Hole In Ones: Designing the Best Golf Course and Private Club Websites

This blog was updated for relevance and accuracy on September 2, 2025.

Having been a private club member for more than 12 years, I’ve seen firsthand how important the “back-end” of a club website can be. Whether I’m logging in on my phone or sitting at my computer, being able to make a tee time, reserve a dinner table, or pay my statement with ease has a big impact on my overall satisfaction as a member.

But the “front-facing” side of a club website is a completely different story. While the member-facing side handles the day-to-day operations, the public-facing side should be designed with prospective members in mind. Unfortunately, many club websites fall short of that goal.

When my husband and I moved back to our hometown in Michigan, one of our first priorities was finding a new club. Like most prospects, I started my search online. What I found was disappointing. Many of the websites I visited looked and felt the same—more like static brochures than useful resources. It was hard to tell one club apart from another.

Your website, especially the homepage, is the heart of your online presence. If it doesn’t inspire curiosity and help prospects find the answers they’re looking for, you risk losing their attention. Here are four areas to focus on if you want your website to make a stronger impression.

Website Navigation for Private Clubs

The goal of a public-facing website is to make it easy for visitors to get to know you. Your website is a marketing tool, not just an informational one, and navigation plays a big role in how people experience it.

In simple terms, navigation includes the menus, links, and buttons that guide visitors to the information they’re looking for. For example, if golf is one of your club’s main attractions but the word “golf” doesn’t appear in your top navigation (and instead is hidden under “amenities”), you’re making prospects work harder than they should. Descriptive, intuitive labels go a long way in keeping people engaged.

Mobile Compatibility Matters

Think about how people explore your club online: chances are, it’s on their phone. From quick searches during a lunch break to scrolling through websites in the evening, mobile has become the first impression for most prospects. If your site isn’t mobile-friendly, you risk losing them before they ever discover what makes your club unique.

Mobile compatibility goes beyond just shrinking your desktop site to fit a smaller screen. Buttons need to be large enough to tap easily, menus should collapse intuitively, and images and videos must load quickly without cutting off important details. Whether someone is checking amenities, browsing events, or exploring membership options, the experience should feel seamless on a phone. If it doesn’t, the frustration is enough to send them looking elsewhere.

Interesting Visuals That Tell Your Story

It’s true what they say: a picture is worth a thousand words. Imagery does more than decorate your website; it sets the tone and tells a story about who belongs at your club. Every visual should be chosen with purpose, reflecting not just your amenities but the lifestyle and community your members enjoy.

If your goal is to attract young families, show young families enjoying the pool, attending events, and creating memories across your property—not just on the homepage, but throughout the site. If golf is your primary draw, highlight dynamic shots of members on the course rather than still images of empty fairways. People connect most with people, and intentional imagery helps prospects picture themselves as part of your community.

When your visuals feel authentic and alive, they not only engage visitors but also encourage them to stay longer on your site. That extra engagement sends positive signals to search engines, giving your website an SEO boost while leaving a lasting impression on prospects.

Membership and Club Content That Connects

Your homepage is the first impression most visitors will have of your club, so your content matters. Keep it clear, concise, and personal. Ideally, your value proposition should come across in just a couple hundred words. Longer details can live on inside pages.

Write your copy as if you’re speaking directly to one person, not broadcasting to the masses. Keep the focus on what your visitor is looking for rather than what you want to say. The more conversational and helpful your content feels, the easier it will be for a prospect to picture themselves as part of your community.

Calls-to-Action That Drive Your Goals

If you want your website to generate leads—and most clubs do—make sure you’re including calls-to-action (CTAs). These can be buttons, links, or graphics that encourage visitors to take the next step.

A good rule of thumb is to have at least one or two CTAs visible on the top half of your homepage. Examples might include downloading a membership guide, taking a virtual tour, or contacting the membership office. CTAs not only move prospects deeper into discovery, they give them the chance to engage on their own terms.

More Than a Brochure

At the end of the day, your website should be more than a digital brochure. It should be a resource that helps prospects get answers, reduces barriers, and reflects the unique culture of your club.

If your site feels outdated, limited, or leaves visitors with more questions than answers, you may be missing a critical opportunity. By investing in navigation, visuals, content, and calls-to-action that are tailored to your audience, your website can become one of your most effective tools for attracting new members and building trust with future generations.