Alex Surf Club

Website & SEO Overhaul for Sunshine Coast Giant

An iconic Sunshine Coast brand, Alexandra Headland Surf Life Saving Club, has transformed its outdated digital presence into a sleek, mobile-first experience.

Saving Lives, Serving Community

Located on Queensland’s Sunshine Coast, the Alexandra Headland Surf Life Saving Club is a local landmark. Beyond its life saving duties, it operates a popular bar, restaurant and event space, providing entertainment just steps from the ocean.

“White Peak Digital offered an innovative approach in designing a seamless navigation menu between multiple business assets and brands. The team were quick to assist with the installation of an AI chatbot and created a unique design brief that the club was impressed with – all whilst staying within budget and revision rounds.”
— Jacob, Marketing Manager at Alex Surf Club

April 2025

Collaborating with Alex Surf Club on this project has been an exciting and fulfilling journey. We have achieved great results together and we’re eager to build on this momentum moving forward. If you’d like to achieve similar results, get in touch with our team today.

The Challenge

Outdated & Underperforming

When Alex Surf Club approached our Sunshine Coast web design team, their website was outdated and hard for their customers to navigate.

Built on the Wix platform, it had become slow, difficult to manage and confusing for users. The design no longer reflected the professionalism or energy of the club and the site’s performance was actively deteriorating.

The new website needed to address these issues permanently while merging two unique brands into one cohesive digital experience.

The Solution

Clarity by Design

To tackle the complexity of merging two distinct brands, life saving and hospitality, into a single website, we kicked the project off with a discovery phase. This included a competitor analysis and strategic mapping of the user journey to ensure the final experience would be clear, intuitive and aligned with how visitors actually use the site.

We completely rebuilt the website from scratch giving it a fresh look that reflects the vibrancy of surf life saving and the red and yellow colours we’ve all come to know so well. Using WordPress as the backend content management system (CMS), we created a flexible, easy-to-manage platform with distinct areas for life saving operations and venue services.

The new design delivers a clean, mobile-responsive interface with simplified navigation, making it easy for users to find what they need. We also integrated a more powerful customer relationship management platform and blogging system to streamline updates, improve event promotions and boost communication with members.

From showcasing upcoming events to making table bookings or learning about community programs, the Alex Surf Club website now supports every aspect of the organisation’s goals.

The Results

Making Waves Online

Since going-live with the new and improved Alexandra Headland Surf Life Saving Club website, there has been a significant uplift across key digital performance metrics. Website traffic has surged with a 54% increase in visitors over the first 28 days, organic search impressions climbed 71%, while organic traffic from Google skyrocketed by 132%!

Beyond the numbers, the improved site experience has made it easier for members to access essential information and for visitors to engage with both the club’s life saving and hospitality services. This transformation has positioned Alex Surf Club for sustained growth by uniting community, safety, and service under one streamlined digital platform.

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