A first-pass review of the public site, Instagram, and the training video library — the gaps between real proof and a predictable booking pipeline. Each finding names what we see, what it costs, and the fix already scoped in this package. Findings 01, 02, and 04 are directly confirmed from the site and Instagram; 03, 05, and 06 are reasoned from what's externally visible — worth confirming together.
Ordered by impact. Each maps to a scored item in the Production Backlog (ID in brackets).
The site's only conversion options are a generic "Send Message" form and a mailto link. No programs page, no pricing, no self-serve way to book a session.
Every single inquiry depends on Coach Ray seeing a message and personally replying — while he's coaching, running camps, or offline. Interested parents wait, and some don't wait long enough.
The homepage has a dedicated "Reviews" section with nothing in it. Meanwhile, Instagram already shows a real 5.0★ rating from 53 families, posted as a Google-reviews graphic — proof that exists but isn't doing any selling on the site.
A parent evaluating Soro Futbol Academy against other local options sees an empty trust section at the exact moment they're deciding. The proof is real; it's just in the wrong place.
There's no way to capture a parent's contact info unless they're already ready to fully inquire. Nothing exists for the much larger group who's interested but not ready to commit yet.
Most first-time visitors and followers aren't ready to book on day one. Without a lower-commitment capture point, that entire group leaves no trace — and can't be followed up with later.
An active Instagram (@sorofutbol), a Facebook page, and real training video and photos exist and are genuinely good — but there's no consistent, pillar-mapped posting rhythm turning that library into ongoing reach.
Content that isn't posted on a system doesn't compound — each post is a one-off instead of building toward a recognizable, trusted feed that keeps earning attention between bookings.
Every Soro kid wears the same recognizable neon jersey, and by Michael's own account, "everyone at North County Soccer Park knows if you're a Soro's kid." None of that local identity or belonging shows up on the website or in the content we could find.
This is a genuinely differentiated, hard-to-copy asset — a real community identity — sitting completely unused as marketing. Competitors can copy a training philosophy; they can't copy an earned local reputation.
A meaningful share of the audience is likely club-track families — either preparing for tryouts or looking to supplement an existing club athlete's training — but there's no content or seasonal page addressing either need directly.
Tryout season is a predictable, recurring demand spike. Without content and a landing page timed to it, that seasonal window passes without a coordinated push to fill it.
Findings 01, 02, and 04 are evident directly from the public site and Instagram; 03, 05, and 06 are reasoned from what's externally visible and worth confirming together in discovery.
None of these are about working harder or posting more — they're about installing the hub-and-spoke system that catches the attention Soro Futbol Academy already earns and turns it into a booked session. Every gap above is already scoped as a deliverable in this package.
See the plan → the Blueprint