SYNOPSIS
I led a rapid redesign of the entire marketing website of the Steve Bosdosh Golf Academy in Webflow in a short time span of two months, while creating the brand’s first ever CRM funnel, email and SMS subscriber lists, and lead capture form.
JUMP TO:
BACKGROUND
Steve Bosdosh Golf Academy offers professional golf lessons, clinics, and events for golfers at all levels in the Washington D.C., Maryland, and Virginia area. The Academy is led by Top 100 GOLF Magazine U.S. Instructor Steve Bosdosh, and provides a range of services including private lessons, group instruction, and specialized programs for juniors, women, and corporate events.
PREVIOUS WEBSITE
The previous website was in serious need of repair. The design was inconsistent, there was no email capture, no calls to action, pixelated images, multiple dead ends, no consistent design for the landing pages (oftentimes they were Canva posters and pages of plain text), and the “system” to book time with a teacher was disabled and non-functional.
The Academy has a beautiful, state-of-the-art facility and premier services - but their website failed to show any of it visually, and the copy was scattershot and confusing. There was no marketing strategy, copywriting, or calls to action. See below:
OUR PROPOSAL
I was hired - alongside a mentor to provide oversight - to execute a new website and establish a lead capture funnel.
We proposed a complete redesign of the website, using Figma for wireframing and Webflow for the build. Our stated goals were:
Clear site architecture with every page ending on lead capture
New, high-quality images to display the Academy’s top-tier facilities in 2024
SEO-optimized copy across pages
MY RESPONSIBILITIES
As the sole designer and executor on the project, I was responsible for:
Conducting market research on similar sites
Auditing the current website’s flow and proposing a new site structure
Building wireframes of site pages
Building the entire site in Webflow
Coming up with the tech infrastructure for the project, and connecting the systems:
STEP 1: MAP OUT WEBSITE ARCHITECTURE
I mapped out the current site structure and noted the dead-ends on nearly every page. Working with my mentor and the head of the Academy, we decided to cut down the total number of site pages to the most necessary ones, and proposed an architecture where every single page led to a contact point with an Academy team member.
STEP 2: WIREFRAMES, COPY & DESIGN
Once the site structure was approved, I began wireframing the essential website pages and information architecture in Figma. We also started working on copy, dropdown menu organization, and a brand kit. Below are a few of the many wireframes:
STEP 3: PRESENT TEMPLATES
I analyzed multiple Webflow templates and presented them to my mentor as options to cut costs and design time. We found an appropriate golf template that we could mold to our own design.
STEP 4: LEARN AND BUILD IN WEBFLOW
I took the time to watch multiple Webflow tutorials and seek out colleagues who had worked in Webflow to learn all that I could as quickly as possible. I completed the project in just over 75 hours, working solo on design and deployment, with feedback from my mentor.
I built out each individual page, the structures within, and learned to manage photos, text and more.
Explore a few of the pages below, or visit the full site:
STEP 5: DEPLOY WEBSITE AND ALL OTHER SYSTEMS
I built out the site in Webflow and presented it to the team.
I attached the Klaviyo survey to the website.
I set up Lu.ma and taught the team how to implement golf clinics and camps.
I set up Zapier to notify the email with an HTML notification every time someone filled out the Klaviyo form with a request for instruction.
STEP 6: FINAL SEO WORK
I completed the following:
Added alt text to all images
Wrote title tags, SEO descriptions and headers for each landing page
Submitted sitemap to Google Search Console and Bing Webmaster
RESULTS
The redesign bolstered our ranking in search results in the first two months. Whereas the previous site was hardly ranked in the top 100 for any results, our new website was ranked within 2 months:
SEO rankings for popular terms (as of August 1, 2024)
Ranked 3 for “golf camp frederick md”
Ranked 6 for “golf lessons frederick md”
Ranked 11 for “dc golf academy”
Over 25 local golfers filled out instruction inquiry forms in the first 2 months. There was no active lead capture on the previous website, so this was an increase in active leads by 2500% MoM from the previous website.