A website for an indoor golf venue that caters to everyone

The problem

SKRATCH Golf is a bar in Birmingham's Jewellery Quarter with simulator golf bays, interactive darts, a VIP suite and live sport on the screens. Its old website ran on a template builder and read as a site for golfers only, and enquiries, from a birthday to a corporate day, reached the team unsorted. The owners' brief was short: a site that caters to everyone, not just golf.

The design process

We started from the venue rather than a template. The colours are SKRATCH's own: near-black and a rose-gold sampled from the logo, set on a warm cream so the pages feel calm rather than loud. The reference was the quiet, scroll-led style of a Swiss golf studio, applied to a bar that also sells darts and football. The headline face is SKRATCH's own brand stencil, which replaced the first serif we tried, paired with a plain sans for reading.

Every page was given one job and one main action. Midway through, the owners asked for a reframe so the site would welcome people who have never swung a club. The home page was rebuilt to lead with the night out, a What's On listing was added, and prices moved onto the pages where people make the decision.

What we built

• A page for every offer. Golf bays, darts, the VIP suite, lessons, membership, events, Christmas parties, corporate days and gift vouchers, each with one clear action.
• Offers that switch themselves off. A time-limited offer shows across the site, then hides itself on its end date without anyone having to remember.
• A What's On listing of the live sport on the screens, so there is a reason to come for the football as well as the golf.
• One enquiry form for nine kinds of request, plus event sign-ups with limited places.
• Prices held in one place. Membership tiers, hire prices and offers each live once and are matched to the booking platform, so a change is made once and shows everywhere.
• Consent first. The interactive map and analytics load only after a visitor agrees.

How it connects

1. Booking. Every "Book" button hands the visitor straight to the venue's booking platform, at the right place for what they chose.
2. Enquiries. Each form is sent to the CRM as a contact, tagged by kind and placed on a pipeline so the team can follow it up. A copy goes to the venue's inbox too, so nothing depends on one channel.
3. An AI layer on top. We set up an AI assistant for the team and connected it to both the booking platform and the CRM. Staff can ask questions of their own bookings and customer data in plain English. We walked the team through it and set it up with them.

What changed

• Before: enquiries reached the team unsorted. Now: each one is sent to the CRM tagged by kind, with a copy to the inbox.
• Before: the site read as golf only. Now: it sells darts, live sport, parties and corporate events as well.
• Before: bookings and customers sat in two separate systems. Now: the team can question both through one AI assistant.

Next: the app (concept)

We have also designed a concept for a SKRATCH app: booking a bay or the darts in a few taps, what's on at the venue, and membership in your pocket. It is a design concept, not a live app.