Golf Marketing- The Website
Before you begin this blog which details what content golf courses should have on their websites, read our last blog which discussed the performance of golf course websites in Arizona.
When consumers begin to search for a new business to patronize, they learn more about the business before trying it out. New golfers will commonly ask their friends their opinions on a golf course and go to the internet to find out more information. Imagine a prospective golfer coming to your website; are they impressed enough to spend $75 on a tee time? In a time where there are not unlimited golfers, it's important that every golfer who comes into your online clubhouse (the website) agrees that your club is a good fit for their needs.
Extending the Golf Course Brand:
The golf course website is the extension of the golf shop. The purpose of the website is to give information on the golf course, the staff, and add value to visitors. Here are some important factors to include on your golf course website.
1. Course Overview
The golf course overview page should have plenty of information about the course itself. Include historical material about the formation of the golf club and the history of each course. Use images naturally throughout the copy. If your golf course has more than one course, have separate pages for each golf course with the main page being the information on the club's founding. If you decide to have a hole-by-hole overview, make sure it is easy to navigate and quick to load. It's wise that the format of the outline is a carousel/slider bar and is not just paragraphs of information carried down the page.
2. Staff Information
Contact info makes the golf course more friendly and accessible. All staff should have a headshot with similar backgrounds in the photo accompanied with a short biography. Make sure to have their work associated email available instead of an email form submission. Include staff's direct extension lines when applicable and any recent awards.
3. Quality Images
Professional images are integral to the quality of the website. High-quality images that are edited and color balanced help capture the professionalism of the site. Use images naturally throughout the website, in particular with the course description. The header of the website could have rotating pictures of the golf course, club house, and amenities. For each different web page, have a new image in the header which corresponds to the information on the web page. Any casual or quirky photos should be reserved for Instagram and Facebook.
4. Instruction Page
If your golf course has a teaching professional at the golf course, it is important to have their information readily available on your website. Include a biography, customer testimonials, and contact details. A good idea is to have a section on the instruction page where there are tips on how to play the course. Make sure to have rates easy to find.
5. Upcoming Events/Specials
Your golf course website has an "upcoming events" or "specials" page, and it needs to be up-to-date. It devalues the golf course when its specials are 2016 summer rates, and someone is visiting your website in spring 2017.
The website of the golf course is the online extension of the clubhouse. Maintaining the professionalism and information validates for visitors that this course is in the running for becoming their new favorite course.