Internal SOPs
Website Request Process
The standard operating procedure for submitting, prioritizing, and completing GolfBack website requests while protecting quality, consistency, and client-facing standards.
When to use this resource
Use this SOP when an Account Manager, client, or internal team member needs a website update, proactive improvement, urgent fix, or larger website change submitted through the official request process.
Policy and purpose
To keep client websites consistent, efficient, and aligned with GolfBack standards, all website edit and improvement requests must be submitted through the Website Request system. Account Managers are responsible for identifying client needs, gathering accurate information, and submitting clear requests. The Website Designer is responsible for execution, design consistency, QA, and maintaining GolfBack website standards. Urgent client-facing issues should be prioritized first, while proactive growth opportunities should be reviewed and scheduled based on revenue impact, client priority, and website team capacity.
- No major website edits should be made outside the approved request process.
- This process keeps website updates organized and prevents requests from living in scattered emails, Teams messages, or side conversations.
- Every website request should be clear, trackable, prioritized, and completed to GolfBack standards.
Who this SOP is for
This SOP applies to the people involved in requesting, reviewing, and completing website updates.
- GolfBack Account Managers
- Website Designer
- GolfBack team members submitting website updates
- Clients submitting direct website update requests
Website request forms
Use the correct form based on who is submitting the request so every update can be tracked in the same system.
- Account Manager Website Edit Request Form
- Client Website Edit Form
- Use the internal form when an Account Manager is submitting a website update, client request, proactive improvement, or standards cleanup.
- Use the client-facing form when a client needs to submit a website update request directly.
Core process
The website request workflow starts when a need is identified and ends when the request has been completed, reviewed, and communicated clearly.
- 1. Request is identified: requests may come from a client email or phone call, Account Manager review, monthly website growth check, AI Chat or content gap review, online growth opportunity, website QA issue, or a broken link, outdated detail, or urgent client-facing issue.
- 2. Request is submitted through the correct form: all website requests must go through the Website Request system. Conversations can happen first, but the actual request must still be submitted through the form.
- 3. Account Manager provides complete information: the request should include the golf course name, website URL or page URL, what needs to change, why it matters, exact copy when available, needed files or images, due date if one exists, whether the client should be notified, and any approval requirements.
- Account Managers should stay proactive in identifying opportunities that improve client websites, online visibility, golfer experience, and direct booking conversion.
- Requests should not live only in email threads, Teams messages, verbal conversations, text messages, one-off notes, or personal task lists.
- The Website Designer should not have to guess what the client wants.
Account Manager responsibilities
Account Managers own the client relationship and the quality of the request before it reaches the website team.
- Client communication
- Monthly website growth checks
- AI Chat and content gap reviews
- Submitting website requests
- Prioritizing client impact
- Gathering missing information
- Providing exact copy or files when available
- Reviewing completed updates before the client sees them
- Communicating completion to the client when needed
- Avoid sending vague website requests.
- Avoid asking the Website Designer to figure it out without enough context.
- Avoid requesting major changes outside the form.
- Avoid making random direct website edits.
- Avoid changing design layouts or site structure without review.
- Avoid sending scattered requests through multiple channels.
Website Designer responsibilities
The Website Designer owns execution and final website quality, and should use judgment when implementing requests so the site stays consistent and professional.
- Website execution
- Design standards
- Layout decisions
- Mobile QA
- Publishing
- Technical implementation
- Final website quality
- Maintaining GolfBack website consistency
- Flagging incomplete or unclear requests
- Keeping updates aligned with GolfBack standards
- The Website Designer may adjust layout, formatting, or structure to keep the website consistent and professional.
Priority guidelines
Requests should be prioritized based on client impact, with urgent client-facing issues handled first when possible.
- Urgent client-facing issues: broken booking links, incorrect rates, wrong phone number, wrong address, incorrect hours, time-sensitive event information, broken forms, major mobile display issues, or other incorrect client-facing information.
- Revenue and conversion updates: membership page updates, outing or event inquiry improvements, wedding or banquet content, booking CTA improvements, Daily Steals promotion, gift card promotion, instruction or lesson content, restaurant or dining updates, and homepage sections tied to revenue opportunities.
- Proactive growth improvements: adding missing FAQs, improving thin page content, adding AI-answer-friendly content, improving local SEO copy, adding Fast Facts sections, improving internal linking, adding missing service pages, improving content based on AI Chat questions, and clarifying rates, policies, amenities, or offerings.
- Nice-to-have updates: minor wording preferences, image swaps, small visual polish, non-urgent layout preferences, and general cleanup that does not affect client operations or revenue.
What makes a good request
A good request is specific, complete, and ready for the Website Designer to act on without unnecessary back-and-forth.
- Good example: Please update the Membership page for Dolphin Head Golf Club with the attached 2026 pricing. Replace the old 2025 pricing table. Add the new intro copy provided below. Update the CTA button to "Request Membership Information" and link it to sarah@dolphinheadgc.com. Client would like to review before it goes live.
- Poor example: Client wants membership updated.
- The poor request slows down the website team because it creates extra follow-up and uncertainty.
Required information and missing details
Every request should include as much relevant information as possible, and incomplete requests should be sent back for clarification before work begins.
- Course name
- Website URL
- Page that needs to be updated
- Description of requested change
- Exact copy, if available
- Files or images, if needed
- What should be removed or replaced
- Deadline, if any
- Client contact or approver
- Whether the client should be notified when complete
- Any notes the Website Designer needs to know
- If a request is missing key details, the Website Designer should send it back to the Account Manager for clarification.
- The Account Manager is responsible for getting missing information from the client or filling in the details.
- Common missing details include no page URL, no exact pricing, no flyer or attachment, unclear instructions, no approval contact, conflicting information, or a request that says only "update this" without explaining what should change.
Client-submitted requests
Clients may submit website updates directly through the client form, but those requests still need internal review and still must follow GolfBack standards.
- The request should be reviewed internally.
- The Account Manager should confirm any unclear details.
- The Website Designer should complete the update if the request is clear and appropriate.
- The Account Manager should review the completed update if client communication is needed.
- The client should be notified when appropriate.
- Clients may request a change, but the Website Designer is responsible for implementing it in a way that keeps the website clean, professional, mobile-friendly, and consistent.
Proactive website improvements
Account Managers are encouraged to submit proactive website improvement requests instead of only reacting to what clients ask for directly.
- Opportunities may come from monthly website checks, AI Chat questions, client review preparation, Google Business Profile observations, content gaps, missing revenue pages, SEO opportunities, booking conversion issues, or outdated or incomplete content.
- The goal is to help clients grow online, get more direct bookings, improve revenue opportunities, and create better golfer experiences.
Monthly website growth checks
Account Managers should periodically review client websites for growth opportunities, content gaps, booking friction, and missing revenue opportunities.
- Booking conversion: Is Book Tee Times easy to find? Are booking links working? Is the CTA visible on mobile? Is the golfer being sent to the correct direct booking path?
- Content gaps: Are rates easy to find? Are hours accurate? Are membership details clear? Are outing, event, dining, and instruction pages complete? Are FAQs missing?
- AI Chat and AI answers: Are golfers asking questions the website does not answer? Are repeated questions showing up in AI Chat? Does the website need better FAQ content? Are policies, pricing, amenities, or programs unclear?
- Online growth: Are important pages thin? Are local search terms supported? Does the content help answer common golfer questions? Are important offerings missing from the site?
- Revenue opportunities: Is there a membership CTA? Is there an outings inquiry CTA? Is instruction promoted? Are events or banquets promoted? Are restaurant and dining opportunities clear? Are GolfBack revenue features promoted where appropriate?
Website standards
All updates should support GolfBack website standards before anything is published.
- The update looks clean and professional.
- The layout works on mobile.
- The page remains easy to scan.
- Buttons and CTAs are consistent.
- Booking links are correct.
- Images are properly placed.
- Old or conflicting content is removed.
- Headings are clear.
- The content supports SEO and AI readability when appropriate.
- The website still feels consistent with GolfBack standards.
Review, completion, and communication
Requests should move through a standard review and completion flow with clear communication between the Account Manager and the Website Designer.
- Standard flow: request is submitted, Website Designer reviews the request, missing details go back to the Account Manager, Website Designer completes the update, Website Designer performs QA, Account Manager reviews if needed, client is notified if requested, and the request is marked complete.
- Account Managers should communicate what the client wants, why the request matters, any deadline or urgency, whether the client needs approval before publishing, and whether the client should be notified after completion.
- The Website Designer should communicate when information is missing, when a request may affect website standards, when a request is larger than expected, when the update is ready for review, and when the update is complete.
Major website changes
Major website edits should not be made casually or outside the formal request process because they affect standards, workload, and client outcomes more broadly.
- Examples include new page builds, homepage redesigns, navigation changes, form changes, booking flow changes, sitewide design changes, plugin or tracking script changes, large content restructures, and changes affecting multiple pages.
- Major changes should be reviewed before work begins to make sure they align with client goals, GolfBack standards, and website team capacity.
Simple rule
No major website edits should happen outside the approved Website Request process. If the work is not in the form system, it is not ready to be prioritized or completed.
Related resources
GolfBack Team Wiki — Internal use only. Back to home