PerryGolf Website Modernization — Workshop
Two working days at Industrious to lock the CMS workflow, custom-tour content, analytics, design direction, and the launch plan.
One goal sits above every session: the site exists to generate leads and enquiries from qualified buyers. Everything we build serves that, in this order — CMS first, then speed, then design. For each decision we’re asking how it moves that number, not working through a list of page edits.
- What lives in the CMS versus PGGO, and who owns each field?
- Which supplier pages stay at launch, and which are retired?
- What is the lifecycle of a PYOT quote?
- Who is responsible for updating content on the website?
- Read: the pre-reads — Content Strategy, Positioning, and Search Performance — plus the executive design summary. Note your questions and your top ten changes to the current site.
- Review: Review the staging site and mark down any questions
Read these before you arrive
Four short briefings sit behind this agenda. They exist so the room spends its time deciding, not catching up — each opens with an executive summary, so skim that if nothing else. Come ready to confirm or push back on what each one recommends; every one feeds specific sessions below.
The 16 buying questions Google surfaces on our five core commercial searches — the things people ask before they enquire, pulled from the GSC and GA4 analysis. Google's AI answers all 16 today using other companies' numbers; we answer none. The play: answer them on the pages that already rank (not 16 new blog posts), so more of that traffic turns into enquiries — plus where testimonials and reviews belong.
Feeds Day 1 CMS 2 (the Q&A component and tagged reviews) and the Day 2 design placement.
The brand essence, the one-sentence AI description, the questions we want to own, the misconceptions to correct, and the differentiators to always lead with. (Captured a year ago — reference context, worth a sanity-check.)
Context for the Day 1 goals and the Day 2 design and content decisions.
The full organic-search picture — every section, query cluster, and page — and where PerryGolf wins, loses, and wastes effort.
Context and evidence for the Day 1 analytics walkthrough and the supplier-retire decision.
The SEO/AEO and lead-generation plays, each baselined against the search data: the winnable commercial terms, programmatic product-by-destination pages done with depth, and the lead-capture mechanics (specialist CTAs, save-your-results, notify-me alerts, abandoned-enquiry recovery) matched to where visitors already dwell but have nowhere to go.
Feeds the Day 2 quick-wins and conversion discussion, and parks design/lead-gen ideas so the Day 1 walkthrough stays on track.
Design direction, the legacy-vs-new compare, template priorities, and the ranked fix list.
Feeds the protected Day 2, 9:10 design review.
Kickoff, ground rules, and the scope question
Scope & plan- The goal the site serves: leads and enquiries from qualified buyers. Build priority in that service: CMS, then speed, then design.
- Design ground rule: design can come up in any session today; it goes on the design board, one named person owns the board, and the board becomes tomorrow's 9:10 agenda.
- The new design needs no new data from the CMS, which keeps UI and layout changes straightforward.
CMS 1: editorial workflow, roles, and the PGGO boundary
CMSHands-on · everyone in Studio- The daily loop, done hands-on: create, edit, preview, publish, unpublish, revert to a previous version.
- Draft privacy, and shareable preview links for someone without a Studio login.
- Roles and permissions against PG stakeholders: who publishes, who only drafts, who approves (Sasha, Val, and anyone else who touches content).
- Scheduled publishing, and how sold-out or cancelled state is handled.
- Output: the named workflow list Sasha confirms in writing.
CMS 2: content model, components, and AI-assisted drafting
CMSHands-on- Walk through document types and confirm the list is complete: destination, trip/departure, cruise, ship, cabin, itinerary, venue, post.
- Reference fields and reuse: how a departure links to a ship, a destination, and venue write-ups. Where one edit should propagate, and where it should not.
- Page sections in practice: hero, cards, feature, FAQ, editorial, CTA, destinations. Reordering and reusing blocks.
- Two component decisions other sessions depend on: a question-and-answer block on the destination, cruise, and tee-times templates; and a linked-trips module for venue detail (the supplier-page decision at 3:30 depends on it).
- Testimonials and Google reviews as a tagged document type, not text pasted into a page. Tag each review by destination, trip type, and tour ID so it surfaces automatically on the matching pages. Decide here so it can be designed tomorrow.
- Which pages are template-driven versus ad hoc, and who can create a new page.
- AI-assisted exercise — build a new small-group tour departure end to end: start from a Word or GPT document, turn it into a CMS draft, then finish it by hand. Time it, to set a benchmark for how fast publishing should be.
- What the model needs for a clean map: field names matching the content model, required versus optional fields, length limits, and images referenced rather than embedded.
- What stays manual: image selection and rights, pricing, and fact-checking course and ship detail — a verification step so wrong facts can't reach a published page.
- The review gate: a draft never auto-publishes. Confirm who reviews and how the CMS enforces it, and name an owner for the queued cruises and tours.
- Output: content-model gaps, an agreed component list, a time-to-publish benchmark, and a written prompt and template spec for AI drafting.
Custom tours (PYOT) deep dive
Custom toursMain focus- Context: about 250 “Price this Tour” submissions a quarter come from 31 itinerary pages on roughly 240 organic clicks — high value per page, little search visibility.
- Structure and pricing stay in PGGO; marketing content moves to the CMS. A one-way import creates a draft and never overwrites published content.
- Walk one custom tour end to end, from PGGO quote to live page.
- Compare against content rich sites like Heritage Golf Travel
- What pages are missing ie Cruises in Spain (currently defaults to Trip Finder)
- Decide whether itinerary pages are made independently indexable and linked from their matching destination page, and name that in or out of scope.
- PYOT Email Redesign
Analytics and SDR walkthrough
Analytics- Walk the SDR gap list line by line; anything not closed here gets an owner and a date.
- Fix the attribution problem: 1,113 of 1,474 key events fire on the contact-success page rather than the page that earned the enquiry. Agree the corrected event model.
- Decide what to do about Direct traffic — 54% of sessions at a 13-second average seems botish: bot filtering, internal-IP exclusion, spam-referral exclusion.
- Discuss how we want to handle bots in general
Supplier pages, Trip Finder, and the retire list
Scope & planDecision session- The supplier numbers: 849 profiles, ~167 organic clicks a quarter, zero enquiries, and Search Console has only ever shown impressions for about 432 of them.
- Confirm which supplier pages, if any, exist at launch.
- Flag that retiring pages needs an explicit exception to the page-for-page parity requirement.
- Trip Finder: 1,885 crawlable permutations handled by two blanket rules. The cruise filter view takes 581 organic and 486 paid sessions and converts zero; /calendar.php has the best engagement on the site at 2m07s and 18% bounce. Decide whether paid search should show Trip Finder pages.
- Discuss trip finder best practices (each trip finder variation should not be searchable
- Output: a named retire list and a named promote list.
Scope, change orders, and design-board handoff
Scope & plan- Read the design board aloud and confirm nothing is missing — it's tomorrow's agenda.
- Confirm any scope changes and their cost and timeline impact.
- Open questions before Day 2.
Recap
Scope & plan- Reset priorities, confirm Day 1 owners, and put the design board on screen.
Design review
DesignProtected session · 85 min- Start from the design board built during Day 1; everything raised yesterday is addressed here.
- Walk the /compare tool: legacy versus new, side by side.
- Readability for the target audience: type size, contrast, clear buttons, tap targets.
- Navigation, layout, brand prominence, carousels versus grids, mobile behaviour, colours and calls to action.
- Two templates that need explicit time: the Open reference template, which takes 76% of organic clicks and currently has no offer, no email capture, and no next step; and the destination template, which holds the question-and-answer component agreed yesterday.
- Where testimonials and Google reviews appear on each template. Decide placement per template. Highest priority is the Old Course tee-times template, which ranks 2–4 for “authorised provider” searches, where visitors are checking credentials.
- Timebox: the facilitator calls time on any single item at eight minutes and moves it to the ranked list.
- Output: a ranked fix list and design direction that can be approved in writing.
Where content lives: page depth versus blog
AI & content- The finding: the 16 buying questions Google surfaces on our core commercial searches — identified in the GSC/GA4 analysis — all map to four existing pages; writing them as blog posts would create 16 URLs competing with those same four pages.
- Agree the rule: if a question maps to a page that already ranks, answer it on that page; the blog takes what has no page home.
- Confirm the four pages that absorb the questions, and that the question-and-answer component is on those templates.
- Agree what the blog is for, at a realistic cadence. The blog architecture still gets built; this only changes what goes in it.
- Decide subdomain versus subfolder. blog.perrygolf.com isn't in the Search Console property today, so its performance is invisible and its authority doesn't accrue to perrygolf.com.
- Decide the pricing question: six of the 16 questions are about cost, and Google answers all six today using third-party numbers.
- Testimonials and reviews: a page, or distributed onto the pages where people decide? Recommendation is both, weighted to distribution. Decide how reviews get into the CMS, since republishing Google reviews at scale has API and caching terms to check.
- Name the owner for SEO content.
Project plan, milestones
Scope & plan- Confirm the dates: scope lock Sep 17, staging Nov 1, UAT Nov 1–8, target go-live Dec 1.
- Are the Oceana and Scenic launch dates realistic? Retiring the old AWS system. What PerryGolf provides, and by when.
- Protect the weekly stakeholder meeting.
Owners, decisions, and close
Scope & plan- Who does the work as content grows: Val's role, Sasha's capacity, owners for editing, writing, images, and approvals.
- Confirm every decision has an owner and a date.