Merging The On And Offline Experience
Located on the tip of the Lleyn Peninsula, Nefyn & District Golf Club is an award-winning, 27 hole Championship golf course that offers golfers a rich variety of challenges while overlooking the iconic North Wales coast. Reckless worked with Nefyn to transform its digital footprint to reflect its award winning status.
Embracing Digital Foresight
‘Where par is excellence’, Nefyn had long held the accolade of being an award-winning golf course. However, the same could not be said for its digital presence. The on-course experience was not reflected in the clubs online identity. Having seen our work with luxury country hotel, Carden Park, Nefyn & District Golf Club approached Reckless to transform their online identity.
Understanding the value of digital and the opportunities being missed with their current website, Nefyn required a full redesign and build. In order for Nefyn’s website to correctly portray the award-winning on course experience, Reckless migrated Nefyn from a static HTML platform to a scalable CMS WordPress platform.
The leisure industry is notoriously overcrowded. With many competitors already a step ahead, Nefyn understood the array of online opportunities and revenue streams that were being missed.
A secondary reason driving the update was the availability of drone footage. Having outlaid on the production of aerial video footage, Nefyn were keen to showcase this material and allow for the merging of the on and offline experience.
Working closely with the client, Reckless set about creating a completely bespoke responsive design, breaking away from the previous templated structure. Using Nefyn’s high-quality video and image material, Reckless set about recreating the on-course experience online.
The existing site map was restructured to allow for underperforming pages to be replaced or optimised allowing for improved site ranking.
The new site not only better engaged and converted audiences, but also held synergy with the award-winning accolade of the course. On a month by month comparison, results showed an 11.21 per cent increase in sessions, 24.37 per cent decrease in bounce rate, and 22.92 per cent increase in users.
When commissioning a new website for Nefyn Golf Club, I was searching for a company that could guarantee me three things; creativity and innovation, technological innovation and competency and efficiency.
Firstly, I wanted creativity and innovation in the design. I did not want an off-the-shelf product that looked like dozens of other sites, including many UK golf clubs’ websites. Reckless’ design team gave me exactly the level of distinctiveness and unique branding for which I was looking.
Secondly, I was looking for the latest up-to-the-minute technological functionality in order that the site would be compatible and accessible on all social media platforms – an essential ingredient if golf clubs are to capture their key markets. Reckless delivered on that crucial objective also.
Finally, I was looking for competency and efficiency in the management of the project where deadlines and delivery dates were adhered to and regular communication between supplier and customer was paramount. I got exactly what I was looking for from the Reckless