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Fossil Trace Golf Club Case Study: Award-Winning Website Redesign & Brand Refresh

Refreshing a Colorado Golf Landmark With an Award-Winning Digital Experience

Fossil Trace Golf Club course tour page showing Colorado golf course photography, course holes, scorecard access, triceratops trail information, golf history, and visitor resources in Golden, Colorado.
Fossil Trace Golf Club homepage showing Colorado golf course photography, tee time links, visitor planning resources, golf lessons, course information, and footer navigation for Golden, Colorado golfers.
Fossil Trace Golf Club adult programs page showing golf instruction, adult camps and clinics, PGA HOPE information, registration options, and visitor resources in Golden, Colorado.

Meet Fossil Trace Golf Club

Fossil Trace Golf Club is one of the Denver metro area’s most celebrated public golf courses, located in Golden, Colorado, just 20 minutes from downtown Denver. Designed by renowned architect Jim Engh and opened in 2003, the course is built on a site of extraordinary geological significance, featuring 68-million-year-old triceratops footprints and remnants of a 19th-century clay mining operation woven throughout the layout.

Named "Best Golf Course in Denver" on multiple occasions and recognized by Golf Digest as a "Must Play," Fossil Trace has welcomed golfers from all 50 states and more than 40 countries. The course is owned and operated by the City of Golden.

Webolutions originally designed and launched the Fossil Trace website in 2019. When Fossil Trace returned for a website redesign and brand refresh, the goal was to modernize the experience without losing the site’s established visual character or search performance. Webolutions incorporated the course’s updated logo and brand colors, improved usability, enhanced accessibility, added ecommerce functionality, and preserved the SEO equity built over more than five years.

Results Highlights

  • 2026 Communicator Award winner for excellence in website design and digital communication.
  • Protected five-plus years of SEO equity through a carefully executed redesign that preserved existing search rankings.
  • Modernized the Fossil Trace brand experience by integrating the updated logo, refreshed color palette, and photography-forward visual design across the website.
  • Improved golfer usability with persistent desktop navigation, restructured FAQs, real-time course alerts, and clearer pathways to key information.
  • Created mobile-friendly rate tables that make pricing easier to review across phones, tablets, and desktop devices.
  • Achieved full ADA compliance for a City of Golden-owned property in partnership with Allyant.
  • Launched a new ecommerce revenue channel for merchandise, gift cards, and lessons through seamless POS integration.

Engineering The Right Strategy To Meet Business Goals

Understand Goals, Overcoming Challenges, and Implementing The Right Strategies

Business Goals

Business Goals

Fossil Trace Golf Club partnered with Webolutions to refresh its website and digital brand experience while preserving the performance, search visibility, and visual character that had been built over more than five years.

Key objectives included:

  • Integrate Fossil Trace’s updated logo and refreshed brand colors across the website to create a more modern, cohesive digital experience.
  • Preserve existing search rankings and SEO equity while redesigning a high-performing website.
  • Improve usability for golfers by creating clearer navigation, more intuitive content pathways, and faster access to key information.
  • Rebuild rate tables to provide a cleaner, mobile-responsive experience for visitors using phones, tablets, and desktop devices.
  • Achieve full ADA compliance for a City of Golden-owned property in partnership with Allyant.
  • Launch ecommerce functionality that allows Fossil Trace to sell merchandise, gift cards, and lessons directly through the website with seamless POS integration.
  • Maintain the course’s photography-forward visual identity while adding modern design enhancements, micro-animations, and real-time course alerts.

The goal was not to replace what was already working. It was to thoughtfully evolve the website into a more modern, accessible, and functional platform while protecting the brand equity, search visibility, and distinctive character that make Fossil Trace a premier Colorado golf destination.

Challenges

Challenges

Fossil Trace Golf Club already had a strong digital foundation, established search visibility, and a distinctive photography-forward website experience. The challenge was not to start over. It was to modernize the site carefully while protecting the brand equity, search performance, and course character that were already working.

Key challenges included:

  • Refreshing the website to reflect Fossil Trace’s updated logo and color palette without losing the established visual identity golfers already associated with the course.
  • Preserving more than five years of SEO equity and existing search rankings throughout the redesign process.
  • Improving navigation and usability so golfers could more easily find tee time information, rates, FAQs, course details, and other high-value content.
  • Rebuilding rate tables to work more effectively across mobile devices, tablets, and desktops while supporting accessibility requirements.
  • Achieving full ADA compliance for a City of Golden-owned property in partnership with Allyant.
  • Adding ecommerce functionality for merchandise, gift cards, and lessons through POS integration without creating friction in the user experience.
  • Modernizing the site with micro-animations, persistent desktop navigation, and a real-time alerts bar while keeping the experience clean, fast, and focused on the course.

Fossil Trace needed a thoughtful redesign that improved functionality, accessibility, and brand consistency without disrupting the digital performance and user familiarity the existing website had already earned.

Strategies Implemented

Effective Market Positioning  Strategic Website UI Planning Strategic Website UX Design

Results

Results

The redesigned Fossil Trace Golf Club website delivered a modernized digital experience that preserved the course’s established brand character while improving usability, accessibility, functionality, and long-term performance.

Key results included:

  • Earned a 2026 Communicator Award for excellence in website design and digital communication.
  • Preserved more than five years of SEO equity through a carefully managed redesign process that protected existing search rankings and organic visibility.
  • Integrated Fossil Trace’s updated logo and refreshed color palette across the website, creating a more modern and cohesive brand experience.
  • Improved golfer usability through persistent desktop navigation, restructured Play Golf FAQs, real-time course alerts, and clearer pathways to key information.
  • Rebuilt rate tables for mobile responsiveness and accessibility, making pricing information easier to review across phones, tablets, and desktop devices.
  • Achieved full ADA compliance for a City of Golden-owned property in partnership with Allyant.
  • Launched a new ecommerce revenue channel, allowing visitors to purchase merchandise, gift cards, and lessons directly through the website with seamless POS integration.

The result is an award-winning website that honors the distinctive Fossil Trace experience while giving golfers, staff, and the City of Golden a more modern, accessible, and functional digital platform.

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