Maggie Heil
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In today’s digital age, private clubs are beginning to understand the value of having a solid online presence. Gone are the days when a simple splash page with a log-in to the member site or a laundry list of amenities is enough to tell your story. Now, more than ever, it’s crucial for private clubs to have a website that showcases what prospective members truly care about.
Even if your club isn’t looking to grow its waiting list, having a great website is important for maintaining and enhancing your club's image. As you begin your redesign journey, there are five critical mistakes you need to consider before launching.
Not Doing SEO Research
According to Hubspot, Search Engine Optimization, or SEO, refers to techniques that help your
website rank higher in organic (or “natural”) search results. This means that when a prospective member is searching for “private clubs near me”, your website should ideally appear at the top of the results.
When starting a website redesign, developers unfamiliar with SEO might overlook this crucial step. By neglecting SEO, you miss the greatest opportunity to get your new site seen by those who matter most. Proper SEO research includes conducting keyword research as well as a content audit, which involves collecting and analyzing all the blogs, assets, and content on your website. This process helps you understand how well your site is currently performing and identifies areas for improvement.
Selecting The Wrong Website Platform
Countless platforms can help you create your new site, but not all are intuitive, user-friendly, or appropriate for SEO. Selecting the wrong platform can lead to frustration, inefficiencies, and a website that doesn’t perform well in search engine rankings. For instance, some platforms may have clunky interfaces that make updating content a complicated process, or they might lack the necessary tools for effective SEO management. You want a platform that your in-house marketing manager can easily use to update upcoming events.
The right platform will allow you to manage your members, edit your website, analyze traffic, and more—all in one place. HubSpot, for example, offers a comprehensive solution, especially when tailored as HubSpot for private clubs. It provides easy-to-use drag-and-drop editing tools, robust SEO features, and detailed analytics to track your site’s performance. This integration ensures that your website is not only visually appealing but also functional and optimized for search engines.
If you're going to invest time and money into creating a new website, make sure it goes beyond just a superficial facelift. A well-designed, functional website can set your club up for success for years to come.
Not Updating Graphics
One common reason some private clubs initiate their website redesign is due to outdated graphics. Icons, images, and other visuals may no longer reflect what your club has to offer. A common mistake is updating graphics without considering what your members truly want to see.
While showcasing new features like a redesigned golf course or new dining room seating is important, it's equally crucial to show images that resonate with your target audience by showing people. Prospective members want to envision themselves and their families at your club. Consider updating your graphics with images that appeal to this vision, such as a family dining together or a father and son golfing at sunset. They might just think to themselves, “Oh look! A family eating dinner together. I can see my family eating there, too!”
Updating graphics is more than just taking new photos—it’s about painting a picture for your future members.
Not Updating Web Copy
How often do you come across a private club website that features a simple bulleted list of amenities? This approach fails to convey the real reasons why prospective and current members should join or stay at your club. Is it the sense of community you offer? The memories families will make? The unique events you host?
Your web copy, along with graphics, plays a crucial role in helping prospects understand what it will feel like to be a member at your club. To craft compelling copy, it’s essential to develop and deeply understand your target audience. Creating personas of your members will guide you in discovering what they are truly looking for, influencing the overall look and feel of your website.
Conclusion
In the competitive world of private clubs, a well-designed website is not just a digital brochure—it's a vital tool for engaging with prospective and current members. By avoiding these common mistakes and focusing on SEO, selecting the right platform, updating graphics, and refining web copy, you can create a website that truly reflects the unique value of your club.
If you need assistance with your website redesign, consider consulting with experts who can help you navigate this important process. With the right approach, your website can become a powerful asset in attracting and retaining members.
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