Web Site Strategies for Today’s Market
Most golf courses are not leveraging today’s internet technology to the maximum degree. It is reminiscent of when the television was introduced. Before then, everyone gathered around the radio to receive news and entertainment. Then technology was changed forever and everyone huddled around the television watching a person talking.
Fast forward 50 years and we have the internet. When people began building web sites, they would take their corporate brochure and slap it online. That was the beginning, but now we need to evolve past this stage and take advantage of everything the internet has to offer, which is practically endless.
Each course needs to evaluate the current state of their site and make sure it incorporates at least the following areas:
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- Direct Tee Time Booking Engine
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It is critical that you provide the ability for your visitor to search and book a tee time. This should be prominent using premium real estate on your home page. In addition, it should be available on every page of your site. |
- Database / Email Signup Promotion
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Customer retention is simpler than customer acquisition. The key is to segment them properly into a database. After they are segmented into a database you can send each customer promotions or relevant information that will keep them coming back. |
- Shopping Cart
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In this day and age it is silly not to offer products for sale on your web site, especially gift cards. Come holiday season you will see incremental revenue that will more than pay for the technology. |
- Event Page
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If your facility depends on banquets and tournaments it is important to have a section of your site that is dedicated to events. Another thing that you should include on this page is a simple contact form and phone number to ensure that it is easy for the prospect to contact you. |
- Contact / Directions / Map
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There are two main things that you should include on every page of your site – your booking link and phone number. Make sure that you have an accurate map and simple directions coming from each possible direction. Check to make sure that Map Quest is accurate and if not, let the golfers know not to use it. Then, contact Map Quest to ensure that they have the correct information. |
- EWall of Fame
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Each time someone gets a hole in one, add their name and/or picture to your wall of fame. Same goes for your facility event winners. This will drive more people to your web site, because who wouldn’t want to see their name or picture on your wall?
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The other content on your site can be more fluff about your course and facility. It is nice to include a signature hole photo on the home page to get prospects excited about coming to your course.
These tips will help you take the steps needed to attract, convert and retain customers looking for golf on the web. |