Portsmouth Golf Centre Website
After a 4 year relationship with Portsmouth Golf Centre, it was time to give their brand and website a major refresh, as well as aligning all of their marketing material and point of sale within the store.
Aims & Ambitions
Our continued working relationship with PGC has really helped us understand their needs as a business and their customer base. Our vision for the website really focused on both returning and new customers, including the idea to add interactive elements to the website that helped the user on their journey.
What was important to the customer had to align with what was important to PGC in terms of their aims. Considering this, we aimed to recreate the friendly atmosphere of the golf club across their website, providing the customer with signposts to key areas of the website such as the Pro Shop or Lessons.
As well as delivering an overall experience of the Golf Cenre, it was also important to make sure that the retail element of PGC was at the forefront of the website.
Portsmouth ‘Platinum Brands’ were made a key feature of the homepage, and each brand has their own landing page. These pages highlight offers instore and the latest releases from the biggest names in golf.
From this, we also worked on monthly e-newsletters from PGC which were heavily brand focussed. Each month would be dedicated to up to 3 brand names, and the content would often be influenced by new releases or special offers at PGC. Our work with Callaway, PING and Mizuno in collaboration with Portsmouth Golf Centre has been recognised as well as supported by the brand names themselves.
One of the smarter areas within the website that is catered entirely to enhancing the user’s experience is the persona profiles on the homepage. Located about halfway down the page, a popular bounce area, is a point of interest that allows any level of user to find the next place within the website to visit. We chose 5 different types of visitor to Portsmouth Golf Centre and created a ‘character’ to represent them. Once chosen, 3 key areas of the site were then suggested to the user.
For those who wish to book a round of golf, as well as the online booking system we also pitched the idea of profiling each hole on the course. Aerial photography was commissioned and the carousel within the Course page allows visitors to gain a real sense of the golf course, including the length and par of each hole.
Since it’s launch, Portsmouth Golf Centre have also invested in some new areas on the website.
Thought they don’t have an online shop, Portsmouth do have the ability to buy Gift Cards through the website. Previously it relied on a crude PayPal button link. We have stuck with the payment gateway but have created a slicker front end look to the page. Portsmouth Golf Centre’s ability to edit this area has been streamlined in conjunction with this update too.
We have added a Ladies Golf page which acts as a landing page targeting female players. We have tailored the copy, images and general focus on this page to relate to the lady golfer, who usually are overlooked as a target user throughout golf sites. This firmly puts Portsmouth Golf Centre are one step ahead of the competiton.
Finally, we developed the team page within the website. Each of the team members now has their own profile and photo of them in action! From here, they can also be contacted directly or lessons can be booked online for that member of the team. This personal touch was really important to carry through the website, as customers who book lessons often want to have an idea of what their instructor is like.Back to Case Studies