital infrastructure that underpins the club’s growth. The new, SEO‑optimised website now acts as the central hub for news, ticketing, hospitality and retail, improving both discoverability and conversion from organic search.
With integrated ecommerce, CRM and data, the club can:
Market more effectively to fans with relevant, timely campaigns powered by a single fan view
Maximise revenue across tickets, memberships and merchandise through a modern, high‑performing site and store
Report clearly on performance and use real‑time data to inform commercial and marketing decisions
Coventry Rugby now has a scalable digital foundation and a best‑in‑class online presence to support the club’s ambitions on and off the pitch for seasons to come
£1,000
In Hour 1 of Launch
+80%
Conversion rate.
+65%
Revenue increase.
The Herd have transformed our digital presence and the reaction around the club has been overwhelmingly positive. Players, staff and supporters are all delighted with the new website, which feels modern, fast and built with our fans in mind – and we’re now consistently selling around £1,000 of merchandise every day through the online shop as a result. It’s been a brilliant step forward for Coventry Rugby and a partnership we’re very proud of.
Tom Patrick
Media and Communications Manager, Coventry Rugby
