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AI at scale: Modernizing 150 country club websites through AI and automation

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At a glance

A client managing a nationwide portfolio of private country clubs partnered with Kforce to redesign 150 website properties to better support digital revenue-driving engagement, including membership inquiries and tour scheduling. Kforce implemented an AI-accelerated delivery model spanning UX strategy and design, content creation and deployment. The result is a unified yet flexible design system that scales across all 150 sites and delivers high-quality, differentiated content generated at scale. The AI-powered model reduced content creation timelines by 12–17x and compressed per-site deployment from four days to less than four hours. Through it all, the team optimized for SEO, AEO and GEO to ensure every club is discoverable across traditional search and emerging AI-driven channels. INDUSTRY Travel and leisure KEY SOLUTIONS Experience optimization; creative and design; marketing technology enablement; generative AI and knowledge assistants and agentic AI and intelligent process automation KEY TECHNOLOGIES Optimizely, Optimizely Data Platform, ChatGPT, Figma

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Robby Cloninger

MEET THE TEAM

Sr DirectorConsulting Solutions

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Aaron Travis

Sr DirectorSolutions Delivery

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ManagerSolutions Delivery

Ellen Oh

Challenge

The client faced the challenge of expanding digital revenue across its diverse portfolio of club websites. Additionally, they needed to ensure their digital presence remained discoverable to both potential members and emerging AI platforms, as humans turn to AI more frequently to research and compare locations.

Digital revenue underperformance

The scale of the challenge was significant. With each of the 150 clubs maintaining its own website, brand identity and target audience, the team was required to unify design and content without sacrificing individuality. The redesign needed to serve highly diverse audiences for properties ranging from luxury destinations to community‑focused clubs emphasizing golf, family amenities, social programming or wellness. Compounding the challenge, only two copywriters were responsible for producing high‑quality, differentiated content across all 150 sites.

Inconsistent branding and content bottlenecks

The client saw a clear opportunity to expand the role of digital in its business. At the start of the engagement, less than half of the company’s revenue originated from digital channels. Leadership wanted to shift that balance and make digital engagement a stronger driver of membership growth and private event business.

Solution

Kforce delivered an AI-accelerated redesign program grounded in usability science, UX research and future-ready content architecture. AI tools facilitated the large-scale redesign and maintenance of this ecosystem, helping the project remain within budget and meet scheduled deadlines.

AI-driven UX research and experience design

Before a single pixel was placed, the team did their homework. Kforce benchmarked the existing club sites against websites for "best-in-class" brands using a proprietary usability diagnostic model. This pinpointed in a consistent and measurable way exactly where navigation broke down and conversions stalled. AI tools reviewed hours of user feedback and interview notes to quickly surface patterns. These tools also analyzed club attributes and grouped similar properties into scalable site structures. The result is an upscale, frictionless design that intuitively guides visitors through the site whether they are booking a tour or exploring dining, events or membership.

Project outcomes

Strategic use of AI throughout the content creation and deployment process unlocked significant time savings.

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96%

reduction in launch time per club site with automation

Unified design system with flexible customization

Kforce delivered a unified design template supported by 31 new custom CMS components. This reusable framework provides a consistent, high-end digital experience while allowing each of the 150 clubs to showcase its unique amenities, market positioning and brand personality.

Eliminated content bottlenecks with AI

The team pivoted from manual copywriting to an AI-powered workflow, removing content creation as a bottleneck. This approach compressed more than two years of copywriting effort into approximately two months without adding headcount.

Reduced CMS build time at scale

AI, trained on the “gold standard” club site, was able to populate 1,258 CMS fields per site. This automation reduced several hours of manual development to approximately 20 minutes.

Discover the power of partnership

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Discover the power of partnership

The objective was not simply to increase website traffic. The client needed to identify and track metrics focused on improving the quality of engagement and driving conversions, such as scheduling club tours, submitting membership inquiries and booking private events.

Identifying the right metrics

Early on, the executive leaders raised an important concern about how digital discovery is changing. They were less worried about whether visitors could navigate the sites and more concerned about how future customers would discover the clubs through AI platforms like ChatGPT and Gemini. The goal was to ensure future members could discover clubs through both human navigation and AI-driven content summarization. Overall web traffic may decline, but qualified leads should increase.

rise of AI-driven discovery

AI-powered website automation at scale

Kforce created a scalable AI-powered process to enable the client to generate property-specific AI-generated copy with a single click. First, the team established a “gold standard” club site and trained AI on its structure and content patterns to create a trusted brand profile. This templated design framework provided a consistent foundation for generating accurate and compelling content. Then the team developed hundreds of engineered ChatGPT prompts that, with slight adjustments, could be used to generate unique, high-quality copy for each site. As a result, base sites fully populated with tailored copy and imagery could be generated instantly, allowing the client to scale rapidly without compromising relevance, performance or search visibility. AI systems also generated structured summaries of each club’s amenities, golf offerings, dining venues, event spaces and lifestyle experiences. Using this information and applying the brand profile and club’s voice and tone, a generative AI pipeline produced draft marketing copy and metadata rapidly and at scale. Human editors then refined for tone, accuracy and alignment with each club’s brand.

Digital discovery optimization

A key design priority was preparing the websites for emerging forms of digital discovery. The team structured the content architecture to support three complementary approaches. Search engine optimization (SEO) to help websites rank in traditional search results. Answer engine optimization (AEO) to ensure that AI assistants can extract clear answers to user questions. Generative engine optimization (GEO) to help generative AI systems interpret and summarize information about a brand when responding to complex queries. When a user asks an AI assistant to recommend private clubs near a city with golf, family activities and wedding venues, the redesigned websites are structured to deliver precise answers. Organizing content around amenities, experiences and location made it easier for both humans and AI systems to understand. Search engines and AI assistants can quickly interpret the site’s structure, extract relevant content, answer prompts and identify clubs that best match the user’s intent.

By applying AI across research, content production and development, Kforce helped the client transform their initial staff augmentation request into a fully modernized, revenue generating digital ecosystem. The client now has the foundation to quickly generate new club sites if and when properties are added. Additionally, restructuring the content to be optimized for search engines, AI assistants and generative AI systems keeps the club sites visible and accessible as users increasingly rely on AI tools to research and compare club experiences. This strategy positions the client to stay competitive as technology and user behaviors continue to change.

12-17x faster content creation

Content creation timeline compressed from 2+ years to about 2 months, without adding headcount

2 years

2 months

24x faster deployment

4 days

4 Hours

Per-page deployment timeline dropped considerably by automating workflows

Accelerated speed-to-market by 24x

By introducing automated deployment, Kforce reduced club launch time by 96% per page. In the project’s first milestone, which included 20 premium sites, it took approximately four days to manually deploy a single site. Once automation was applied, deployment time dropped to less than four hours per site, dramatically accelerating speed to market and enabling scalable delivery across the client’s portfolio.