LFC City Explorer

The Liverpool FC City Explorer is a joint venture between Liverpool Football Club and Maghull Coaches. The new bus tour transports thousands of visitors and tourists from Liverpool city centre to the Anfield stadium.

The Objective

Maghull Coaches and Liverpool Football Club asked Activate Digital to create a mobile-ready website to promote the tour and accept online bookings. With the vast majority of people buying their tickets on impulse it was vital that the site performed exceptionally on mobile devices. They also asked us to generate more organic traffic for the tour and, as such, we started work on an SEO (search engine optimisation) campaign.

So we delivered...

Digital Growth Consultancy

Our long-standing work with this client began when Liverpool Football Club formed a partnership with Maghull Coaches to bring about an open-top guided tour of Anfield. We created an entire digital marketing strategy from scratch to promote the tours, boost booking numbers and build an online presence for the client.

LFC City Explorer
LFC City Explorer

A New Online Experience

We built a highly interactive new website with modern design principles, which includes live weather updates and an interactive map to support the booking process, which we built from scratch. We provided content marketing services, such as an in-depth history of Liverpool Football Club and various other blogs and articles to help inform and engage visitors.

LFC City Explorer


It's no surprise that search terms associated with LFC already rank extremely highly, so we support offline advertising and marketing by focusing on increasing online search traffic - we do this locally, nationally and internationally. 

LFC City Explorer

Project Summary

The Activity

  • We identified the target market and mapped out what they would want to know about the tour
  • We built an interactive prototype to refine the user experience and layout of the website
  • We designed and built a website that showcased the tour and its key selling points
  • We started an SEO (search engine optimisation) campaign to attract and convert potential customers

The Results

  • The new website has transformed the online presence of the tour: lfccityexplorer.co.uk
  • Potential customers can now check running times, check the weather and book online
  • The tour has started to rank for priority keywords on search engines
  • We now have the assets we need to conduct a full inbound marketing campaigns

Skills we used

  • SEO
  • Web Development
  • Digital Marketing

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