Team executives are always asking whether there are features missing from their team Web sites. The answer, I found, is an emphatic yes.
I recently surveyed a dozen leading non-sports Web marketers to see what common features show up in all of the sites they built and to gauge their opinion on what features, if any, are missing from most sports team Web sites.
While recognizing that many of these non-sports executives still feel the medium is changing too quickly to allow rules to be written, I do think after this exercise that sports teams should use the following checklist of must-have elements to see if they are on their own site.
A “What’s New” section
The Web thrives on newness. Too many sites seem to have sunk into a state of suspended animation, and teams, especially during the offseason, are guilty of this.
Teams tend to fall into two situations: Either nothing’s been added since the previous day, or a user just can’t find it.
Team Web sites should have fresh news and features added daily. A simple “What’s New” section helps users immediately discover new information and ultimately increases the likelihood that they will visit the site more frequently.
A search engine or site map
If you choose to make it difficult for users to find what they’re looking for, fans will choose to look elsewhere.
Users can get team information from a variety of sources ranging from national to local sports sites. A simple search engine allows users to type in a keyword and find the information they are looking for quickly and easily.
For example, a common fan query might be to find out if umbrellas are allowed in the stadium. A search engine will allow a fan to type in the word “umbrella” and immediately find the answer. This not only saves the fan time but also eliminates the extra hassles for facility operations staff members on game days.
A feedback mechanism
Despite all the jabbering about the Internet being the first true two-way medium, not enough team sites offer a simple way for customers to make their voices heard. The majority of sites offer a simple “mail to” link, which opens up a blank mail message, usually addressed to the webmaster or a nameless customer service representative.
The proper solution is a customized menu like the one the Buffalo Bills have that allows users to direct their feedback to a specific place (ticket sales, sponsorship, community relations, etc.). An automatic response, which lets users know that their message was received, is also a simple but effective idea for teams to consider.
Most important, however, the most successful sites read all the feedback they receive and respond to much of it.
Phone numbers
The need to put a phone number on a team Web site and make it visible is an issue for a surprising number of team Web sites. Teams should make sure that they not only put their phone number on their site, but that they make it visible and easy to find, as users are still likely to pick up the phone with a question.
Privacy policy
If your site asks visitors to volunteer information about who they are (and most team Web sites do), it has become de rigueur to draft and display a privacy policy. How will the site use the information that visitors provide?
The Chicago Blackhawks have a privacy policy for their users and even created a separate privacy policy for users younger than 13.
Simple traffic reports
The most successful commercial Web sites generate revenue from a variety of sources. A leading source is advertising.
To generate advertising revenue consistently, a site must conduct and showcase research that allows prospective advertisers to both qualify and quantify an online ad buy. Pick a set of metrics and stick to them — are you tracking page requests, unique visitors or orders?
Dan Migala (dmigala@sportsbusinessjournal.com) is publisher of The Migala Report.
