We Make Footballers Website Redesign for UK and US Markets

Full website redesign and multi-locale build for the UK's largest children's football coaching franchise, supporting their expansion into the US market.

Industry: Sports Franchise / Youth Coaching · Platform: Webflow · Scope: Website Redesign, Webflow Development, Localization, Performance Optimization, CMS Architecture, SEO

We Make Footballers operates 100+ academies across the UK with 60+ franchise operators, 100,000+ children coached, and 350+ professional academy signings. They were expanding into the United States starting with Miami, Orlando, and South Florida.

The old site wasn't performing, wasn't converting, and couldn't support two regional audiences. UK and US visitors have different pricing expectations, terminology (football vs soccer), legal requirements (FDD compliance for US franchise sales), and trust signals. The site needed a full redesign and a structure that could serve both markets from a single domain.

We redesigned and rebuilt 25+ pages in Webflow, then layered on a three-locale architecture (Primary/International, English US, English UK) using Webflow's native localization. This gave us automatic hreflang, canonicals, localized sitemaps, and field-level content overrides without duplicating pages or CMS collections.

US localization covered every page: football to soccer across all copy and metadata, pricing converted to USD with payment plan breakdowns, application flow rewritten to include FDD disclosure steps, UK-specific references (VAT, postcodes, Greater London) removed, and three US franchisee success stories built as static pages under /success-stories/.

A locale switcher with geo-detection surfaces a suggestion banner based on IP, swaps the nav globe to the active country flag, and respects user preference via localStorage.

Performance work took the site from a 37 PageSpeed score: image weight dropped from 55 MB to 5.6 MB, 4 unused font families removed, a render-blocking webfont.js chain eliminated, reCAPTCHA lazy-loaded to fire only on popup open, hero video stripped on mobile, and 24+ scripts consolidated to 11. A CMS audit categorized 81 blog posts by region and applied locale-aware visibility rules.

25+ pages redesigned and built from scratch

UK and US pages indexed independently with correct hreflang and canonical relationships

US content reads native: soccer terminology, dollar pricing, FDD-compliant flow, American franchisee stories

Image weight reduced by 90%, render-blocking chain eliminated, scripts cut by more than half

Blog operates across locales with region-appropriate visibility

Structure scales to new markets by adding a locale and overriding the fields that change

The project required working through several Webflow platform constraints (global CMS draft status, localized page creation limitations, script version accumulation) with documented workarounds for each.