Website case study

Inverell RSM Club, Inverell

Clubs don’t stand still. They evolve.

Over time, venues expand their offering, add new facilities, introduce new services and adapt to what their members and community want. But one thing we see often is this: while the Club grows, the website doesn’t always keep up.

That was the situation at Inverell RSM Club.

A long-time Axis IQ website client, Inverell RSM already had a solid online presence. But as the Club’s offering expanded over the years, the site structure no longer reflected the full scope of what was available, or how people were actually using the site.



This project wasn’t about starting from scratch. It was about stepping back, reassessing the user journey, and rebuilding the site from the ground up so it worked harder for today’s members, guests and visitors.

THE CHALLENGE

Inverell RSM’s existing website had done its job but it had become a product of gradual growth rather than intentional structure.

Key challenges included:

• A site structure that hadn’t evolved alongside the Club’s expanding offering
• Important information that wasn’t always obvious to first-time visitors
• A user journey that made sense historically, but not necessarily logically
• An aesthetic that no longer matched the modern, welcoming experience offered in-venue
  
  

The Club wanted a website that:

• Clearly showcased everything they offer
• Was easy to navigate for all user types
• Highlighted key attractions and services upfront
• Supported high-use functions like takeaway food ordering
  
  

In short, they wanted a website that felt as considered and user-friendly as the venue itself.

THE BRIEF

The brief was clear and practical:

• Restructure the website to reflect the Club’s full and diverse offering
• Improve UX (user experience) so information flows logically and intuitively
• Refresh the design with a clean, modern aesthetic
• Ensure key offers and services are immediately visible
• Make high-traffic actions (like takeaway ordering) easy to find and use
• Ensure the site was AI-optimised - that is just a given now for the Axis IQ team when building a new site! 

This was about clarity, usability and confidence (and a nice fresh new look too!).

OUR APPROACH

We began with structure.

Before any design work commenced, we reviewed the existing sitemap and content flow to understand how users were navigating the site and where friction points existed or critical information was missing.

From there, we:

• Rebuilt the site architecture so offerings were clearly grouped and easy to understand
• Simplified navigation to reduce unnecessary clicks
• Reorganised content based on how users think and search, not how information had been added over time
• Paid close attention to mobile UX, knowing the majority of users would be accessing the site on their phone

Once the structure was right, the design refresh followed naturally.



DESIGN & UX FOCUS

The updated design delivers a clean, modern look that still feels authentic to Inverell RSM.

Key UX considerations included:

• Highlighting important offers (all-day dining, live music, kids’ facilities, courtesy bus) near the top of the site
• Expanding upon the main menu to ensure the dropdown items covered all bases
• For the more visual user, clear visual hierarchy to guide users through the page to help them find what they were looking for
• Thoughtful placement of calls-to-action
• Ensuring takeaway food ordering appears in relevant places across the site, not buried in one section
• Tweaks to the mobile view of the website to ensure the user had a frictionless experience even on a smaller screen
  
  

Every decision was made with the end user in mind; helping members and guests quickly understand what the Club offers and how to engage with it.

THE RESULT

Inverell RSM now has a website that truly reflects who they are today.

The new site:

• Makes it easy for first-time visitors to understand the Club’s offering
• Allows regular users to quickly find what they’re looking for
• Supports high-use functions like takeaway food ordering
• Delivers a modern, welcoming first impression
• Provides a flexible foundation that can continue to grow with the Club
  
  

Most importantly, it works for the people using it every day.

"Alice and Leeanne helped us upgrade our website into a clean, modern site that’s much easier to navigate, with all key information presented clearly.

Every suggestion from our team was listened to and incorporated in the best possible way. Important offers like all-day dining, live music, kids’ facilities and the courtesy bus are now highlighted near the top of the site, so first-time visitors quickly understand what the Club offers.

Our website is heavily used for takeaway food orders, and the Axis IQ team ensured those options appear in the right places throughout the site, making the experience seamless for our customers.

A huge thank you to Alice and Leeanne for making the entire process smooth and stress-free. Their guidance, communication and attention to detail were outstanding, and the end result really speaks for itself.”

Kaitie Boney, Inverell RSM Club

With a large client base of Registered Clubs and pubs, and more than 28 years working alongside the hospitality industry, Axis IQ understands what venues need from a website not just visually, but practically.



Every site we build is designed with real user behaviour in mind, helping members and guests find information easily, engage confidently, and take action online.