Carter Motorsport
Contemporary Design
Fully Responsive
WordPress CMS Allowing Client Updates
- 6th June
- 3 minute read
Celebrating the Past, Championing the Future
Carter Motorsport represents two generations of motorsport passion — the achievements of Andy Carter and the emerging ambitions of his son, Albert. Andy, a four-time FIA European Top Fuel Dragster Champion, retired from racing in 2011, and his long-standing website had since become a digital archive of his career highlights. It also charted the early motorsport journey of Albert Carter, before he temporarily stepped away from racing to pursue other interests, including flying and the pursuit of his pilots license.
With Albert recently returning to the track and rejoining the motorsport scene, the time was right for a full digital refresh. With a newly acquired ‘Outlaw Anglia’ Drag Car and Albert slowly building his return season, Carter Motorsport needed a site that would support this new chapter — one that could celebrate the past while powering their digital future.
Tide was brought in to redesign and rebuild the Carter Motorsport site with a fresh, modern look while retaining the historical content. The new site is a bespoke WordPress build, giving the team full CMS control and, crucially, an easy-to-use blog system. This means that updates — whether from the track, the workshop, can be added by Andy and Albert themselves as the season progresses.
A dedicated gallery section has been built to include key images from both Andy’s championship-winning days and Albert’s return to racing. A custom-built carousel in the site footer also allows sponsors, both past and present, to be featured prominently — acknowledging their role in their support of Carter Motorsport.
The new site presents a clean, dynamic structure designed to grow with the continuing Carter Motorsport journey. Whether it's announcing new races, sharing behind-the-scenes insights, or welcoming new sponsors, the platform is designed for longevity and storytelling.
For Carter Motorsport, this site isn't just a digital facelift — it’s a statement of intent. A way to bridge a celebrated past with an exciting future, and to bring fans, partners, and the motorsport community along for the ride.
Approach
1
Understanding the Clients Needs
Through early client meetings, we were able to quickly ascertain the needs of Carter Motorsport - to create a simple site that allowed for regular and easy updating of their racing news.
2
Careful Planning
Even for a relatively small site, thorough planning is essential for a successful build. With content being migrated from the original site, we took the time to map out the process in detail before execution to ensure a smooth transition.
3
Choosing the Right Tech
A priority for the new site was giving Carter Motorsport the ability to easily update content, particularly via a blog section. A WordPress build was the clear choice to deliver this functionality well.
4
Database Integration
A key priority for this build was preserving all historical articles while ensuring new updates could be added easily. An exact copy of the existing database was essential to achieve this.
5
Data Migration and Link Audit
Before launch, we collaborated with Carter Motorsport for thorough testing and provided training on the new CMS, ensuring they could confidently manage all future updates in-house.
6
Testing & Optimisation
Before launch, we worked closely with the client to conduct thorough testing, ensuring the site was fully optimised for all platforms and performed well under performance checks.
Challenges
A Speedy Transition
With the existing hosting platform scheduled for imminent shutdown, time was critical. We worked quickly to transfer all content, ensuring a smooth and timely migration.
Hosting Solution
We provided full hosting for the Carter Motorsport website, delivering a WordPress-optimised solution tailored to their specific needs.
Minimal Downtime
The biggest challenge for the new site was ensuring nothing was lost - from existing links and written content to the entire image library.
"Carter Motorsport have worked with Tide Marketing for many years. Dan previously led our marketing and PR for the FIA European Top Fuel Dragster team, and we’ve always valued the quality of their work. When it was time to refresh our website, Tide was the obvious choice and, as always, they delivered exactly what we needed."
Andy Carter
Team Owner, Carter Motorsport