Racing Driver Website: What to Put on It and How to Build One

Racing Driver Website: What to Put on It and How to Build One

Max Poole's website, built by Blue Penguin Digital, a studio in Wakefield that also appears on the site as his Podium Partner, opens with a line that reads "Pontefract • Age 15 • Club100 and Midland Karting," then a headline in capitals, "THANK YOU FOR HELPING ME RACE." Under it he introduces himself: "I'm Max. I'm 15, I race because adrenaline keeps me calm & focused." (max-poole-karting.co.uk)

Scroll down and the page gets specific. His recent results carry dates: P3 at the Midland Karting Winter Junior Champs in January 2026, P2 in the Northern B Final of GYG Club100 Round 2, a fastest lap at Warden Law in October 2025. Next to those sits a less flattering number, 15th of 20 overall in the NWKC table. Below that is a funding table. Club100 season entry, £2,200, 35% funded. A travel fund for the 2,000-plus miles from Pontefract to UK tracks, marked as needing support. On the Pit Wall, the sponsor section, Blue Penguin sits in the Podium Partner spot and the next two slots read "Your Name Here." Higher up the page, a block headed "Rent This Space" offers a business "Your logo and a direct link to your website, seen by everyone who follows Max's racing journey," at an introductory rate for the rest of the season.

The back story comes from the studio's case study, which says Max had "No online presence beyond a GoFundMe link." His results were spread across championship websites, and supporters could not see what their money paid for. (Blue Penguin Digital)

You do not need a hand-coded site to copy what works on Max's. A racing driver website has to let a stranger on a phone work out what you race and how this season is going, then see what they could buy and who to ask. A free builder can carry that. Paying gets you a custom design, your own domain, or someone else doing the updates.

The driver example here is a UK karter, and the prices come from the builders' own pages in the UK and the US.

The first screen

Max's top line is three facts and a dot between each. Town, age, series. A sponsor who lands there from a search can tell straight away that this is a junior karter in West Yorkshire, and whether that fits the customers they want to reach.

Write yours the same way: where you race from, what you race and in which series or class, and your age if you are a junior. Car or kart number if people know you by it. Leave the career story for further down. The bio can run longer, but the first screen is for someone deciding whether to keep reading.

Results with dates, including the ordinary ones

A results list without dates looks abandoned the moment the season moves on. Max's three highlights each name the event and the month, which tells a visitor the page was touched this year.

The 15th of 20 is the more useful choice. Anyone who checks the championship site will find the standings anyway. Putting the table position on your own page, next to the podium, shows a visitor the whole season and lets the podium count for what it is. We would rather see an honest mid-table line than a page of selected wins with no year on any of them.

Keep the list short. Three or four recent results and the current standing, then a link to the series' own results page for anyone who wants every round.

Prices on the page

A sponsor grid shows who has already said yes. Max's support page also shows what saying yes costs. It splits the season into safety kit, season costs, and learning and travel, and prices the lines: a full safety kit bundle at £432.62, a helmet at £245.00, the full Junior Northern Championships entry at £2,200.00, and a single race entry at £295.00, listed as "Individual round sponsorship." (Support page) His own explanation is on the home page: "If people support me, they should be able to see what that support actually helps pay for."

A £295 round is a small, specific thing for a local business to say yes to. That is the case for putting a priced item on your site, even if the full proposal stays in a PDF you send to warm leads. Pick one or two units you would sell, say a single round or a season of nose-cone placement, and say what the partner gets with it: the logo, a link, a mention in your race reports, photos they can use.

The empty slots are worth a word. Max's Pit Wall has two "Your Name Here" spaces next to one real partner. Labeled as an offer, with a contact underneath, an empty slot is an invitation. A sponsor grid padded with businesses whose deals have ended does more harm, because the next partner can see how the last ones were treated. Take a logo down when the deal ends.

Photos and the press

Alexandra Schieren, founder and owner of AS Sports Communication, has worked in international motorsport communications for more than two decades. In an October 2020 post on driver communication she called "A personal website up-to-date and filled with relevant and interesting content" a good way to start, adding, "Plus, it is open 24/7." She did not promise the site would bring reporters in. "Having a good online presence means that a journalist might come across you while looking for a good story and contacts you. But more often than not, that doesn’t happen." (Alexandra Schieren)

Her advice is to build relationships with journalists yourself, and the site is what they can check once you have. Jess Shanahan's Racing Mentor guide to press releases says to "include a simple line that offers rights-free images," to make photographer credits clear in the email and the file name, and that "a link is always preferable to attaching several large files to an email." (Racing Mentor) A photos page on your site can be that link. Put a handful of high-resolution images on it with the photographer's name on each, and say which ones media and partners may use.

Contact, and who answers it for a junior

Max's footer carries an email address and links to Facebook, Instagram, YouTube and TikTok. Whatever you list, make sure it works from a phone and that someone checks it.

For a junior driver, say who handles the deals. DriverBio, a karting profile platform in early access, puts it this way in its sponsorship-deck guide: "If you are a junior driver, be clear about who manages commercial contact and approvals. Parents or guardians may need to be involved in agreements, travel, content and brand activity." (DriverBio) A line on the contact page naming the parent or guardian who handles partnerships saves a business owner from wondering whether they are negotiating with a minor.

Leave off anything you will not keep current. A news tab with one old post, a schedule with no races still to come, or a merch page with nothing in stock tells a visitor the program has stopped.

What it costs to build

A custom build sits at the top. P1 Web Development, run by Kelly Pfleiger, says most of its starter racing sites are $995, with hosting and updates at $50 a month, built in WordPress with Elementor Pro and usually done in two to three weeks depending on what the driver needs and how quickly they supply content. Its pitch is "This isn’t a Wix site with just a checkered flag slapped on." (P1 Web Development) Blue Penguin Digital built Max's six-page site as static HTML and CSS; its case study does not give a price.

Motorsport template builders are cheaper and faster. Lapsite, a UK company, has a free plan with its Links and GRID templates on a username.lapsite.app address. Its single-page templates start on Pro at a founding-member rate of £9 a month, and your own domain starts on Max, also at a founding rate, of £19 a month, according to its pricing page. Cloak, made by the same team as the race-suit maker Custom Racewear, lets you build for free and charges when the site goes live. Its Standard plan is £11.99 a month and lets you connect your own domain, and it will build the site for you for a one-off £99 on top (Custom Racewear).

A driver profile platform hands you the layout instead of a blank page. On RacrHub's free plan, the profile lives at racrhub.com/ followed by your username, and includes up to five partners, basic templates, a contact form and a view of who visited in the last seven days. Profiles list sponsors by tier with logos, links and deliverables, and the schedule holds results and standings. Starter is $5 a month and Pro is $9 a month, and a custom domain is part of Elite at $29 a month, per the pricing page. If a domain in your own name matters to you this season, that is the line to read before you choose any of these.

Whichever you pick, the test is whether you can change a result from your phone after the race. A builder you cannot update yourself needs someone else on the payroll who will.

Before you pick a builder

Write the page first, in a notes app. One line with your town, your series and your age if you are a junior. Your last three results with event names and months, and your current standing. The names of the partners you have now. One priced thing a new partner could buy, and what they get for it. An email that someone answers. Then open the free plan on two of the builders above, paste the same text into both, and keep the one you would be willing to open again after your next race.

FAQ

What should a racing driver website include?

A first line with where you race from, what you race and in which series, then dated recent results and your current standing, your current partners with links, at least one priced sponsorship option, a photos page with credits, and a contact that works from a phone. For juniors, name the parent or guardian who handles commercial contact.

Is there a free racing driver website builder?

Yes. Lapsite's free plan covers its Links and GRID templates on a lapsite.app address. RacrHub's free plan gives you a profile at a racrhub.com address with up to five partners, basic templates and a contact form. Cloak lets you build free but charges from £11.99 a month to put the site live. On Lapsite and RacrHub, your own domain needs a paid plan.

How much does a custom racing website cost?

P1 Web Development lists most starter racing sites at $995, plus $50 a month for hosting and updates, with a typical build of two to three weeks. Whoever you hire, ask whether updates are included, because the schedule and results need changing after every event.

Should I put sponsorship prices on my website?

One or two prices on the page give a small local business something specific to say yes to. Max Poole, a 15-year-old Club100 karter, lists a single race entry at £295 as individual round sponsorship. Keep the full proposal, with audience numbers and bigger packages, for the deck you send after someone gets in touch.

What should a junior karter's website say about contact?

Who handles sponsorship conversations. DriverBio's karting guide tells junior drivers to be clear about who manages commercial contact and approvals, and notes that parents or guardians may need to be involved in agreements. Publish only the contact details the family is comfortable leaving up.