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Angel City FC

From outdated layouts to a bold, fan-first platform—delivering a HubSpot-powered website that fuels engagement and growth.

Angel City FC

Angel City FC Website Revamp & Digital Fan Experience

About the Client

The Challenge

Our Approach

The Results

Impact

About the Client

Angel City Football Club (ACFC) is a professional women’s soccer team based in Los Angeles, competing in the National Women’s Soccer League. Beyond the game, Angel City FC represents a cultural movement — championing equity, inclusion, and community impact. Their digital presence serves as the primary gateway for fans, sponsors, and the broader community to connect with matches, memberships, merchandise, and social initiatives.

Solution

Website revamp with modern UI, streamlined content hierarchy, and engagement-focused funnels for tickets, memberships, and community stories

Industry

Sports | Entertainment | Community Impact

Timeline

May–October 2024

HubSpot Products

CMS Hub | Marketing Hub | Automation | Analytics

The Challenge

Cluttered Content Hierarchy
  • Key content such as tickets, matches, and news buried deep in the site
  • Navigation required multiple clicks to reach priority actions

Outdated Visual Design
  • Dated layout and inconsistent typography
  • UI failed to reflect ACFC’s bold, modern, and energetic brand identity
Limited Fan Engagement
  • Community stories, partnerships, and impact programs underrepresented
  • CTAs for memberships, events, and tickets lacked visibility

Mobile Experience Gaps
  • Not fully optimized for mobile browsing
  • Cramped layouts and long scrolling caused friction
Angel City FC
Angel City FC

Our Approach

hermitcrabs partnered with Angel City FC to design and develop a HubSpot-powered website that aligned with the club’s mission and growth goals.


Our process:

Research & Discovery
Research & Discovery
Style & Visual Direction
Style & Visual Direction
Homepage Redesign
Homepage Redesign
Content-Rich Inner Pages
Content-Rich Inner Pages
Iteration & Feedback
Iteration & Feedback
Development Handoff
Development Handoff
QA & Testing
QA & Testing
Launch
Launch

Our Approach

hermitcrabs partnered with Angel City FC to design and develop a HubSpot-powered website that aligned with the club’s mission and growth goals.


Our process:

Research & Discovery

  • Conducted analytics review, stakeholder interviews, and competitive benchmarking
  • Defined success metrics: stronger ticketing funnel, improved engagement, and better storytelling

Style & Visual Direction

  • Crafted modern grids, bold typography, and team-color-driven visuals
  • Built a scalable design system with reusable components

Homepage Redesign

  • Clear CTAs for Buy Tickets, Join Membership, Shop placed upfront
  • High-impact hero visuals and fast access to schedules and news

Content-Rich Inner Pages

  • Team, Community, Partners, and News pages structured for quick scanning
  • Balanced storytelling with functionality, highlighting both matches and mission

Iteration & Feedback

  • Design prototypes refined through stakeholder feedback
  • Adjusted navigation flows and CTA hierarchy

Development Handoff

  • Delivered pixel-perfect files with documentation for developers
  • Ensured responsive consistency across all modules

QA & Testing

  • Cross-browser and device testing completed
  • Usability tests confirmed accessibility and smooth user journeys

Launch

  • Coordinated rollout with zero downtime
  • Monitored post-launch analytics to track engagement improvements

Research & Discovery

  • Conducted analytics review, stakeholder interviews, and competitive benchmarking
  • Defined success metrics: stronger ticketing funnel, improved engagement, and better storytelling
Research & Discovery

Style & Visual Direction

  • Crafted modern grids, bold typography, and team-color-driven visuals
  • Built a scalable design system with reusable components
Style & Visual Direction

Homepage Redesign

  • Clear CTAs for Buy Tickets, Join Membership, Shop placed upfront
  • High-impact hero visuals and fast access to schedules and news
Homepage Redesign

Content-Rich Inner Pages

  • Team, Community, Partners, and News pages structured for quick scanning
  • Balanced storytelling with functionality, highlighting both matches and mission
Content-Rich Inner Pages

Iteration & Feedback

  • Design prototypes refined through stakeholder feedback
  • Adjusted navigation flows and CTA hierarchy
Iteration & Feedback

Development Handoff

  • Delivered pixel-perfect files with documentation for developers
  • Ensured responsive consistency across all modules
Development Handoff

QA & Testing

  • Cross-browser and device testing completed
  • Usability tests confirmed accessibility and smooth user journeys
QA & Testing

Launch

  • Coordinated rollout with zero downtime
  • Monitored post-launch analytics to track engagement improvements
Launch

The Results

We worked closely with Angel City FC’s brand manager to translate their new identity into a high-performance digital system, using HubSpot’s CMS at the core.

Angel City FC’s new website launched with:

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Stronger Brand Presence: Digital experience now reflects ACFC’s modern, inclusive, and bold identity

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Higher Fan Engagement: Ticketing, memberships, and community initiatives surfaced upfront

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Improved Usability: Streamlined navigation reduced friction for first-time visitors
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Scalable Foundation: Design system supports future events, content, and campaigns

Impact

The Angel City FC website became more than just a digital platform — it became the foundation of their fan engagement strategy.

Today, Angel City FC’s website is featured on HubSpot’s global homepage as a success story — a testament to how hermitcrabs helped build a scalable, data-driven fan experience powered by HubSpot CMS.

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300%+ fan database growth in just 2 years

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~350 new fan signups per week

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6–7 minutes average content engagement time

Built by hermitcrabs

We help ambitious organizations like Angel City FC deliver enterprise-ready digital ecosystems on HubSpot — combining design excellence, scalability, and measurable growth.

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