Lewie Coyle Football Academy
A website built for an elite athlete giving back to the city that made him - and the kids who want to follow in his footsteps.
Lewie Coyle is the captain of Premier League side Hull City. Hull-born and Hull-raised, when the time came to build something of his own, he knew exactly what it needed to be - an academy that gave the young players of his city the kind of coaching, environment and belief that could set them on the path to a professional career. When Lewie approached our co-founder Joe, he wanted to build something that represents who he was, what he wanted to achieve, and gives families in Hull every reason to trust him with their children's development. It has been a genuine pleasure watching what started as a conversation between two people who understand football grow into the thriving business the academy is today.
Client
Lewie Coyle Football Academy
Year
2025
Services
Website Design
Built for parents. Built on trust.
The audience for a football academy website is not the children. It's the parents. The data showed specifically, in Lewie's case, that it was predominantly mums arriving via Facebook on their phones, making a judgment call about whether this is somewhere they trust enough to send their child. That insight shaped every design and UX decision we made. The site needed to build trust quickly and clearly. Lewie's story - who he is, what he has achieved, why he started the academy and what he personally promises to every child that comes through the door - was the most powerful trust signal available and we put it front and centre. Professional footballer. Local lad. Genuine ambition for his city's young talent. The coaching credentials, the environment, the level of professionalism communicated through the look and feel of the site - all of it was designed to answer the question every parent is asking when they land on the page: can I trust these people with my child?
Mobile-first-thinking
Knowing that the majority of traffic was coming through Facebook and on mobile, it meant that mobile optimisation was the primary design consideration from the very first line of code. Every layout decision, every image, every piece of copy and every call to action was built and tested for the mobile experience first. Load speed, tap targets, form simplicity, the clarity of the enquiry and booking journey on a small screen - all of it was considered with the specific customer behaviour in mind. A parent scrolling Facebook, seeing a post about the academy, tapping through and within thirty seconds knowing exactly what it is, why they should trust it and how to get their child signed up.
