The Background
Corax Strength & Performance was having trouble getting leads, not an uncommon issue for smaller gyms. After speaking with the owner and assessing his website, we found some huge opportunities to improve his brand recognition and drive more leads.
We found that the website failed to highlight its core service throughout the site.
It was confusing what they offered and what customers should be interested in, there were multiple buttons all leading to different things: free trial, book a tour, the newsletter.
Each button was styled the same (i.e. same color and size).
On top of all of that, it was nearly impossible for the owner to make changes to the website without diving deep into technical coding.
We offered to rebuild the website and they jumped at the opportunity.
The Strategy
So, we rebuilt it from the ground up.
We rewrote content to better align with their core service offering and moved any peripheral services to be less of a focal point. We also made it very clear who his target customers were. While the gym was available to anyone who wanted to join, his unique services benefitted certain age groups and fitness levels much more than others.
Better Design, Better Customer Experience
Every button choice was intentional. We wanted to make the customer experience as simple as possible, so that customers who were ready to get started could easily give him a call or fill out his form.
Additionally, we removed all pricing from the website. You see, his service was highly bespoke and a higher price than you’d find at most regular gyms. The thing was, he wasn’t a regular gym. For the customers who would benefit most from his services, we didn’t want them to be turned away from the price point alone. After booking a time to come in, or speaking with him directly, it was much easier for potential customers to understand the value of what the gym had to offer.
Technical Implementation
Throughout the rebuild, we not only focused on the user experience, but also focused on fundamental development principles and SEO. This included:
- Dramatically improving website speed on mobile & desktop
- Improving user experience on mobile devices
- Optimizing images to smaller file sizes
- Focusing on proper SEO frameworks like heading tags, alt image tags, title tags, meta descriptions, and much more.
The Results
Since the website launch, the gym started receiving 4-5 leads per week within the first 2 weeks. This is without having started ANY additional marketing or traffic generation efforts.
Not only are they getting leads, but the leads are highly qualified. They closed 11 solid leads within the first month of the new website being active.
This is compared to the 0 leads per month the website was generating before. Redoing the website not only improved the customer experience, but also increased organic traffic The website may have been getting qualified traffic before, but because it wasn’t clear what they focused on or how to contact them, those customers may have been turned away. Or, the site may have not been getting traffic in the first place.
By building a faster, more user friendly website and submitting it for indexing to Google, Bing, and other search engines, Corax Strength & Performance is now very much on the map.