Golf Marketing University

Is Your Website Like an Embarrassing First Date?

Take a step back…

Picture yourself visiting your website for the first time.

Try and clear your own emotions and pre-conceived notions of your business and look at the site through your customers’ eyes.

Be ruthless, be honest.

What impression is it making? Keep in mind this is the FIRST and most important impression you are making.

You know what they say about first impressions?…You only have one shot at them.

How did it go for you? Was that first impression memorable or exciting?

Did anything catch your attention and make you want to take action, or make an enquiry?

If it did great! You’re on the right track.

If it didn’t and left you feeling like pulling your website down and starting all over again sit tight, help is on the way.

It’s a “First Date”… Don’t Blow it!

When someone visits your website for the first time, it’s like going on a first date. In fact, it’s like going on a blind first date. They think there might be a match but they have to learn to trust you first before they agree to move to the next step and you don’t even know their name at this stage.

If you come on too fast…you’ll scare the other person off. You wouldn’t think about asking the other person to marry you on a first date, would you?

Of course not, you’d blow it!

Why then do so many websites think it’s ok to go straight to sales message after sales message…slow down Buster, you’re moving too fast.

Flirt with your new website visitor. Let them get to know you. Show how you can be trusted because you do have something to offer, that’s why they’re there in the first place.

And don’t forget the goal is not to secure an engagement, it’s to…

Secure a second date

I could write a book on the 100 ways to change the copy and layout of your website to make it more ”dateable”.

But you need results, fast!

So here’s a quick way to make sure you get more second dates – in the marketing world also known as “Sales Leads”:

Help your visitor. Give away something of value in exchange for contact details

This shows an exchange of trust and in marketing speak this is called a ”Lead Magnet”

The role of the lead magnet is to move anonymous visitors into the role of prospect. And you know something about this prospect too, you know what they like, they like what you’ve offered them, otherwise they wouldn’t have agreed to this next step of the dating game.

This is an absolutely crucial part of the sales process for your website and it’s easy to get it right.

What is a lead magnet?

Lead magnets come in all shapes and forms, from downloadable pdf “How To Guides” to forms that allow a visitor to download an offer booking code.

The most common and easy to produce for your golf course would be the first.

Every page on your website must have the objective of ”getting a second date” so ideally each of your revenue streams should have a lead magnet of some sort associated with it.

Here are a few examples:

Golf Coaching or Green Fees
Get one of your golf pros to put together a 2 or 3-page training guide to help golfers cure a particularly problematic part of their game.. Maybe a cure for those who slice or those with the Shanks.

Christmas
Have one of the Events team give their Top 10 Tips to organizing a Christmas Party.

Weddings
You could offer a free wedding planning guide.

Now, you’re probably wondering, ”How on earth am I going to design a lead magnet”

Well, the first step, you’ve already got. The knowledge.

The second step, “the design of the lead magnet” is easier than you might think.

Along with your new lead magnet you’re going to need a contact form to capture the visitors contact details.

First name and email is usually enough at this point in the dating process. Every additional bit of information you request will see a reduced number of people completing your form.

If you have an Autoresponder and a CRM (a customer database) set up a thank you email to be sent to them or send them to a thank you confirmation page.

99% of golf clubs are stuck in one of the following places when it comes to their website:

They know it’s the #1 most important piece of their marketing puzzle and they’re frustrated with their current site but they think it’s too big or expensive a project to re-do it or.

They know they need a new site but don’t know where to start.

They’re somewhere in the lengthy and expensive process of having a new site built by a designer or worst of all.

They’re more or less happy with their current website but they don’t realise the ‘true cost’ of not having a better website.

So if you’re in any of the above places, we put something together for you below that will help.

GOLF CLUB WEBSITE - 30 MINUTE MAKEOVER

99% of Golf Clubs know their website isn't doing them justice... But finding the time & money to change or redevelop it is challenging. This FREE 3-part video series will show you simple changes you can make to your clubs website to generate more sales leads.

John King

John King

John King is the Co-Founder of Golf Marketing University, a dedicated marketing training platform for commercial golf clubs. After spending nearly a decade marketing facilities and venues within the golf and hospitality industry, John has harnessed how to effectively guide his clients to increased sales in today's competitive and ever-changing market.

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