A rebrand and new website the members actually celebrated

The problem: a dated site nobody could update

Midweek Searchers had a website, but it was showing its age. Twelve pages in total, essentially static, and awkward enough to edit that it had drifted out of date. As the admin put it when sharing the new one: the old version was very hard to edit, so essentially static and out of date.

For a club that relies on attracting responsible new members and, just as importantly, earning the trust of landowners, that first impression was doing real damage.

What I did: rebrand, rebuild, and a clearer structure

I rebranded the club and rebuilt the site with a modern, editorial feel that matches what the club is actually about: history, best practice and a well-run community.

The structure was designed around the two audiences that matter. Prospective members get a clear route to join and to understand the club's principles and code of conduct. Landowners get their own dedicated information, so permission conversations start from a position of trust.

Recorded finds, featured stories and a field notes gallery give the club something living to show, and the site is now straightforward for them to keep current rather than frozen in time.

SEO: found by people searching for a club

Alongside the redesign, the site was structured for local search, so the club is visible for the searches people actually use when looking for somewhere to detect across Hampshire, Wiltshire, Sussex and Surrey.

Search Console now shows the site holding position 1 for the high-intent "near me" searches that bring in new members:

• "metal detecting clubs near me" - position 1
• "metal detector clubs near me" - position 1
• "detectorist clubs near me" - position 1
• "metal detecting digs near me" - position 1
• "metal detectorists near me" - position 1
• "midweek searchers" - position 1, with a 60% click-through rate

What that looks like in the numbers

In a recent 28-day window the site drew 15 clicks from 111 impressions at an average position of 5.7 in the UK, with the homepage alone converting at a 16% click-through rate from an average position of 6.6.

Interior pages are pulling their weight too: the about page averages position 2.5, the other clubs page 4.9, and the code of conduct page appears for its own searches rather than relying on the homepage. Two thirds of the traffic is mobile, which is exactly why the rebuild was designed mobile-first.

These are early numbers on a brand new site. The pattern that matters is that the club owns the searches its future members are actually typing.

The reaction: the members said it best

The real test was the club's own group. The admin posted the new site and asked for honest feedback, good or bad. What came back was 103 reactions and 32 comments, overwhelmingly positive:

• "Excellent and very professional. Well done and thank you everyone." - David
• "Great work. The site is very informative and easy to navigate on my iPad. Not all websites are iPad friendly." - Perry
• "This is fabulous. So professional and says everything about why it's such a fantastic group." - Cathy
• "Looks very professional and highlights the importance of trust and adherence to the detecting codes. Pleasing to the eye, easy to navigate." - John
• "Excellent website fit for an excellent group!" - Stephen
• "So clean! Well done to all involved. Excited to spend some time looking at the gallery." - Travis

Why it matters

Feedback from a client is one thing. Feedback from dozens of their members, unprompted, is another. It tells you the site is not just attractive to the person who commissioned it, but genuinely clear and usable for the people it was built for.

That is the standard I aim for: a site that looks the part, is easy to run, and that the community behind it is proud to share.

Want the same for your club or business?

If your website is dated, hard to edit, or simply not being found, that is exactly the work I do. Have a look at the web design and SEO service, or get in touch and we will talk it through.

Before and after

Before

After

The proof: before, and what the members said