Changing the game with Russell Heritage

And it’s an eclectic bunch. Not so much “butcher, baker, candlestick maker” – it’s more “recruiter, restaurateur, pet food maker.” Or if you’re feeling festive already, “caterer, reindeer, gift retailer.” Could it be more eclectic? How about… I don’t know… how about a PGA Golf Professional? Well, it just so happens…

Long time loyal client and PLOTT-friend Russell Heritage is a pro-golfer and YouTube star with a huge following. We’ve worked with a fair few pro golfers, as our MD Anna is a keen amateur golfer. She met Russell for some lessons at Four Ashes Golf Centre. Fortuitously it turns out, as Russell was in need of brand work and his own website. Well, Golf has ever been about mixing business with pleasure. And so we’ve been working with Russell for some years now. We created his brand and developed his website, allowing fans to purchase online lessons and interact directly with Russell. 

His continued success online led him right back to PLOTT, with an idea for a subscription feature. The plan was to allow Russell’s followers to pay a small monthly fee. This would give them access to exclusive training ‘drills’ – designed to elevate their game.

Russell himself is a calm professional and patient teacher. These are likely key attributes for a pro golfer. But the website would need a strong sales message, and it’s fair to say that Russell isn’t a natural salesman. Well, thankfully he’s got PLOTT. Our websites are professional-grade software built with performance and SEO in mind. Besides which, Russell’s 155,000 strong (and growing) following would provide traffic. But traffic doesn’t necessarily mean conversions – we would need to turn visits into sales.

Among Russell’s exclusive video series you’ll find “The Five Fundamentals.” These are the five drills serious golfers should do over-and-over to improve their game. Similarly PLOTT decided on a five-step approach. 

1. A professional photoshoot to show Russell in his natural habitat – as fans are buying Russell, essentially.
2. Pithy, impactful sales focussed copy to explain the membership efficiently, and to galvanise visitors.
3. A new user journey, with an improved user experience. We slickened the shopping process, making it easy for visitors to hit the ‘join now’ button.
4. An in depth re-design of the website front-end to facilitate all of the above into something beautiful and professional, that radiates trustworthiness.
5. Bespoke programming to create a members-only area with subscription management, access to the categorised video library and repeat monthly payments.

The result has been transformative. This wasn’t a full rebuild, it was a retrofit to Russell’s existing website framework (also built by PLOTT). But it sure does look new and fresh and exciting. Already proving popular the website is off to a flying start, taking over eighty orders in the 12 days since going live.

Russell is a busy man, creating weekly YouTube content, teaching, and spending time with his young family. And so he places a lot of trust in us. We never take this for granted. Instead we knock it out of the park – which is something Golfers should never do.