Ok so Wimbledon fever has fizzled and the local tennis courts resume their status as tarmac spaces that seem to always be carpeted in broken glass.

But what can be taken from this year’s instalment of the country’s seasonal sporting darling than just the memory of Nadal pulling out his wedgey?

Well that would be the performance of its website. In light of some industry chat, it does seem it’s not exactly there to impress or excite. Despite the Wimbledon mobile site’s mobile URL being straightforward, it leaves you wondering why there’s no shortcode for those wanting to visit the site after being alerted to its presence on the Wimbledon website.

And whilst the sites features make it easy to use and navigate around, there’s something missing if you are looking for that little bit extra. The content is pretty basic with live scores, schedules and results but nothing too engaging, and nothing unique holding clever mobile user’s attention.

 As well as this, it seems strange that a live sporting event’s website would include an abundance of player information but no video. There is no excuse for this. Embarassingly, unlike The Guardian’s or the BBC’s Wimbledon offerings, there is a complete lack of live text commentary, resulting in an dull and tedious experience.

I guess if you’re looking for the simple things then it hits the spot but that’s as far as it goes. Not sure that a load of text is good enough to cut it though. Some explain this by a misguided placement of budgets not being balanced and all the pennies have gone on smartphone app development, leaving browser versions with a limited experience. This ain’t good enough. If you’re going to develop multi-platform applications, ensure you are maximising the experience for each one.

The goal or should I say match point (lame?) is making the end user happy and stimulated. Engagement is the whole point so why not make this the focus. Businesses often miss this but it should be the main focus in their digital pr strategies. After all, it’s the users that matter isn’t it?