Nat Grogan - PLAYER

PLAYER Landing Page

Website Redesign & Multi-Page Build for PLAYER

Introduction

PLAYER is a platform supporting emerging football talent through tools, opportunities, and structured programmes. I was brought in to transform its digital presence from a minimal one-page site into a clear, scalable, conversion-focused experience.

THE CHALLENGE

The existing site was a single page with a generic contact form for clubs, agents, and players - with no explanation of what PLAYER does or how it helps. Users were expected to act without understanding the product, its benefits, or who it was for.

Key issues included:

• No clear value proposition or product explanation

• One undifferentiated journey for multiple audiences

• No structured path to conversion beyond a contact form

• Limited credibility or supporting content

• A design that lacked hierarchy, clarity, and direction

The core problem wasn’t visual - it was structural. The site needed to show users why the app matters and how it helps them grow their football networks, while guiding them toward action.

Close-up of PLAYER Success Stories section

The APPROACH

I approached the project as both a UX and communication challenge, guided by a single principle: clarity drives conversion.

I restructured the experience from a single page into a multi-page ecosystem, separating PLAYER Recruit and PLAYER Accelerator to serve distinct audiences:

B2C (PLAYER Accelerator) - focused on individual players

B2B (PLAYER Recruit) - focused on clubs, agents, and partners

The user journey was redefined as: What is PLAYER? → How does it help me? → Which offering is right for me → Take action

From a design perspective, the aim was to communicate clearly, build credibility, and remove friction - moving away from ambiguity toward a confident, structured digital experience.

Design & Execution

All pages were designed and built in Squarespace, blending UX strategy with deliberate visual design decisions.

Landing Page (Main Audience: Clubs, Agents, Players)

The main landing page explains how PLAYER helps football professionals grow their networks.

Key design decisions:

✔ Clear value proposition upfront - immediately communicates the purpose of the app

✔ Structured content blocks - show benefits for different user types

✔ Player success snapshots and testimonials - build trust and credibility

✔ Strong, well-placed CTAs - guide users toward signup or enquiry

Typography, spacing, and layout establish hierarchy and flow, making the page scannable while subtly directing attention toward action.

Various sections of the PLAYER Landing Page

PLAYER Recruit & PLAYER Accelerator Pages

Dedicated pages were created to reflect different audiences:

PLAYER Accelerator (B2C) - focused on individual players. Emphasis on aspiration, outcomes, and accessibility, guiding users to sign up quickly

PLAYER Recruit (B2B) - targeted at clubs, agents, and partners. Emphasis on credibility, efficiency, and clear value

Both pages share a consistent visual system but are tailored in tone, content flow, and CTA placement to suit their audience.

PLAYER Accelerator + PLAYER Recruit Webpages

PLAYER Accelerator + PLAYER Recruit Webpages on Mobile

Conversion & UX Design

A key shift was moving from passive enquiry to active conversion:

✔ Optimised signup and contact forms - simple, intuitive, aligned with intent

✔ Introduced a pricing section to clarify packages

✔ Integrated payment functionality for seamless conversion

✔ Replaced generic enquiry with purposeful actions

Every design and UX choice aimed to convert, not just inform.

Navigation & Structure

A clear navigation system allows users to move effortlessly between offerings, transforming the site from a static page into a functional product entry point.

Mobile Optimisation

All pages are fully responsive, with:

✔ Simplified layouts and stacking logic

✔ Clear, tappable CTAs

✔ Optimised typography and spacing

Mobile experiences are distilled, prioritising speed, clarity, and action.