About the club
Shelly Beach Golf Club is set on a stunning part of the central coast of NSW.
Overlooking the ocean, the club offers a premium 18-hole golf course along with regular tournaments and social competitions. It also provides excellent live entertainment, quality dining and a variety of other popular activities and events.
Shelly Beach Golf Club identified three main problems with their old website that needed to be addressed:
It did not reflect the Club’s current brand and direction, which undermined the effectiveness of social media marketing
The website did not differentiate the Club from its competitors, and it failed to highlight the Club’s value proposition as a unique coastal venue for golfing and social activities
There was insufficient awareness of the Club’s wider products, facilities and events – even among current members
Our kicking approach
To deliver a website that worked, we needed to better understand two things:
We compared the Club’s new website goals with data insights derived from their old website. Using a combination of Google Analytics, Heat Mapping, and User Polls, we uncovered three important data insights.
These were fundamental in shaping the design of the new website.
Our website was dated and didn't tell the current story of Shelly Beach Golf Club well. It was important to create a modern fresh look that better reflected our club. A website that would be easy to navigate and would tell our story both visually and through concise and clear words. We also needed to better promote the club's facilities, events, and regular social & golf activities to members and guests.
— Scott Armstrong, General Manager, Shelly Beach Golf Club
shaped the user
Usage on the move
Over 56% of website visitors were using mobile or tablet devices. This was higher than expected, even among the older club members and visitors.
A mobile-first design
We designed the club’s new website with a "mobile-first" approach. Many websites are designed for desktop users first, with content then repositioned for mobile users.
Designing the new website for “mobile-first”, meant prioritising the most important information. As the user’s screen size increases, we increase the amount of secondary content, taking advantage of the user’s enhanced capacity – in terms of space and time - to engage more fully with the Club’s website.
This results in a better experience for mobile users, with enriched content on desktop devices.
An improved website design across all devices has aligned the Shelly Beach Golf Club on-line brand with their venue. This has given the social media marketing team the confidence to drive traffic to the website.
Unusually high “single-page” website usage
35% of users visited a single page - the Golf Portal. Although this was the website’s second most visited page, it did not display any of the Club’s other offerings. This was a missed opportunity for engaging with a sizeable portion of website visitors about other Club products, activities, and events.
Exploiting the Golf Portal
By embedding the Golf Portal directly onto the website, golf club members no longer have to leave the website to log in.
This now allows the club to utilise the space, and a captive audience, to inform members of other activities, such as dining, upcoming events, and regular entertainment.
Website users visiting the main landing page (golf) are expanding their search to other pages across the website that was not previously happening - this has included events, dining and related golf content.
Users didn't scroll
Our analysis of how visitors behaved on the homepage revealed that only 18% of users reached important information about the Golf Club, promotions and activities. The content that the Club wanted to promote - dining, events, membership, and activities - was effectively invisible to the majority of website visitors.
Priorising important information
The page seen by website visitors before they need to scroll down is called “above the fold”.
Our focus was to communicate as much important information as possible in this space. As a result, ALL website visitors can now see the most important information that the Club wants to share, without users having to scroll.
We also made the homepage shorter and clutter-free. The page's single-mindedness improves the overall experience for users and acts as an inviting gateway to individual content pages.
More immediately accessible content on both desktop and mobile devices has contributed to greater engagement, improved useability and action.
Let's talk about
a high converting
Would you like similar results from your website?
There’s a great deal to building a winning website and not everyone does it all. Whether you’re starting fresh or building on your current success, put yourself in expert hands.
We'd love to chat with you about your project.