Case Study: Viking Cricket – Getting Back to the Crease

The Challenge

Viking Cricket is a small independent cricket retailer based in Silsden, Yorkshire. Like many specialist sports shops, it competes against much larger brands such as Gunn & Moore and Gray-Nicolls — companies with deep pockets and highly polished online stores.

The original Viking Cricket website had been self-built by the owner, Jeff. While it worked initially, the site had gradually become difficult to manage, confusing to navigate, and lacked the polish and trust signals modern shoppers expect.

At the same time, Jeff had been dealing with serious ill health, which had taken a heavy toll on both him and the business. Time, energy, and budget were all limited. What Viking Cricket needed wasn’t a flashy rebuild — it needed a practical, affordable website that could help the business get back to the crease and scoring again.

The Approach

The rebuild focused on clarity, trust, and simplicity — much like a steady opening partnership designed to stabilise the innings.

The site was rebuilt using WordPress and Elementor, creating a flexible structure that Jeff could update himself without needing ongoing technical support.

Key priorities included:

• Clean navigation so customers could quickly find bats, pads, gloves, and equipment without digging through unnecessary pages
• Clear product presentation that made browsing feel more like walking into a well-organised sports shop rather than rummaging through a cluttered kit bag
• Social proof to build trust with buyers comparing Viking Cricket to larger national retailers
• Mobile-friendly design so players could browse and buy kit easily from their phones
• A scalable structure that would allow the business to expand into new sports in the future

The goal wasn’t to outspend bigger competitors online — it was to play smarter cricket. Clean design, clear messaging, and credibility can often beat flashy marketing when customers just want reliable kit from someone who genuinely knows the game.

The Result

The impact was immediate.

On the day the new site launched, Viking Cricket recorded three online sales.

For a small independent retailer rebuilding momentum after a difficult period, those first orders felt like finding the boundary early in an innings — proof that the new setup was working and customers could now find what they needed without friction.

Beyond the initial sales, the new website has given Jeff something just as important: confidence in the platform. Products are easier to add, updates are simpler, and the store now presents itself with the credibility needed to stand alongside much larger cricket brands.

Looking Ahead

This rebuild is only the first innings.

With the foundations now in place, Jeff is preparing to expand the Viking brand beyond cricket and into hockey equipment, opening up a new market and creating new growth opportunities for the business.

Thanks to the flexible Elementor build, new product categories, landing pages, and content can be added quickly — allowing the site to grow as the brand evolves.

For Viking Cricket, the relaunch wasn’t just a website update. It was the moment the business stepped back onto the pitch, ready to compete again — proving that even when facing bigger hitters, the underdog can still put runs on the board.