Why Your Current Website is Probably Worthless!

One thing that amazes me when I look at clubs that I marketed ten or twenty years ago is that they have all gone backward. They have forgotten everything I taught them about collecting data, writing engaging sales copy, entertaining their guests, and selling!

They went cheap or traded for tee times, and got shafted in return but are generally too lazy to care. What other excuse could there be for a website this poor? (See above)?

The fact is, most people in the golf industry get it wrong when it comes to websites. They focus on sleek graphics, videos, and carefully curated branding with the occasional sprinkling of information. While these elements matter, they pale compared to the three most critical components determining your website's financial success.?

If you want your website to drive results, here are the three most important things you need to master:

1. Collecting Opt-In Data for Re-Marketing and Building Relationships
2. Strong Story-Based Sales Copy
3. Clear and Compelling Calls to Action (CTAs)

Surprisingly, very few people truly understand or implement these principles effectively. Let’s break down each one and explore why they’re so vital, how they work, and how you can leverage them to transform your website into a powerful tool for growth.

1. Collecting Opt-In Data for Re-Marketing and Building Relationships

Your website’s ultimate goal should be to create long-term relationships with your visitors. The most effective way to do this is by collecting opt-in data—typically an email address—that allows you to continue engaging with your audience after they leave your site.

Why Opt-In Data Matters

• People Rarely Convert Immediately: Most visitors won’t buy from you or take your desired action the first time they visit. Capturing their contact information gives you the opportunity to nurture them over time.
• Cost-Effective Re-Marketing: Unlike paid ads, email marketing and other forms of direct engagement are inexpensive and allow you to build trust without continuously spending on new traffic.
• Ownership of Your Audience: Social media platforms and search engines control your access to your audience. When you have email addresses, you own that data and can engage on your terms.

How to Collect Opt-In Data Effectively

• Offer Valuable Incentives: Create a lead magnet, such as a free eBook, checklist, webinar, or discount, that’s highly relevant to your audience’s needs.
• Use Strategic Placement: Position your opt-in forms prominently. Use pop-ups, inline forms, and exit-intent offers to capture attention immediately.
• Simplify the Process: Ask for minimal information—just a name and email address to start. Additional details can be gathered later.

? A typical example of worthless website sales copy.

2. Strong Story-Based Sales Copy

The days of sterile, fact-based sales copy are over. People don’t buy products or services; they buy the emotions, outcomes, and transformations associated with them. That’s where story-based sales copy comes in.

Why Storytelling Works

• Connects on an Emotional Level: Stories resonate with people on a human level, making them more memorable and impactful.
• Simplifies Complex Ideas: A story can make even the most technical product feel relatable and understandable.
• Builds Trust and Credibility: Sharing authentic experiences demonstrates that you understand your audience’s challenges and can help solve them.

How to Craft Compelling Story-Based Sales Copy

• Start with a Relatable Problem: Paint a vivid picture READ ON the best is yet to come>>> https://www.golfoperatormagazine.com/posts/why-your-current-website-is-probably-worthless/edit