How to Build a High-Performance Website for a Racing Driver

Creating a professional, high-performance racing driver website requires a structured approach that balances speed, usability, and visual appeal. Here’s a step-by-step breakdown of how we build a streamlined, sponsor-friendly website tailored to a racing driver’s needs.

Step 1: Domain & Hosting Setup

The first step is securing a domain name that aligns with the driver’s brand (e.g., jameskell.com). If the driver already owns a domain, we point the DNS to OTM’s dedicated server.

At On Track Marketing, our hosting package includes:

• Domain registration (unless it’s a premium domain).
• SSL certificates for security.
• Regular security updates and plugin maintenance.
• Plesk access for site management.

Step 2: Legal & Compliance Setup

Before any content is added, we ensure the site is fully compliant with regulations by implementing:

• Cookie Policy & GDPR Compliance: A cookie consent banner and privacy policy to meet legal requirements.
• Google Analytics & Search Console: We set up tracking to monitor site performance. If the driver prefers, they can own their analytics and grant access to OTM.
• Google AdSense Integration (Optional): If the driver wants to monetize their site through ads, we connect it to an AdSense account. Read more on How to Monetize a Racing Driver Website.

Step 3: Website Access & Social Media Integration

• We create a website account for the driver.
• The site is configured for SmashBalloon, allowing direct social media integration (Instagram, Facebook, etc.), ensuring dynamic content updates.

Step 4: Website Template & Branding

A strong brand identity is crucial. We build the website template using:

• Global colours & fonts sourced from client-provided brand assets in the OTM Portal.
• Customised site theme, which includes:
  • Single post template for blogs.
  • Archives page for news and race updates.
  • A universal header and footer across all pages.
  • A 404 error page template.
  • Search results formatting.

Additionally, we create a single-page template and differentiate between:

• Pages: Static content (e.g., About, Contact, Partners).
• Posts: Blog and news updates (dynamic content).

Each page is created in an SEO-optimised way to enhance search visibility (we will cover this in more detail in another blog). This includes strategic keyword placement, meta descriptions, and internal linking to improve ranking and engagement. Read about SEO Best Practices for Motorsport Websites.

Step 5: Navigation Structure

Before content is built, we finalise the navigation settings. A typical structure includes:

• Home
• About
• Gallery
• Partners
• Blog
• Contact

Step 6: Content Implementation

Once the foundation is complete, we begin adding content:

• Homepage: High-impact visuals, driver bio, and sponsor features.
• About Page: Detailed driver history, career highlights, and goals.
• Racing Career Page: Season updates, past achievements, and embedded media.
• Gallery: High-quality images and race videos.
• Blog: Regular race reports, sponsor updates, and behind-the-scenes content.

We advise drivers to blog regularly, covering both their on-track and off-track activities. However, the primary focus should be race reports, ensuring fans and sponsors stay updated. These blogs should then be shared on social media with a concise summary to drive traffic back to the website.

The entire website build process typically takes 14 to 21 days, ensuring all elements are professionally designed, optimised, and tested before going live.

This structured approach ensures the racing driver website is professional, performance-optimised, and ready to attract sponsors and fans alike. With a strong technical setup and engaging content, a racing driver’s website becomes a powerful tool in their career development.