A method of manufacturing a face plate for a golf club head is presented to provide face having substantial thickness variation for enhanced performance. The method includes the steps of providing a rolled sheet of metal material having an initial thickness and forming a blank having a prescribed outer shape from the material. The method also includes machining a second side of the blank such that the resulting face plate has a variable thickness. The machining is such that the plate has a first thickness less than or equal to the initial thickness, a second thickness less than the first thickness and a third thickness less than the second thickness. The machining is performed over a substantial portion of the surface area of the second side. Either a CNC lathe or milling machine may be used; however, for an axisymmetric face thickness a CNC lathe is preferred and for an asymmetric face thickness a CNC end mill is preferred. The club head may be a wood-type or iron, and titanium or steel alloys may be used.