Complex programming. Multiple audiences. One page.
Manhattan Community Squash Center's Nicol Squash Academy had a layered junior programming structure: tiers, tracks, member pricing, a tournament calendar, private lessons, and a coaching roster. The information was real and valuable. The challenge was making it readable.
Manhattan Community Squash Center's Nicol Squash Academy offered a layered junior programming structure: multiple player tiers, weekday and weekend tracks, per-session pricing for members and non-members, a tournament coaching calendar, private lesson options, and a lineup of elite coaches.
The audience wasn't just one person. It was parents trying to figure out if their 10-year-old belonged in Rising Stars or Tournament Players, and serious competitive players checking tournament prep schedules. Building for both meant architecture that could serve both, without requiring either one to wade through the other's information first.
Custom WordPress theme built to match Manhattan Squash's brand, not adapted from a template. Page structure uses native custom page templates with structured HTML/CSS tables for the scheduling sections. The tournament calendar is a visual layout system with color-coded tier indicators, editable by non-technical staff through the WordPress admin. Responsive at all breakpoints, with schedule tables collapsing cleanly on mobile.
Let tiers do the wayfinding. Three distinct player tiers, Rising Stars, Tournament Players, and Performance Players, each with their own schedule block, age range, minimum requirements, and pricing. Bold tier headers let scanners self-sort in seconds, then progressively detailed content within each block. The hierarchy does the work so the visitor doesn't have to.
Pricing inline, not separate. Session pricing sits alongside each program tier rather than in a separate table, removing the cognitive load of matching a tier to a price. Member and non-member rates are shown together, making the value of membership immediately visible. Every time a visitor has to hunt for a number, they lose momentum. Adjacent pricing keeps them in the decision.
Trust before booking. A dedicated section featuring Peter Nicol MSC and the full Nicol Squash Academy coaching staff, with photos, credentials, and individual bios, positioned to build credibility before a parent makes a booking decision. High-demand sessions are surfaced with a sold-out badge at the top of the page, creating social proof and urgency for open sessions without cluttering the schedule. Both moves serve the same goal: reduce hesitation at the moment of commitment.