The Belfry Website Redesign
The Belfry Hotel & Resort is an iconic resort in the Midlands where guests can enjoy exceptional golf, indulgent spa treatments, exquisite dining and memorable stays. Already synonymous with world-class golf as a four-time host to the Ryder Cup, the resort recently completed a transformative multi-million-pound expansion and embarked on a journey to become the leading business and leisure resort destination.
The development almost doubled the resort's size, introducing the brand-new Brabazon House wing with 149 bedrooms, 'The Club' - a state-of-the-art fitness and leisure centre featuring everything from reformer Pilates studios to a 25-metre lap pool, and 'The Masters Suite', a 852sqm events space capable of hosting up to 920 guests.
The Belfry appointed Click2Convert as their website partner, ready to launch their new Belfry branding through a comprehensive website redesign project.
The Objective
The core goal was to drive website revenue through CRO-focused design while successfully launching and showcasing the new Belfry brand and experience to new guests . We needed to provide a superior user experience that made it easier for users to explore the new facilities and drove them naturally into the booking funnel.
The previous digital presence an outdated Umbraco backend experience, hindering content and component management for The Belfry marketing team at a critical time when they needed agility to launch the new brand and resort spaces. Therefore improving the Umbraco backend was also a key objective for the project.
The Solution
The redesign extended far beyond a fresh aesthetic, representing a fundamental reimagining of the guest’s digital journey:
- Visual Storytelling: Our creative strategy focused on articulating The Belfry’s refreshed identity across all digital touchpoints. We utilised sensory-driven design, refined typography, and evocative visual cues to elevate the brand experience. High-definition video and immersive photography invite users to envision themselves at the resort, transforming visual storytelling into a powerful conversion tool that builds desirability and confidence.
- Streamlined User Experience (UX): To manage the resort's diverse offerings without overwhelming guests, we implemented a sophisticated mega-menu and intuitive filtering. This allows for seamless navigation between key resort pillars with minimal friction. We also introduced an enhanced search function to provide instant inspiration. Our objective was to provide emotional clarity, ensuring guests understand the value and prestige of The Belfry through a frictionless discovery process.
- Mobile-First Experience: With over 70% of traffic originating from mobile devices, we prioritised a highly responsive architecture. Key elements, such as the bottom-bar menu and primary call-to-action buttons, were engineered for thumb-friendly accessibility. The frontend was further optimised for rapid load times, with rigorous testing across all screen sizes to ensure a premium, consistent browsing experience regardless of the device used.
- Content Modernisation: We refreshed the site’s narrative to honour The Belfry’s storied heritage while appealing to a new audience. Content is now structured as immersive stories rather than static pages, featuring cinematic hero moments and clean editorial blocks. This approach mirrors the elegant pacing of luxury print design, guiding the user through the resort’s expansion with sophisticated ease.
On the backend, we delivered a bespoke Umbraco CMS setup that gave the marketing team complete, efficient control over content management, allowing them to dynamically showcase the new Masters Suite, The Club, additional bedrooms and all the Resort has to offer, without relying on further developers.
Integrations
Given the vast scale of the newly expanded resort, the site acts as a powerhouse of integrations that seamlessly route guests to the correct booking pathway via a custom booking widget.
The Shiji booking engine drives core room reservations while One Journey handles the requirements of spa bookings. We integrated a ResDiary widget to handle increased demand across their dining venues, SKChase for gift vouchers, and HiJiffy live chat to provide instant guest support. All of these touchpoints feed directly into the For-sight CRM, providing a complete 360-degree view of the guest profile.
The digital infrastructure was aligned with GA4 standards, allowing the team to accurately measure the commercial impact of the new conversion funnels and track high-intent behaviour across the site.
The Results
- Direct Revenue: The improved funnel architecture resulted in a highly profitable 6% increase in direct revenue
- Traffic & Visibility: Users were able to find their content much faster, reflected in an efficient 6% decrease in dwell time whilst still dramatically increasing overall conversions
- Bookings & Conversions: Overall direct bookings grew by 29%, supported by a steady positive shift in the overarching site conversion rate.
“Partnering with Click2Convert during such a transformative period for The Belfry has been exceptional. With our multi-million-pound expansion and the launch of our new brand identity, we needed a digital presence that truly reflected our elevated guest experience. The team delivered a stunning, mobile-first website that beautifully showcases our new spaces whilst seamlessly integrating our complex booking systems. Not only is the bespoke Umbraco backend incredibly intuitive for our team to manage, but the commercial impact has been fantastic. ”
Gail Aldridge The Belfry Marketing Director
