How SkiClub could beat Inghams – Website Review

This is the first post in a series of free ski website reviews. In this review I take a look at the homepage of one of the highest traffic ski websites in the UK – – and suggest 3 ways in which to improve it.  I’ve based these around some of the ideas in our forthcoming SnowBistro Ski Website Review Template.

Improve mobile experience

Iain at SkiPedia recently compared Inghams, Ski Beat and Le Ski in terms of the best ski industry mobile experience and suggested that other sites looked at were not as impressive. The SkiClub site only scores 61/100 for user experience on mobile as it is not responsive – the full version of the site is displayed on the mobile screen meaning the text is very small. This is in comparison to 95/100 for Inghams and 97/100 for this site.

Screen Shot 2014-07-25 at 11.46.07Screen Shot 2014-07-25 at 12.51.55Screen Shot 2014-07-25 at 11.50.48

Target the Call To Action

Every landing page needs a clear, single call to action – for this post it’s signing up to our forthcoming Ski Website Review Template mentioned in the first paragraph above and at the end. In the internet marketing space the logical extension of this is called a squeeze page which is what I created before launching this site whereby the only action was to leave an email address.

With the Ski Club site the main ‘above the fold’ call to action in the slider goes through to an ‘ask the experts’ page which is more than likely not the most valuable page to direct homepage traffic to:


With the Inghams homepage there is a clear call to action for taking you through to the most relevant deal based on your criteria with clear design and ‘discover’ call to action button.


Search Engine Optimisation

In a previous post I wrote about how Crystal Ski dominates in the search engines results pages (SERP) and how ski companies outside of the big players such as Inghams, Thomson and Neilson should not invest their marketing budget trying to rank for the highest (non branded) ski keyword “ski holidays” due to the high domain authority and large number of external linking root domains required. However even though the Ski Club currently ranks 50th in for “ski holidays” it has plenty of domain authority to be on the first page if it chose to redirect links to its ski holidays page.

For example, here is a comparison of the top ranking pages in for “ski holidays” vs the Ski Club: Screen Shot 2014-07-25 at 12.10.04 As can be seen the SkiClub only has 2 external sites pointing to the specific ski holiday page vs 342 of Inghams and therefore ranks on page 5 rather than page 1. However in terms of domain authority / number of external links the Ski Club has better metrics than Inghams and is right up their with Crystal meaning that it has potential to not just be on the first page but to be #1 in Screen Shot 2014-07-25 at 12.12.33

It would achieve this through on-site optimisation, writing content on external sites linking to that page and redirecting its existing link profile – all good ski SEO activities.