What they wanted
The Amateur Swimming Association (ASA) wanted to revamp its Go Swimming website in the summer of 2012 in time for the Olympics. It anticipated a surge in adults wanting to find out how to learn to swim so the content needed to be refreshed and made easier to read.
What we did for them
Reworked all the content in the Go Swimming site, including the Learn to Swim section.
Because the intended audience are adults, it was important to get the tone right and use inclusive, supportive language without being patronising.
The site experienced an increase in visitors both during and after the Olympic Games.