Bridging the Gap: A New Website for West Hills Country Club
Nestled in the picturesque foothills of Middletown, NY, West Hills Country Club offers a premier golfing experience, elegant facilities, and exceptional service for its members. However, their existing website no longer reflected the club’s refined ambiance and evolving offerings
The Challenge:
West Hills Country Club needed a website that seamlessly integrated two key aspects of their business: prestigious club membership and their thriving catering service, particularly for weddings.
My Solution:
Recognizing the importance of clear communication and simple navigation, I embarked on a project to rebuild the website from the ground up using WordPress. The new design prioritizes membership information while still prominently featuring their exceptional catering services, especially weddings.
Flowcharts for Clarity:
To ensure a cohesive user experience, I started by meticulously planning the information architecture. I developed flowcharts to organize all the essential content, from golf course details to catered events, wedding packages, and membership benefits.
Prioritizing User Experience:
My design goals were clear:
Simplified Navigation: I prioritized user-friendly navigation, ensuring effortless access to all the club’s offerings. The website needed to be intuitive and easy to explore on any device, regardless of screen size.
Visual Storytelling: Large, high-quality images took center stage, showcasing West Hills Country Club’s unique selling propositions. This included stunning visuals of the 18-hole championship course, the charming 9-hole course, the historic bridge over the Wallkill River, picturesque photo opportunities for weddings and special events, mouthwatering cuisine options, and the many amenities available.
Member-Centric Approach: In response to member feedback, we eliminated intrusive pop-up call to actions. Instead, we implemented a scroll-triggered navigation system featuring strategically placed anchor points. This allowed visitors to seamlessly connect with the sales team when they were ready.
Empowering User Management:
The website’s design system prioritizes both visual appeal and user-friendliness for the West Hills Country Club staff. Striking a balance between aesthetics and functionality allows staff members to easily update content on their own, ensuring the website remains current and informative.
Landing Page Optimization:
Following industry best practices, we focused on optimizing West Hills Country Club’s wedding landing pages to improve lead conversion rates. Over time, there had been a significant decrease in leads generated despite a high volume of website traffic. Here’s how we tackled the challenge:
Landing Page Template: I designed a new landing page template that leverages a proven formula for lead generation:
Clear Value Proposition: The page clearly communicates the problem West Hills Country Club solves (planning a dream wedding), their approach (stunning venue, expert staff), and the benefits (stress-free experience, unforgettable memories).
Single, Focused Call to Action: A simplified call to action increases the likelihood of visitor conversion. Our strategy relies on a concise form capturing only “Full Name” and “Email” data. Additionally, a reassurance message below the submit button (“We’ll never share your info”) builds trust with potential clients.
Hero Section with Compelling Visuals: People are more likely to remember information paired with visuals. Our hero section features a captivating image to capture attention immediately.
Social Proof: To build trust and establish credibility, the hero section incorporates:
A captivating headline featuring a positive client quote.
Badges from The Knot, a leading wedding resource for engaged couples.
A prominent display of West Hills Country Club’s 5-star rating.
Testimonials scattered throughout the page reinforce the positive client experience.
Features & Benefits: A dedicated section highlights three key features that resonate with couples, followed by a list of all additional features and benefits they receive when booking their wedding with West Hills Country Club.
FAQ Section: Addressing common questions eliminates visitor confusion and showcases transparency. This section empowers potential clients to make informed decisions with confidence, knowing West Hills Country Club offers a comprehensive and supportive service.
Through these strategic implementations, the optimized landing pages aim to convert website traffic into actionable leads for the West Hills Country Club sales team.
