Falcon Racing
WordPress. Database Management. Google Tag Manager. Storefront Enhancement.
Project Brief
Develop a clean, conversion-driven website to showcase and sell Falcon Racing’s composite-built rowing, coastal, and recreational boats. The platform must support product education, custom boat configurator workflows, ordering inquiries, and reinforce the heritage-driven brand backed by Olympic and national-level rowers.
The Opportunity
With growing demand for high-performance yet affordable racing shells across the UK and Europe, Falcon Racing Boats UK saw an opportunity to differentiate itself in a market dominated by legacy brands. By leveraging the technical credibility of its Olympic-level founders and the precision build quality of Falcon boats, the company needed a digital platform to attract rowing clubs, athletes, and coaches while simplifying the path from product interest to custom boat inquiry.
The Solution
A clean, responsive website was developed to serve as both a marketing and sales-enablement tool. The platform introduces Falcon’s unique three-tier boat structure (Bronze, Silver, Gold) and allows users to explore each model’s features in detail. A custom-built configurator enables prospective buyers to select hull shapes, finishes, and rigging options, then submit their choices through a streamlined inquiry form. The result is a user experience that feels premium, trustworthy, and functionally tailored to the needs of serious rowers and clubs.
Software Stack
- WordPress: Popular open-source CMS used to manage website content, themes, plugins, and overall site structure with ease.
- MySQL: Relational database management system used to store and organize all website data, including posts, user info, and plugin settings.
- Google Tag Manager: A tag management system that enables quick deployment of tracking codes, pixels, and scripts without modifying site code directly.
- Google Analytics: Analytics tool for monitoring website traffic, user behavior, conversion goals, and engagement metrics.
- Yoast SEO: WordPress plugin that helps improve on-page SEO through keyword optimization, metadata control, and readability checks.
- Open Graph: Protocol used to control how web pages are previewed when shared on social platforms (e.g., Facebook, LinkedIn), enhancing link visibility and engagement.
Core Features of the Platform
- Clear segmentation of Racing, Coastal, and Recreational boat ranges
- Detailed descriptions for each product tier: Bronze, Silver, and Gold builds
- Users can select hull shape, construction materials, finishes, rigging, seats, and color options
- Large, high-resolution product imagery to highlight build quality and design
- Dedicated section introducing Olympic and national-level founders
- Fully responsive layout for seamless browsing and configuration on smartphones and tablets
- Clean URLs, structured metadata, and keyword-optimized content for better search visibility
Mobile First Approach
Recognizing that many users browse on mobile devices, the website was designed with a mobile-first approach, ensuring:
- Designed with mobile usability as a priority, ensuring seamless experience across smartphones, tablets, and desktops
- High-quality boat images scale effectively on small screens
- Easy-to-scroll spec sections and tap-friendly image galleries
- Quick-access links to product categories and contact forms
- Structured data, fast performance, and mobile usability ensure strong rankings in mobile search results
The Result
The launch of FalconRacingBoatsUK.com successfully positioned the brand as a serious contender in the competitive racing shell market. The website provides a clear, performance-focused showcase of Falcon’s product range, supported by a smooth mobile experience and a custom boat configurator that captures high-intent leads. Visitors can explore detailed specifications, visualise custom builds, and connect with the brand in just a few clicks—resulting in increased engagement, stronger buyer confidence, and a growing pipeline of inquiries from clubs and individual athletes across the UK and Europe.
Key Metrics
- Tracked through submission forms and follow-up CRM data
- Measures user interest in personalized builds and purchase intent
- Monitored through sales team follow-ups and closed deals
- Indicates engagement with product specs and media content
- Directly affects bounce rate and SEO rankings
- Supports future retargeting and relationship-building efforts
Conclusion
FalconRacingBoatsUK.com demonstrates how a niche, high-performance product can be effectively brought to market through thoughtful digital design and strategic content. By focusing on clarity, responsiveness, and configurability, the platform not only communicates the value of Falcon’s boats but also creates a frictionless path from curiosity to conversion. It sets the stage for long-term brand growth, digital marketing, and scalable customer interaction in a highly specialized sport.