From High-Risk Migration to €2m in Global Growth

SIS operates in a complex B2B procurement landscape serving two distinct audiences:

1. Elite institutions e.g. Professional clubs, Governing bodies and Stadium operators.
2. Education & grassroots sector e.g. Colleges, High schools and Local authorities.

Elite buyers demand technical compliance and proof. Grassroots buyers require clarity and reassurance.

Pre-migration analysis revealed a critical insight:

The /news/ section drove high traffic and leads, but commercial service pages converted at significantly higher rates.

Traffic volume was not the issue.

Commercial alignment was.

Our strategy focused on restructuring the site around new simplified terminology: sports, surfaces, systems and services to reflect the different lenses new potential customers may use to approach brand discovery and prioritise commercial expansion into more search query markets.

This reflected how buyers approach procurement, as our strategy focused on:

• Streamlining historic content
• Improving navigation and stakeholder “ownership” of product areas
• Strengthening case study journeys with embedded CTAs
• Preparing the site for US state and sector expansion
• Introducing structured lead routing

Migration protection at scale

We implemented:

• Full pre and post-launch crawl comparisons
• URL-level redirect validation and redirect chain elimination
• Canonical and indexation auditing
• Multisite consolidation (UK, UAE, Ireland, etc.)

Stability was preserved despite the structural overhaul and the reconstruction of internal linking.

Commercial structural rebuild

The previous site behaved like a brochure. We rebuilt it as a qualification system.

Actions included:

• Reorganising the site structure to serve buyer intent
• Enhancing case studies with cross-links and contextual CTAs
• Improving contact form routing for faster internal delegation
• Introducing clearer service pathways

The result was a guided procurement journey rather than static content.

International considerations

August 2025, we launched the US: https://www.sispitches.com/us/

Immediately, we saw a 51% increase in daily clicks over an 8-week period for traffic from the United States across the site as a whole.

This is part of our global strategy with Turkey to follow.

UK vs US differentiation

e.g., UK “football” vs US “soccer”

US plan to capture demand for key sports, e.g. college football

US content will be structured into localised content hubs:

• /us/state/ e.g. Kansas

• /us/sectors/ e.g. Colleges

• /us/stadiums/ e.g. Leagues

Testing methodology

We conducted A/B tests and controlled experiments to isolate the new structure’s impact.

Initial results: 

• +189% daily clicks
• +102.5% user engagement

Content pruning & authority elevation (Q4 2025)

To strengthen E-E-A-T signals, we introduced internal expert commentary from turf engineers and hybrid development specialists across high-traffic guides.

We also planned a series of content to expand and support our commercial content.

We added:

• Structured FAQs
• Comparison tables
• Brand positioned CTAs