Archery Enthusiast Hub

Getting people from curious to shooting

The Archery Trade Association wanted more people shooting bows. That’s a harder problem than it sounds: someone who watches an archer in a film and gets curious has no idea what to do next. Buy what? Go where? And most archery content online is written for people who already shoot.

I conceived and architected Archery360.com as the answer — a consumer site that meets people at curiosity and ends at the door of a local pro shop.

Content that doesn’t assume you already shoot

The site blended pop-culture-driven content with genuine instruction, which is what let it hold two audiences at once. Someone arriving from a movie or a celebrity archer found something readable; someone already shooting found material worth their time.

I built it on custom WordPress with the information architecture designed around that split — navigation that let a newcomer browse and a hunter go straight to what they needed, without either one wading through the other’s content.

Closing the loop to a real shop

Interest online only grows the sport if it becomes a visit to a range or a shop. So I built a shop finder that connected the two: readers could find archery shops and events near them, turning an article into a place to actually go.

That connection was the point of the whole project. It’s also what made the site valuable to ATA’s members, who are those shops.

The association side

I also redesigned ArcheryTrade.org, the association’s own site, improving its architecture, metadata and accessibility so members could find and adopt the programs ATA offered them.

What it produced

• 30% engagement increase from the combined SEO, UX and content strategy.
• A shop finder linking online readers to local archery communities.
• Campaigns including Release Your Wild, which I co-led, extending the site’s reach.
• A platform serving both consumer engagement and ATA’s mission to grow participation.