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Urban Fun 2025
01.
The Brief
Whiteski Digital originally designed a website for Urban Fun at the end of 2024, helping establish their online presence as one of the UK’s most exciting entertainment venues. Following strong business growth and plans to launch a second location, the business partnered with a branding agency to evolve their overall brand identity, introducing a refreshed look and feel across the business.
With this growth came the decision to completely redesign and custom build the website again — this time creating a scalable platform capable of supporting multiple locations, future growth and a significantly enhanced online customer experience.
This project presented a major challenge due to the scale and ambition involved, however it also created an exciting opportunity to push the design, functionality and SEO strategy to another level.
INDUSTRY
- Leisure & Entertainment
LOCATION
- Berkshire & Kingston Upon Thames
INVOLVEMENT
- Web Design
- Web Development
- SEO
VISIT
02.
Using the new brand guidelines provided, Whiteski Digital rebuilt the Urban Fun website from the ground up with a focus on creating a clean, exciting and highly professional online experience. We researched industry-leading entertainment venues and attractions to ensure the website competed visually and functionally with the very best within the sector. The website design included:
- Dedicated activity pages
- Offer and promotions sections
- Custom layouts throughout
- Heavy use of imagery and video
- Bespoke design features and animations
- Multi-location user journeys
- Separate menus and navigation structures per location
The design focused heavily on user experience and conversion, ensuring visitors could quickly find relevant activities, offers and booking information whilst keeping the excitement and energy of the Urban Fun brand consistent throughout the site.
03.
Web Development
The entire website was custom built on WordPress using Elementor, giving the Urban Fun team exceptional control over future updates and content management internally. Backend functionality was carefully structured to support future scaling as additional locations and activities are introduced.
Custom integrations and features included:
- Multi-location enquiry forms
- Google Sheets integrations for enquiry monitoring
- Custom navigation systems for each venue
- Popup location selectors to guide users correctly
- Flexible activity and landing page structures
- Advanced backend management tools
A huge amount of research and development went into the structure of the website to ensure future SEO growth and scalability were fully considered from launch.
We also manage and host the Urban Fun website with trusted ongoing support, backups and maintenance included.
04.
SEO
SEO was absolutely critical for this project due to the launch of a new venue and the need to improve visibility across multiple locations and activities. We completed extensive technical SEO work throughout the rebuild including:
- Landing pages for each activity and location
- Structured H tags and metadata
- Sitemap optimisation
- Cleaning up and redirecting outdated URLs using 301 redirects
- Separate location-based sitemap structures
- Search Console optimisation
- Technical SEO improvements throughout the site
Page speed and performance were also a huge focus due to the younger target audience and importance of mobile usability. Using Nitropack alongside full performance optimisation, the website achieved:
- A Grade scores on GT Metrix
- 95%+ Google PageSpeed scores
- Loading speeds consistently under 2 seconds
This ensured the website not only looked incredible but also performed at the highest level technically.
05.
Results
The results from the new Urban Fun website have been exceptional from the very beginning. Early visibility improvements online have been incredibly strong, with the new structure and SEO work already delivering positive results across multiple areas.
The client absolutely loved the redesign and praised both the finish and overall experience throughout the project. The website now acts as a true digital asset for the business — built to convert visitors, support future growth and provide an exceptional customer experience across all devices.
This project has been a true collaboration between Whiteski Digital, Urban Fun and various members of their wider team. We continue to work together monthly on ongoing improvements, development and SEO growth as the business expands further.
