A website that runs the whole academy.
Milligan and McCann have coached children's football on the Fylde coast since 2005: holiday camps, after-school clubs and a weekly academy. Bookings ran on phone calls, texts and paper registers. I built them a site parents can book on, and a back office that runs the day.
What I built for Milligan and McCann: a fast public website, parent accounts with child profiles, online booking for camps, clubs and the academy, live registers with allergy and medical flags, an iPad sign-in kiosk and an admin Mandy runs herself.
The brief
Jamie Milligan started the business in 2005 and still coaches every day. Mandy runs the office. Between them they run holiday camps at two venues, after-school clubs at local primary schools and a weekly academy on the floodlit astro at Fylde Rugby Club.
Every one of those was booked a different way, and every one of them had a register on paper. Prices change from term to term. Parents wanted to book online, and Mandy wanted to stop chasing.
What I built
The public site does the selling: camps with live availability, clubs by school, the academy, the venues and the coaches. Behind it sits the part that actually changes the working week.
- Parent accounts with child profiles, including allergies, medical notes, photo consent and emergency contacts
- Online booking for camp days and weeks, club blocks and academy groups, with sibling discounts applied automatically
- Capacity caps that show “places left”, and a waiting list that offers a freed place to the next family automatically
- A live register with allergy and medical flags, and an iPad kiosk for signing children in and out
- A self-service admin: Mandy adds camps, club blocks and academy groups, and changes prices and times herself
- Booking confirmations and cancellation emails, plus news posts Mandy can publish from her phone
Real children, real photos
Every usable photo on the site has real, identifiable children in it. Parental consent covers photographs, not AI-generated versions of a child's face, so nothing was regenerated. The photos were graded and cropped properly instead. It is slower, and it is the right call.
Fixing how Google saw the site
After launch, Google was indexing two copies of the site, with and without the www. The tags on the site said one thing and the hosting said the other. I lined every signal up on the www address in September, and within a month the duplicate had dropped to a trickle.
The result
In the 28 days to 2 October 2026 the site took 100 clicks from Google, against 25 the month before. Impressions went from 221 to 779, and nearly 13 percent of people who saw it clicked through. Parents are finding the academy without knowing its name, through searches like “football clubs near me for kids”, “football academy near me” and “football for 5 year olds near me”.
And Mandy runs the bookings from one screen instead of four notebooks.
Services used:
Other sites I've built
Running bookings on paper?
If your week runs on texts, spreadsheets and registers, it doesn't have to. Let's talk about it.