Pakistan's biggest race needed a website that could keep pace.
We redesigned and rebuilt the Karachi Marathon website to handle registrations, merchandise and race photos, and to finally feel as big as race day.
At a glance
- Client
- Karachi Marathon
- Industry
- Sports and live events
- Services
- Site audit, UX strategy, Figma design, front end development, technical SEO fixes, Shopify integration
- Platform
- HTML, CSS and JavaScript, with Shopify for merchandise
- Timeline
- 10 weeks
Results
- 100%of broken backlinks found and repaired
- 4core journeys rebuilt: event info, registration, merchandise and race photos
- 35%increase in registrations or merchandise sales
- 2.4 secfaster page load
The challenge
Karachi Marathon is the largest running event in Pakistan. Its website was not keeping up.
The site ran on ageing custom JavaScript and looked dated. Important backlinks were broken across the site, hurting search rankings and making visitors wonder whether anyone was maintaining it. Meanwhile the event was growing, with a new merchandise line, event photography and a bigger community of runners. The website was built to post information, not to sell, register or tell a story.
Our approach
We audited before we designed.
We reviewed the existing site, benchmarked competitor and reference events, and agreed with stakeholders on what the new site needed to achieve.
We let the race tell the story.
Bold event photography, strong colour and an energetic layout replaced the static pages. The homepage now feels like race morning.
We built around what visitors came for.
Every section was rebuilt around four journeys: event information, registration, merchandise and race photos. Whatever someone came to do, they can do it quickly.
We fixed what was broken.
Every broken backlink was found and repaired, restoring site health and SEO value.
We set up the store.
We built in support for Passu, the marathon's new Shopify powered merchandise line, so selling runs straight from the main site.
Your event has grown. Has your website?
Book a free strategy call (opens in a new tab)Design and development
The homepage and inner pages were designed in Figma first, so every layout was agreed before a line of code was written.
The build is mobile first and fully responsive, written in clean HTML, CSS and JavaScript. Hover states and smooth scroll transitions give it a premium, athletic feel that suits a national sporting event.
What we delivered
- Custom homepage and inner page designs for About, Event Info, Merchandise and Contact
- Responsive front end build for desktop, tablet and mobile
- Full repair of the broken backlink structure
- Shopify integration groundwork for the Passu merchandise line
- Documentation for CMS and developer handover
The outcome
Karachi Marathon now has a faster, more striking website that matches the size of the event. Registration, merchandise and race media live in one connected experience, and the site works as hard as the runners do.
In the first race season after launch, online registrations rose 35%, the Passu store took its first orders straight from the site, and organic search traffic recovered within eight weeks of the backlink fixes.
Is your website holding your brand back?
We redesign sites that have outgrown themselves, fix what is broken under the hood, and build them to sell. Send us your link and we will tell you exactly what we would change first.
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