A New Digital Front Door for Berkeley Hills

For more than six decades, Berkeley Hills Country Club has been a fixture in Duluth. It’s a club built on relationships, tradition, and a course that’s tested generations of golfers. Today, that same spirit has a new home online.

The club has launched a completely redesigned website. It’s built to reflect what Berkeley Hills actually feels like to walk into: welcoming, established, and built around its members.

Why Now

A website redesign is rarely just a website redesign. Indeed, for a club with Berkeley Hills’ pedigree, it’s a statement of intent. So we put the question to the club’s leadership: why now, and what was this new digital front door meant to accomplish?

“When visiting the new website, we want guests and prospective members to quickly conclude that BHCC is a welcoming and inclusive private club culture where the love of sport, community, and camaraderie are of equal focus. Our golf course is the showpiece, and the quality of our conditions and layout relative to location and value is unmatched in the North Atlanta metro. Whether golf, tennis, or pickleball, BHCC offers equal means of observing and participating from our rear patio and pavilions.” — Berkeley Hills Leadership

The vision continues with a sense of pride. On how the new site squares with the club’s longer view of itself, leadership spoke in the language of stewardship as much as strategy:

“Berkeley Hills’ new website continues to build on tradition and our legacy of friendly and competitive golf while showcasing our amenities with a fresh and modern look.”

“As we continue to refine the new site, our goal is to meet members where they prefer to interact, including optimization for smartphone use and our Whoosh! integration to make booking tee times, racquet courts, and accessing billing details easy and straightforward. Our goal is to make learning about BHCC amenities and events easy while removing friction in daily interactions.”

The timing, as it turns out, is no coincidence. In other words, the new site is the visible edge of groundwork laid well behind the scenes.

“The new website signals BHCC’s forward-thinking mindset at the leadership level, and culminates from recently modernizing our marketing and accounting systems to unify the member experience and improve transparency and speed of transactional reporting,” leadership noted.

It represents a renewed commitment to showcasing BHCC in the best possible light for guests, prospective members and ongoing member engagement – one entry in a longer ledger of investments the club continues to make in its infrastructure and its members’ experience.

And when asked what they ultimately hope the site conveys, leadership’s answer reads less like a mission statement and more like a promise kept:

“We expect the new site to signal BHCC’s commitment to the future in private club membership while acknowledging our tradition of high-quality golf and racquet sports facilities, coupled with an accessible and relaxed atmosphere our members consider to be a home away from home.”

Built With Members in Mind

No redesign worth its salt is shaped in the boardroom alone. It’s shaped on the ground, by the people who actually walk the clubhouse halls and tee it up on weekends. For that perspective, we turned to the club’s Membership Committee.

Asked how the new site changes the way prospective members first encounter Berkeley Hills, the committee’s answer paired discoverability with storytelling:

“Adding a modern website and Google indexing frameworks, leveraging SEO and AIO strategies, and incorporating ‘Member Stories’ blog posts will improve discoverability in initial search results, backstopped with a clean, modern look for our website that resonates with guests’ and prospective members’ expectations in anticipation of their first visit to our property. Our aim for Member Stories is to both capture and archive our history while building a repository of relatable experiences that reinforce BHCC’s commitment to blending fun and competition.” — Membership Committee

For someone who has never set foot past the gates, the new site is built to close that distance before they ever arrive.

“The new site offers a much more comprehensive overview of our facilities, and especially showcases the golf course with new photography and hole-by-hole overviews to help build excitement for those who are yet unfamiliar with BHCC,” the committee shared.

But a screen can only carry a club’s character so far. No gallery of images fully replaces the feel of a clubhouse on a Sunday afternoon. It’s a tension the committee met head-on:

“Reinforced by our new social media strategy, prospective and existing members are able to quickly envision how they will connect to BHCC’s culture through our website imagery, Member Stories blog and ongoing Facebook and Instagram presence.”

And in the end, the site isn’t built to be admired from a distance. It’s built to move someone to act.

“We want visitors to clearly understand how to contact the Membership Director for exploring membership, as well as gain a sense of our atmosphere through the Member Stories and associated cross-posts to events via social media,” the committee said. “The hope being that anyone who lingers and likes what they find will initiate outreach to our Membership Director for more details and to schedule a property visit.”

What Members and Visitors Can Do on the New Site

The new site is simply a sharper piece of equipment. It puts the club’s amenities within easier reach, in the pocket, between shots.

A quick glance:

• Mobile-first design, built for members browsing or booking on the go
• Whoosh! integration, making it simple to book tee times and racquet courts and manage billing in one place
• New photography and hole-by-hole course overviews, giving golfers a real sense of the layout before they ever play it
• Member Stories, an ongoing blog built to archive club history and spotlight member experiences
• Tighter social media integration, connecting the site to the club’s active Facebook and Instagram presence

A Site That Looks Like The Club

After all, no photograph has ever fully captured the feel of a well-struck approach settling on a green the way Berkeley Hills presents them.

But the new site comes closer than the old one ever did.

We asked: what can the new website introduce people to, but they need to experience in person to truly understand?

The committee sounded very clear:

“The quality, difficulty, pace of play and walkability of the course sit at the very center of the club’s identity. Berkeley Hills prides itself on four-hour rounds, whether walking or riding, and plenty of members still choose to walk, no small thing in a metro area where residential layouts and pace-of-play demands have quietly priced walking golf out of so many clubs. In recent years, the course has been restored to a condition that exceeds even the reputation it carried in its best stretches between 2013 and 2021. Ask any long-standing member, and the answer comes back nearly word for word: “the course is in the best condition I’ve ever seen – the kind of claim that members will tell you, has to be walked and played to be believed.”

We dug a little deeper, and one answer brought it all together.

If a current member were showing a prospective member around Berkeley Hills, what should the new website help that person understand before they arrive?

“For a golf-minded prospective member, the hope is a simple, visceral reaction: here is a course that never goes stale, with practice grounds, routing and conditioning sharp enough to genuinely sharpen your game in return. As members like to say, “Berkeley’s handicap travels well” – score here, and you can carry that number with confidence to any course you play next,” quipped the Committee.

That is precisely the feeling the new site’s photography and hole-by-hole breakdowns are built to carry across the screen – the course as the club’s true showpiece, rendered the way its members actually experience it, shot by shot.

Looking Ahead

The new website is less a finish line than a new stretch of fairway. It’s the latest marker in an ongoing investment in Berkeley Hills’ infrastructure and the experience of belonging to it. That investment runs alongside recent upgrades to the club’s marketing and accounting systems.

Whether a member is mulling over a tee time slot from a phone in the parking lot, catching up on the latest Member Story, or a prospective member is stepping onto the site for the very first time, the intent holds steady: make Berkeley Hills easy to find, easy to move through, and unmistakably, recognizably itself.

Explore the new Berkeley Hills Country Club

From tee times to Member Stories, see what’s new at Berkeley Hills Country Club. Visit the new site.