Improving UX with a Targeted CMS Solution & Site Refresh

The New England Sports Network is a leading regional sports news network known for their broadcasts of the Boston Red Sox and the Boston Bruins.

Recently NESN was faced with a number of challenges with their legacy content management system, including uptime issues, lack of flexibility, and a poor editorial experience. Oomph worked with NESN to rebuild the site from the ground up.

As with any content management system replatform, search engine optimization was a top priority throughout the engagement. Goals were set to avoid radical changes to markup whenever possible, focused extensively on reducing load times, and executed on a URL redirection strategy to ensure over 50,000 legacy links remained functional. With mobile traffic soaring, a mobile-optimized experience was also key to keeping users engaged.

Half of the frame shows an unseen person seated at a table or desk holding a mobile phone displaying the NESN homepage. The other half of the frame shows an interior view of the NESN broadcast studios.


For the New England Sports Network, the engagement generated some serious results, significantly boosting the media company’s digital engagement with fans.

  • Uniques +59%
  • Views +79%
  • Mobile visits +67%, accounting for nearly 50% of all traffic
  • Tablet visits +161%
  • Search visits +50%
  • Social visits +176%

“Oomph’s team allowed NESN to complete our CMS move in the most seamless migration project I’ve ever been a part of.”

Mike Hall

VP Digital, NESN