American-owned and based in Calhoun, GA, Shaw Sports Turf has led the industry in research, development and innovation for over two decades. With more than 2,500 successful field installations, their portfolio includes high-profile organizations such as the Baltimore Ravens, Cleveland Browns, Georgia Tech, and the University of Arkansas. Their products are engineered for performance and safety, meeting the needs of athletes and sports programs at every level.
Shaw Sports Turf partnered with Wakefly to migrate their existing WordPress website while also refreshing the design. After three years on their previous site, they were looking to expand content and functionality to better showcase recent projects and improve SEO performance.
Wakefly began with a competitive analysis, keyword research, and a review of existing analytics to inform both the site’s design and information architecture. This led to a strategic restructuring and expansion of content to better serve key audiences, including coaches, athletic directors, architects, and parks and recreation professionals.
The updated design highlights high-quality imagery of Shaw’s products in action, helping to build credibility and support referrals. The new site was built in Kentico with a focus on ease of use, allowing the Shaw team to efficiently manage and update content such as new projects and industry news.
Additional enhancements included streamlining the rep locator functionality on both the front and back end, making it easier to assign representatives across territories and helping users quickly find the information they need. A robust tagging structure was also implemented to ensure content remains highly searchable.
Wakefly has partnered with Shaw Sports Turf on digital marketing initiatives since 2018, building a long-term relationship focused on bringing quality traffic to their website.
With limited prior investment in digital marketing, this engagement provided an opportunity to build a strategy from the ground up. Wakefly implemented a multi-channel approach across Google Ads and Facebook Ads, ensuring proper conversion tracking was established from the outset.
This included extensive keyword and audience research, along with the development of a balanced campaign mix featuring branded and non-branded search and display campaigns.
Over time, Wakefly has continued to refine strategy, optimize performance, and help Shaw adapt to evolving market conditions.
