Case study
Virtual Golf
Virtual Gold
A Custom Website Built to Drive Bookings and Scale
About The Client
Virtually Golf, founded by Steve and Ronnie in Lincoln, is redefining the way people experience golf. More than a simulator venue, it combines cutting-edge technology with food, drinks, and a social atmosphere that appeals to seasoned golfers, complete beginners, and everyone in between. Their vision is bold: to create a nationwide destination that celebrates modern golf culture.
While the in-person experience was thriving, their digital presence lagged behind. The original Squarespace website lacked the clarity, functionality, and control needed to manage bookings, showcase events, and drive growth. Unity Labs partnered with Virtually Golf to change that. We delivered a fully custom WordPress platform, designed for performance and conversion, that not only elevates their brand online but also equips them with the tools to scale their business.
Overview
Client:
Virtual Golf
Location:
Lincoln, Lincolnshire
Industry:
Leisure & Hospitality
Capabilities:
Website Design
Web Development
UI/UX & Prototyping
Branding
Hosting & Management
Website Care Plans
Technologies:
WordPress (Custom Build)
Advanced Custom Fields (ACF)
Elementor Pro (light use for flexibility)
MySQL
PHP 8.x
Impact
20%
More Bookings
+35%
Page Engagement
Stronger
Member Loyalty
The new Virtually Golf website has become a cornerstone of their brand — not just a digital front door, but a platform designed to drive bookings, boost engagement, and build loyalty. Every element, from the immersive video headers to the streamlined backend controls, was built with conversion in mind.
irtually Golf now has a web presence they’re genuinely proud of — one that reflects the atmosphere of their venue, supports their growth ambitions, and makes every interaction count.
Behind these results lies a careful focus on conversion optimisation:
Video headers capture attention immediately, showcasing the energy and excitement of the venue without requiring explanation.
Clear user journeys ensure that whether someone comes to explore, book, or join, they’re guided to take action quickly.
Clean backend access empowers staff to update content in minutes, keeping the site fresh without developer support.
The Challenge
Virtually Golf’s original website, built in-house, was functional but far from fit for purpose. It lacked the premium feel of the venue, created friction in the booking journey, and couldn’t scale with the business.
❌ Limited CMS
No easy way to update content, highlight campaigns, or showcase offers.
❌ Weak booking flow
Unclear steps caused friction and missed conversion opportunities.
❌ No event promotion
No structured way to spotlight gigs, tournaments, or seasonal activities.
❌ No member management
No tools to support loyalty, perks, or community engagement.
❌ Poor UX design
The digital experience didn’t reflect the premium in-venue brand.
❌ Lack of scalability
The platform couldn’t grow with the business or support future needs.
Our Approach
From the outset, our approach was centred on collaboration. Virtually Golf knew what made their in-venue experience special — our job was to translate that into a digital platform. By running workshops, prototyping features, and testing flows, we shaped a site that not only looked premium but converted visitors into bookings.
What made this project especially effective was the partnership with Steve and his team. They provided insight into customer behaviour, event priorities, and membership goals, while we brought structure, UX expertise, and technical execution. The result wasn’t a handover project — it was a shared build that truly reflected the brand’s ambition.
Discovery & Workshops
Sessions with the VG team to capture goals, customer journeys, and business priorities.
UX/UI Design & Prototyping
Wireframes and prototypes in Figma to validate layout, booking flows, and content structure.
Custom WordPress Development
Built with Advanced Custom Fields (ACF) for full flexibility, giving VG total control over content.
Conversion Optimisation
Streamlined booking flows, event promotion modules, and a loyalty-ready members’ area.
Handover & Training
Backend training for staff, ensuring updates could be made quickly and safely without developer input.
Discovery & Workshops
Sessions with the VG team to capture goals, customer journeys, and business priorities.
UX/UI Design & Prototyping
Wireframes and prototypes in Figma to validate layout, booking flows, and content structure.
Custom WordPress Development
Built with Advanced Custom Fields (ACF) for full flexibility, giving VG total control over content.
Conversion Optimisation
Streamlined booking flows, event promotion modules, and a loyalty-ready members’ area.
Handover & Training
Backend training for staff, ensuring updates could be made quickly and safely without developer input.
The Solution
Website
A fully custom WordPress platform, designed to convert curiosity into bookings - with tailored features for events, memberships, and promotions.
A fully custom WordPress platform, designed to convert curiosity into bookings - with tailored features for events, memberships, and promotions.
Hero Feature
An Experience that Speaks for Itself
Video headers and immersive visuals showcase the energy of the Virtually Golf venue, maximising awareness and communicating the brand before a single word is read.
Events that Drive Footfall
A custom-built events hub allows the team to spotlight gigs, promotions, and tournaments with filters, sliders, and categorisation for maximum discovery.
Loyalty that Scales
A members-only portal with leaderboards, perks, and exclusive events — designed to build loyalty and keep guests coming back.
Frictionless Bookings Flow
Frictionless Bookings Flow Through Appointed integration, guests can book simulator bays directly, with a smooth, mobile-friendly journey that reduces drop-off and drives conversion.
Testimonials
“Unovo didn’t just redesign our website — they transformed the way we connect with our customers. The new platform feels premium, just like our venue, and it finally gives us the tools to grow. From events to bookings to our members area, everything is easy for us to manage and simple for our customers to use. We’ve had amazing feedback from guests, and we’re already seeing the results in engagement and bookings. It feels like we’ve taken a huge step forward as a brand.”
Danny Carmichael
Managing Director
Ahlmark Shipping UK
“Unovo didn’t just redesign our website — they transformed the way we connect with our customers. The new platform feels premium, just like our venue, and it finally gives us the tools to grow. From events to bookings to our members area, everything is easy for us to manage and simple for our customers to use. We’ve had amazing feedback from guests, and we’re already seeing the results in engagement and bookings. It feels like we’ve taken a huge step forward as a brand.”
Danny Carmichael
Managing Director
Ahlmark Shipping UK
“Unovo didn’t just redesign our website — they transformed the way we connect with our customers. The new platform feels premium, just like our venue, and it finally gives us the tools to grow. From events to bookings to our members area, everything is easy for us to manage and simple for our customers to use. We’ve had amazing feedback from guests, and we’re already seeing the results in engagement and bookings. It feels like we’ve taken a huge step forward as a brand.”
Danny Carmichael
Managing Director
Ahlmark Shipping UK
What’s next?
Phase
Multi-Site Growth
Scalable architecture ready for new locations
Centralised content and booking management
Consistent brand experience across venues
Phase
Customer App
Native iOS & Android apps for members
Loyalty perks, leaderboards, and exclusive offers
Push notifications to drive engagement
Phase
Smarter Marketing
Deeper CRM integration for targeted campaigns
Insights on customer behaviour and preferences
Tools to personalise promotions and maximise ROI
