Moor Park
Moor Park is an impressive members club, set in 300 acres of the most beautiful landscaped Hertfordshire parkland and with its own Grade I listed 17th Century mansion building. With its impressive grounds it’s an awe-inspiring location for any occasion, from weddings to corporate golf days, meetings and events.
The artwork that graces the interior of the building was painted by Italian artists, including a stunning ceiling painted by Verrio in 1684-5.
Objective
Moor Park is an exceptional and highly regarded club and required a facelift to their online presence to really show off their facilities, alongside more functional requirements including helping to communicate with their 1500 members, and also results-focused needs to generate more membership and venue hire enquiries.
We worked closely with the marketing, events and operations teams to deliver a set of features within the new website which help to achieve the business objectives and goals for the new website.
Impact
Comparing December 2016 to December 2017
55%
increase in completed goals (using ten different metrics in Google Analytics)
10%
increase in organic traffic originating from the UK
20%
increase in average session duration
Approach
The website includes a number of features which help to improve some previously manual or offline processes, including for example a ‘course conditions’ widget. This helps to greatly improve the efficiency for the greenkeepers to deliver important course information to members and centralises some management tools within the website.
A stunning collection of professional photography is used throughout the site to help demonstrate the clubs luxury proposition and breathe life into the deep content structure.
Highlight: Members portal & integration
Behind the scenes are some integrations which help to improve the user experience for members. Membership details and contact information is managed via a back office platform and pulled into the website for authentication, making it easier for Moor Park to centrally manage their users. Single sign-on is achieved with a golf handicapping platform so once users are signed in to the website, they don’t need another login for their handicap system.
The members portal delivers a platform which allows member communication of confidential information and to provide a repository of information including reports, calendar, notifications and booking systems.