Simple Solutions

Goal: Build a specialty fitness studio from scratch

Let's do this.

Straightforward local marketing at its best:

Lead generation

This website needed to produce inexpensive organic leads. In just months, this site began to rank and convert.

Easygoing branding

Rather than using impossibly fit models and power colors, this brand is soft and bright, educating rather than intimidating.

Leads over likes

Social media gets likes, but not leads in this business. Social proof is used to generate leads, not a fake following.

Subscription product

A subscription based study guide allows future personal trainers to get a head start on the Certified Strength & Conditioning Specialist test.

How training became marketing

An owner can't be in two places at the same time, or can they?

Steven Mack was torn between spending time marketing his business and actually running his business.

He had a knack for studying and synthesizing health science research but his original Wordpress based site was a maintenance and security hassle, wasn't getting SEO traction, and just didn't generate leads.

The new CraftCMS based site immediately began generating high quality leads, eventually topping search results for desired keywords.

A design strategy to speak to his ideal client:

Too much of the time we write copy for ourselves, but it was important to speak to Steven's ideal client.

  • Steven's ideal client isn't a young hard-body fitness perfectionist, they're a professional or retiree that wants to change their habits.
  • We used no hard body or extreme power lifting pictures, but instead opted for softer photography filled with light.
  • The site needed to feel as easy going as Steven is, but upscale enough for the cost of training, which is a serious contractual commitment.

Content and SEO design pushed it to the top of search results:

CraftCMS gave him a beautiful publishing platform to write what he learns in fitness science literature.

  • Blogging high quality posts about nutrition and fitness.
  • Carefully written content using carewords (not keywords).
  • Contributing to reputable local news sites (while politely making sure backlinks were part of the story).
  • This content is also repurposed for reinforcement emails to existing clients and trickle campaigns for "almost clients".

Team

  • SEO Specialist
  • Content Strategists
  • Photography

Technology

  • Twig
  • Sass
  • Typekit
  • CraftCMS
  • jQuery

Tools

  • PhpStorm
  • Codekit