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Contact ›An international golfer doesn’t visit your course before booking it. They decide from the sofa, 2,000 km away, phone in one hand and three tabs open: yours and those of the courses next door. In that time they check 5 things, almost always in the same order, and if one falls short they move on to the next tab.
This is the list we see again and again when we work with courses that want to sell abroad: the UK, Germany, the Nordic countries. It isn’t about design or technology. It’s about what they find and what they miss.
The international golfer decides before talking to you
With a local player there’s room to manoeuvre: they call, ask questions, drop by the club. With an international golfer that room doesn’t exist. By the time they get in touch, if they ever do, they’ve already chosen. Whatever your website doesn’t tell them, they’ll fill in with what someone else’s does.
So the useful question isn’t whether your website looks good, but whether it answers on its own everything they need to know before they pull out their card. The 5 things below are exactly that.
Your website, in their language and all of it
Full English. Not a translated home page with everything else in Spanish, which is what you come across most often. The player arrives in English, clicks on rates and lands on a page they can’t read. That’s the end of the visit.
What has to be in their language is precisely what drives the purchase: prices, tee times and cancellation policy. If they’re travelling with a group or with family, cancellation matters as much as the green fee. And if your strongest market is Germany or the Nordic countries, consider that language too, at least on the pages that sell.
Booking without phoning or sending an email
Green fee, buggy and tee time in 3 clicks, with online payment. That’s what an international golfer expects. A phone number with a Spanish prefix and office hours isn’t a real option for someone planning their trip on a Sunday evening from London.
Nor is a “request availability” form that gets a reply the next day. If they have to write an email to book, the international golfer books at the course next door, which confirms straight away. To be clear, we’re talking about having online booking with payment at all. If you already have it but people drop off along the way, we cover that in the booking leaks that have nothing to do with design.
The course as it is, not as it was ten years ago
They want to see where they’ll be playing: a video of the layout, recent photos and the condition of the greens. They’re paying for a whole trip around that round, so they look closely. Ten-year-old photos show, and they send exactly the wrong message: that nobody looks after the website, and maybe not the course either.
A hole-by-hole flyover, photos from this season and an honest note on course conditions are worth more than any copy. It’s content you produce once and it works all year, in any language.
What’s around the course sells too
Hotel, airport, other courses, restaurants. An international golfer isn’t buying 18 holes, they’re buying a trip. They need to know where they’ll sleep, how far the airport is, which other courses they can combine during the week and where to have dinner after the round.
Courses that explain all this get booked as part of a package. A page that sets out the destination around the course, with nearby accommodation and courses, turns your website into the starting point of the trip instead of just another stop.
Reviews in their language act as a guarantee
Google reviews in several languages and replies from the club. For someone who doesn’t know anyone who has played your course, what other golfers say is the only independent reference. Without reviews, as far as they’re concerned, you don’t exist.
Having them isn’t enough, either: they also read how you reply. Answering in the reviewer’s language, including the critical ones, says a lot about how they’ll be treated. If you have to deal with a bad one, here’s how to handle negative reviews, and Google explains the process in its Business Profile help on reviews.
How we get a course ready to be booked from London
We start by doing what the international golfer does: we open your website in English, try to book and search for the course on Google from abroad. That gives us a short list of what’s missing and the order in which it makes sense to fix it.
Then we work on the 3 layers at once: the website, the content and the bookings, all designed for visitors from abroad. It’s what we do in golf marketing, from search positioning to social media, so the course shows up when the golfer searches and wins them over when they land.
Frequently asked questions about the international golfer
Is machine translation good enough for an English version of the website?
As a starting point, yes; as the final version, no. The pages that sell (rates, terms, cancellation) are worth checking by hand, because a mistake there raises doubts right at the moment of payment.
Which languages are worth having besides English?
Those of your real markets. Look at where the international golfer who visits and books with you comes from today: if Germany or the Nordic countries carry weight, it’s worth having at least your sales pages in their language.
How often should the course photos and video be updated?
Whenever something visible changes: a renovation, a new hole, another season. The idea is that what you show matches what the golfer will find when they arrive.
Does this also help you show up on Google and ChatGPT?
Yes. A complete website in several languages, with clear information and active reviews, is exactly what Google and AI search engines use to decide which course to recommend. We work on it as part of SEO and GEO positioning.