Optimising McLaren Racing's Website Content Strategy

McLaren Racing - Website Content Strategy & Information Architecture

McLaren Racing had thousands of pages on its website. Most of them didn't need to exist.

Not because the content was bad, but because it had accumulated over the years without a strategy to hold it together. And underneath the volume, a bigger problem: the website was telling a Formula 1 story when McLaren Racing is much more than that.

The context had shifted. New audiences were arriving, drawn in by documentaries, by e-gaming, by a growing appetite for motorsport beyond F1. Different racing teams. Different cultures. Different reasons to care. The old structure couldn't hold any of it.

I was the content strategist on the project. I started with the SEO and technical teams, screening the entire site with digital tools, grouping content by relevance and data, identifying what could go and what needed to stay. From there, I worked with the client to eliminate entire categories and define a new structure, one that brought McLaren's other racing teams to the front, giving them visibility equal to their ambition.

We also created a dedicated fans area. A separate space with the architecture to support exclusive, gated, and paid content, built for the audience that was already there and ready for more.

The site was reduced to a fraction of its original volume. Then I built the Information Architecture from scratch and worked alongside UX and development teams to bring it to life.

Sometimes the most strategic thing you can do is decide what no longer belongs and make space for what does.