St Annes Old Links · Website and Capture proposal · November 2026
A true links, online.
Scroll to readYour course is a true links.
Your website says so in one paragraph.
Act oneThe brief
Answer the questions members and visitors keep asking, stop the inbox filling up, and look as good online as the course does.
From the call on 29 October with Allan and Jillian, and your emails to us since March.
How long is the waiting list?
The question you most want the website to answer. Membership is full, and the site today does not say how to ask, or how long to wait.
Fewer emails
Most enquiries arrive by email, "hundreds of emails back and forwards". One place where every enquiry lands, with a reply that goes out straight away.
A faster newsletter
A couple of hours a week goes on the members' newsletter. And visitor emails, which you would like to send and do not yet.
A website that looks current
The site was last redone four or five years ago, and you have more recent photographs than it shows. The tools should work with the new site, not around the old one.
The club in numbers
- 1901The club was founded, on land golfed since 1886
- 6,907Yards from the championship tees, par 72
- 2022Co-hosted The Amateur Championship with Royal Lytham & St Annes
- 7Membership categories, all of them full
- 26Images on your home page
- 0Of them have a description
A club with a true links, a championship record and R&A Final Qualifying for The Open on its list, and a home page that opens with a welcome paragraph, the course status and a weather forecast.
Everything a visitor wants to do starts with a phone call, a PDF or an email.
We read your site on 4 November 2026. Every line below can be checked this afternoon.
| A visitor wants to | Today | The new site |
|---|---|---|
| Join, or ask about the waiting list | Download one of three PDFs and email it to accounts. No form, no reply, no sense of how long the wait is. | A short form, an automatic reply that sets expectations, and a pipeline behind it. |
| Book a visitor round | Phone or email. No online booking. | A visitor page that answers the common questions, an enquiry that reaches golf, and a booking link when tee times move to intelligentgolf. |
| Book a society day | Quotes on request, groups of 16 or more, and a long enquiry form. No packages shown. | A society page that shows what you offer once you have decided it, and a form routed to the right person. |
| Hold a wedding, christening or party | One clubhouse page for dining, functions and meetings. | A page for functions with the rooms and capacities you already publish. The dining room is for up to 120, the Ashton Room for 25, and there are three meeting rooms. |
| Enter an Open competition | Dates and prices in a PDF. Entry through separate links, one of them GolfGenius. | One calendar page, with each Open's date, price and entry link. |
| See the course | Eighteen hole pages, each with a plan and a photograph. The best content on the site. | Kept, with each hole named, described and findable. |
Three systems, none joined up. Members book on BRS, Open entries go through GolfGenius and the website runs on intelligentgolf. The new site links to all three exactly as they are. Nothing is migrated.
Your photographs are the best thing on the website, and not one of them has a description.
The clubhouse.
The bunkers.
First and last light.
A search engine, or an AI assistant, has very little to read.
Someone asks Google, or ChatGPT, for a true links near Lytham, or a golf club in Lancashire with a waiting list. The answer is built from what the club's own website says about itself, in a form a machine can read. These are the facts, checked on 4 November 2026.
| What an assistant looks for | Your site today | The new site |
|---|---|---|
| Who may read it | The robots file turns away ChatGPT search, Claude, Perplexity, Google's AI crawler, Apple and others. | Decided with you. If you want to be quoted by AI assistants, they can read the site. |
| Image descriptions | 0 of 26 images on the home page. 0 of 48 across the 18 hole pages. | Every photograph described and named for the hole or place it shows. |
| Headings | No H1 on the home page, and none on any of the 18 hole pages. | One clear heading on every page. |
| Home page title | "Home :: Homepage" | A title that says what the club is and where it is. |
| Structured data | None on the home page. | Markup that says what the club is, where it is and what it offers. |
| Sitemap | 89 addresses, including test pages and 2017 fee pages. | Only the pages that matter, updated with every change. |
| Old content | A spring promotion dated 27 March 2016 is still live. | Reviewed page by page, with nothing out of date carried over. |
The robots file is your decision, not ours. Some clubs block AI crawlers on purpose. If you do not want to be quoted by ChatGPT or Perplexity, that is a fair choice. We would simply make sure it is a choice.
Act twoThe proposal
A website built around what people come to do.
Set in your own navy and gold, in DM Serif Display and Montserrat, the colours and type your site already uses. Your members' area, BRS and GolfGenius stay exactly where they are, and the new site links to them. We confirm the exact links in discovery.
MembershipMembership and the waiting list
Seven categories explained in one place, a form instead of a PDF, and a reply that sets expectations the moment someone applies.
Visitors and societiesVisitors and societies
Visitor times, fees and the Saturday rule on one page, an enquiry that reaches golf, and a society page that shows what you offer.
Clubhouse and functionsClubhouse and functions
The dining room for up to 120, the Ashton Room, the meeting rooms, weddings and christenings, each with its capacity and a way to ask.
The OpensThe Opens calendar
Every Open with its date, price and entry link on one page, instead of a PDF and separate links.
The courseThe course, hole by hole
Your eighteen hole pages stay, with each hole named and described, the plan beside the photograph, and every image findable.
HistoryHistory and the club's story
1901, the land golfed since 1886, the redesign schemes of 1909. The story that makes St Annes St Annes, written to lead the home page.
Founded in 1901. Online, it should read that way.
The same rule, without the typing.
Today someone downloads a PDF and emails it to accounts. If they do not reply when you contact them, they come off the list, which keeps it solid. We keep that rule and take the typing out of it.
- One form on the website and in the chat, with the questions you choose to ask.
- An automatic reply that sets expectations, in your words, the moment someone applies.
- A pipeline behind it, tied to your Outlook, so every email with a person sits beside their name.
- One saved message to check people are still interested. Send it to the first twenty, from your own Outlook, in a click.
- A paid list, only if the committee wants one. An invoice and a deposit, such as the £200 we discussed, handled automatically. Not needed for any of the above.
The stages
| Stage | What happens |
|---|---|
| Applied | The form lands. The automatic reply goes out. |
| Contacted | You write from Outlook. The email is kept on their record. |
| Still interested | Replied to the check. Stays on the list. |
| Offered a place | A vacancy has opened. |
| Joined, or withdrawn | Closed, with the reason. |
You told us the list runs to over a hundred. Nothing here changes who is on it.
Something on every page that answers, and takes a message when it cannot.
It answers from a knowledge base you control, covering green fees, visitor times, the dress code, the rooms, the Opens and membership. On the contact page it answers first, so the people who then fill in the form are better qualified. Anything it cannot answer is flagged so you add it once, and becomes an enquiry rather than a lost visitor.
- Membership first. The question you said matters most. You decide what it says about the waiting list.
- Voice, optionally. The same answers pick up the pro shop phone when nobody can, take the enquiry and, where the tee sheet allows, text a booking link. Tee times are on BRS today, so we confirm the live check against intelligentgolf before we promise it.
- Every enquiry lands with a name. Golf to golf, societies to the secretary, not one inbox.
An illustration, written from your own website pages on 4 November 2026
Can I wear jeans in the clubhouse?
Jeans are fine in the clubhouse until 6.00pm. They are not allowed on the course.
Can I play as a visitor on a Saturday?
Saturday is the members' competition day, so visitor times are limited, from 4pm in summer. Weekdays have more availability. Shall I take your details so the golf team can come back to you?
How long is the waiting list for membership?
Answered with what the club chooses to say, and captured as an enquiry with the name and number
Every enquiry in one place, answered straight away.
Today enquiries arrive by phone and email, and you described hundreds of emails going back and forth. In Capture, every website form, Concierge conversation and email becomes a contact, tagged with what they asked about (membership, a visit, a society or a function), and gets a reply the moment they ask.
- One place, not several inboxes. Golf, the secretary's office and accounts see the same record, with every Outlook email kept beside the person's name.
- An answer to your first question. How long the waiting list is, who is on it and who has replied, in one view rather than a spreadsheet.
- Old contacts brought back. Past visitors, society organisers and old enquiries brought into Capture and tidied, ready for the visitor emails you would like to send.
- A missed call sends a text back, with the voice add-on, so a phone enquiry is not lost.
- Everything we build is yours, including the database and every contact in it.
What lands, and what happens
| Enquiry | What happens |
|---|---|
| Waiting list | An automatic reply in your words, and the Applied stage on their record. |
| Visitor | A reply with times and fees, and the enquiry to golf. |
| Society | A reply asking the date and numbers, and the enquiry to the secretary. |
| Function | A reply with the rooms and capacities, and the enquiry to whoever you name. |
Each kind of enquiry has its own reply, written with you, so nobody waits for an answer.
A couple of hours a week, in a few minutes.
A couple of hours a week on the members' newsletter is about twelve days a year. Email Studio writes an on-brand email from a few lines (the social events, the course, the clubhouse, an offer) using your knowledge base, in your colours and type, and checks it for anything that sends mail to spam. You edit it, swap the photographs and copy the HTML into an intelligentgolf campaign, so members' emails stay where they are.
A few lines from the team
What is coming up, by email or a short form.
Email Studio lays it out
In the St Annes Old Links design, with your own photography, ready to edit line by line.
Your team checks and sends
Edit any line, then send from your intelligentgolf campaign.
It reaches the right people
The members' newsletter to members, visitor emails to people who have played, and society news to organisers who asked.
It also gives you the visitor emails you would like to send, and the replies to each kind of enquiry above. Email Studio is included with Capture.
One front door for the website, the phone, chat and forms.
The website
The new site, with a form for each kind of enquiry going into Capture.
The Concierge
Answers day and night, and takes a message when it cannot.
The phone
With the voice add-on, an enquiry taken by phone goes into Capture too, with the same reply.
Capture
Every enquiry and contact, with its history and your Outlook emails.
Your team
Told about every enquiry, with the reply already sent.
Your intelligentgolf members' area stays as it is, and BRS stays for tee times until you move them. Nothing here changes how members book.
What changed, what matters, what next.
Capture Intelligence brings the club's approved data into one view and prepares the actions worth taking, for your team to review. It is included with Capture.
- It finds the visitors who keep coming back, the people most likely to be worth a conversation.
- It shows the quiet tee times, so visitors can be invited before they go empty.
- Every Monday, a briefing on what changed, what matters, and the three things worth doing.
Capture Intelligence is a developing platform. Availability and supported connections are confirmed with each club, and tee times need a connection to your tee sheet, which we confirm once you know whether it is BRS or intelligentgolf.
A members' club, built this way.
Tehidy Park
A members' club website we built, live today. Open it on a phone before you decide.
A club website, liveMore on request
We will send live examples in the style you liked, with the carousels and interactions, whenever you want them, and put them next to the new homepage.
ExamplesThirty days, with dates.
A template-led site can be live in about thirty days from go-ahead, and each stage ends with something you can see. The Complete level carries more pages and articles, so we set its date with you at discovery.
Days 1 to 5 · Discovery
Half a day at the club. Your photographs, the crest as a vector, the sitemap agreed.
Days 6 to 12 · Design
The homepage and two templates presented. Nothing is built until you sign off.
Days 13 to 24 · Build
A staging link from day one, so the committee can watch it take shape.
Days 25 to 28 · Content and training
Everything loaded. Staff shown how to update it themselves.
Days 29 to 30 · Search and go live
Redirects from every old address, descriptions on every image, the new sitemap. Then two weeks of daily checks.
Act threeInvestment
Counted, not described.
A template is a uniquely designed page, built once; that is where the work is. A content page uses a template that exists. The first template is the costly one, the ninth is not.
A clean, current website for the essentials. The five pages people use most, in your colours, with the technical basics right.
- Templates3
- Content pagesup to 5
- Enquiry forms1, one inbox
- Copywe tidy your existing words
- Photographsyours, described
- Journalno
- Search and AIthe technical floor
A complete golf club website. Every part of the club has a page, and the search floor is done, with titles, descriptions, headings and image descriptions.
- Templates6
- Content pagesup to 12
- Enquiry forms1, one inbox
- Copywe write all 12 pages
- Photographsyours, described
- Journalyes, you write it
- Search and AIthe technical floor
Essential, plus a front door for societies, functions, the Opens and the club's history, forms routed to the right person, and the search and AI work that makes them findable.
- Templates11
- Content pagesup to 22
- Enquiry forms6, routed by name
- Copywe write all 22 pages
- Photographsyours, described
- Journal+ writer, 6 launch articles
- Search and AIstructured data, answer pages, baseline
Whatever St Annes decides it is. It is here so the committee sees the ceiling, not because we would recommend it today.
- Templatesunlimited
- Content pagesunlimited
- Enquiry formsrouted and conditional
- Copyeverything, plus a voice guide
- Photographsa new shoot at the club
- Journalextended
- Search and AIComplete + quarterly programme
What the extra £2,500 buys.
The step from Essential to Complete, in the templates and the work that makes the club the answer when somebody asks.
| Template | What is on it |
|---|---|
| Societies | What you offer, group sizes, what is included, and a form routed to the person who answers it. |
| Clubhouse and functions | The dining room for up to 120, the Ashton Room, the meeting rooms, weddings, christenings and parties, a capacity table and an enquiry with the date and guest numbers. |
| The Opens calendar | Every Open with date, price and entry link. A page you copy forward each year, not a PDF. |
| History and the club's story | 1901, the land golfed since 1886, the redesign schemes of 1909, and the championship record, written to lead. |
| Journal | The section exists at Essential. Complete adds the article writer and six launch articles. Below. |
| Search and AI visibility | Structured data on every page, a description per page, answer-led pages for membership, visitors, societies and functions, and a baseline measurement before launch. Essential gets the technical floor. |
Plus routing, so each form reaches the right person with the fields they need. We write the copy at every level above Entry.
The journal, and the tool that fills it.
A journal only works if somebody keeps writing it, so from Complete we write six launch articles and hand you an article generator loaded with your knowledge base. A one-line brief returns a draft in your tone, which you edit and publish. Care and content adds two a month.
The six we would write first
- What a true links is, and what to expect when you play one
- What to ask before you book a golf society day in Lancashire
- How a golf club waiting list works, and how to join one
- Visiting St Annes Old Links, with the dress code, visitor times and what to bring
- Weddings and parties at a golf club on the Fylde coast
- What Open Final Qualifying is, and how a club hosts it
Care and hosting.
| Care | Care and content | |
|---|---|---|
| Monthly | £99 + VAT | £199 + VAT |
| Hosting, SSL, backups, monitoring, patching | Yes | Yes |
| Changes | 1 hour a month | 3 hours a month |
| Articles written and published | None | 2 a month, each on a named local search |
| Search and AI visibility report | None | Quarterly |
Year one at Complete is £7,495 plus care, both plus VAT. Invoiced in three stages, on go-ahead, design sign-off and go live. Care starts the month the site is live.
Every part, from a clear price.
Each part of Capture is priced on its own, so you can start with one and add the rest when it earns its place. They start when you want, before the new website, with it or after it. Take two or more together and the price comes down.
- The CRM, email sending and reporting
- The waiting list, with Outlook synced both ways
- Up to ten thousand sends a month
- Unlimited contacts and users
- Answers on your website, day and night
- On the phone too, for £49 a month more
- No setup fee, and 30 days free
- The newsletter and visitor emails in your colours, crest and photography
- Written and sent for you, from £95 an email
- What changed, what matters, what next
- Talked through on our call
Capture setup and training, £795 + VAT once. We set up Capture, bring your contacts and the waiting list across, build the replies for each kind of enquiry, and train the team. Tidying a large database is from £950.
Bundles
| Take two or more parts together | Price |
|---|---|
| Capture CRM and the AI Concierge | Discounts available |
| A new website and Capture | Discounts available |
| The website, Capture and the Concierge | Discounts available |
We will set out the bundle that fits on our call. Prices are in pounds sterling and exclude VAT.
Three things, and one of them is ours.
Take this to the Chair of Membership
Written for people who have not met us. A call with you, Allan and Jillian, or the committee, if that helps.
Send us the photographs and the crest
The original files, and the crest as a vector if the club has one. We build the homepage mockup in your colours first.
Say go
Discovery inside seven days. Live in about thirty.