Golf Club Websites - Using Words Wisely
Golf, as an industry, has faced some substantial challenges over the years with a decrease in participation and an increase in venues and many golf clubs have to work exceptionally hard to achieve a sustainable business position. The great news is that the tide certainly does seem to be turning and there are now plenty of experts, associations and governing bodies who are really helping to shed light on golf as the great family pursuit that it is, steering deftly away from the elitist reputation the sport appears to have adopted over the years.
There are hundreds of golf clubs, courses and facilities in the U.K. ranging from municipal (or council-owned) to member-owned and of course the privately-owned commercial operations. For those new to golf it is quite hard to understand the differences and what those variations may mean. For most golf clubs it is essential to take a proactive approach to not only membership retention but marketing for new members and visitors so the website has become an integral part of a golf club's marketing toolbox. When building or updating your golf club website there are many things to consider, below are some of the points that play a key part in building an engaging and useful website:
Know your audience - Most golf clubs have a core membership base whilst also opening their doors to visitors. When designing or updating your website it is important that the information you provide caters for both groups. Members will have a different need for information than an occasional customer and will have much more background knowledge of the club than someone who is visiting for the first time or hasn't played your course in a year or more.
Keep all information up to date - out of date course news, green fee prices, last year's social events or expired sales promotions are both frustrating for customers and the staff team. Prevent disappointing a customer unnecessarily by regularly reviewing all information on your website, whether it be course condition, club professional's lessons or bar and lounge opening times.
Research SEO and how it can help your club - Search Engine Optimisation and keyword-rich content is vital in getting your website seen. Support and enhance your marketing efforts by finding out as much you can and explore the various tools available to help get your site to the top of the search engine ranking pages. You may not have an endless budget but consider the value it could bring to your club. Alternatively, there are plenty of training courses available and articles and blogs all over the web about SEO and the importance of keywords, providing plenty of tips and tricks.
Access Training Resources - England Golf have invested heavily in supporting the golf industry and their website has a wealth of information on marketing and business support for golf clubs. There are many articles on best practices for websites, workshops for marketing and how to increase revenue (among many others) and a GolfMark accreditation programme, all of which can help golf clubs navigate the current challenging waters.
Above all, keep it simple - with such rich history, beautiful settings and so much on offer, there is much to say about the experience of joining as a member or welcoming visitors to your golf club. It is important to get the balance right. Lives are busier and access to information is endless so attention spans are shorter. Use visuals, bullet points and filter information that could be shared in other ways, for example in a members handbook, newsletter, blog post or a welcome evening. Most importantly, take a moment to put yourself in your customers shoes, think about what attracts a golfer to a particular golf course or club, be it as a member or a visitor, and then use your words wisely.