ER7 Football Training: a sports identity and website built from scratch
Strategy, visual identity, content, Astro development, SEO and mobile UX for ER7's new technical football training website.
Where we left.
ER7 started with a poster and a handful of recognisable brand elements, but no complete digital system. E-ROE built the strategy, structure, content, web identity and development from scratch, retaining black, gold and the number 7 as the client's visual cue.
What had to be settled.
The website had to explain immediately that ER7 provides technical football training, give priority to one-to-one work and speak clearly to both players and parents. It also needed real evidence of the method, a fast mobile contact journey and an SEO foundation covering Milan, Piacenza, Parma and Northern Italy without implying affiliations or unverified results.
What we did.
- Positioning, page architecture, tone of voice and offer hierarchy were defined from scratch.
- A black-and-gold digital sports identity was developed around the number 7 and a direct editorial language.
- A bespoke Astro website was designed and developed across home, training, camps, profile, media, former-player pathways and contact pages.
- One-to-one training was made central, supported by small groups and camps with consistent links and calls to action.
- Real photographs and videos were integrated into an accessible gallery with filters, lightbox and native controls.
- A former-students section was created with names, teams and links to online sources, avoiding promises or improper attribution.
- Geographic SEO was structured for Milan–Piacenza–Parma and Northern Italy, with sitemap, structured data and Search Console readiness.
- Google Analytics, site verification and WhatsApp journeys with pre-filled messages were configured.
- A complete responsive review refined headings, spacing, navigation, media and primary actions on smartphones.
What's better.
- ER7's activity and audience are understandable from the first screen of the homepage.
- Individual work has a central role and is clearly distinct from small groups and camps.
- Real photos, videos and former students make the story tangible without fabricated results.
- WhatsApp contact is immediate from the navigation and key sections.
- The technical structure provides an orderly foundation for SEO, measurement and future content updates.
Strategy, experience and digital system.
The choices that have transformed separate channels into a coherent digital presence.
A light branding cue becomes a complete sports identity.
The starting point was essential: a poster, black, gold and the number 7. We transformed those elements into a coherent visual and narrative system, defining architecture, typography, page rhythm, content and interactions from scratch.
- Strategy and structure designed from scratch.
- A recognisable black-and-gold art direction.
- Editorial headings, pitch lines and the number 7 as distinctive signs.
- Bespoke development without a generic gym template.
One-to-one becomes the core of the pathway.
The homepage immediately clarifies what ER7 does and who it is for. Individual training leads the story; small groups and camps complete the offer through clear journeys, direct copy and links that always lead to a concrete action.
- Activity and audience visible in the first screen.
- Clear priority for one-to-one training.
- Distinct pathways for small groups and camps.
- WhatsApp contact integrated at key moments.
Photos, videos and player pathways make the method tangible.
The client's real materials were selected, optimised and organised into a multimedia gallery. A separate section presents former students and connects each pathway to the information available online, using balanced language that does not imply affiliations with clubs.
- Accessible photo and video gallery.
- Media optimised for quality and speed.
- Former students presented with names and teams.
- External sources and verifiable wording.
A presence designed for Northern Italy and for smartphones.
The SEO structure connects the service to Milan–Piacenza–Parma and Northern Italy through natural content, sitemap and structured data. The mobile review calibrated headings, spacing, menus, gallery and calls to action to retain visual impact without compromising readability.
- Geographic SEO without duplicated local pages.
- Sitemap and structured data prepared.
- Google Analytics and site verification integrated.
- Responsive experience verified on phone, tablet and desktop.
Project images.
We only display authorized materials.