Gauntlet Fitness, Birmingham’s premier kickboxing and HIIT studio, established in 2014 to empower and elevate the vibrant fitness community of our city. At Gauntlet Fitness, we are not just a gym; we are a dynamic hub where fitness enthusiasts challenge their limits, redefine their goals, and transform into the best versions of themselves. Our foundation rests on kickboxing and High-Intensity Interval Training (HIIT) – a powerful fusion that ignites your fitness journey like never before. Their certified trainers lead members through heart-pounding kickboxing sessions infused with weight training elements.
DISCOVERY & RESEARCH
After reviewing the website, we found a few issues with the name, keywords and structure of the site. Overall, we saw potential improvements to be made on the keywords used across the site. We noticed a repetition of basic keywords that could greatly improve the site’s SEO with small diversification practices. We instructed the client on where the new keywords could be used, and the phrases search history.
We conducted a website audit and found a few issues with the name, keywords, and structure of the site. We also found that clicking internal links throughout the site would automatically open the link in a new tab, rather than directing you in your current tab window. We made the following recommendations to the client:
- Change the website’s name to something more relevant to the business.
- Diversify the keywords used on the website.
- Fix the issue with internal links so that they open in the current tab window.
- Research and purchase a more relevant domain name.
- Implement redirects to send traffic to the new domain name.
User experience is an incredibly important element to a website’s effectiveness. It can be defined as the overall experience a single user has when interacting with a website or product. For online user experience, we focus on how intuitively a visitor can navigate and potential convert on a site. For this client’s website, we found that clicking internal links throughout the site would automatically open the link in a new tab, rather than directing you in your current tab window. This unfamiliar site structure throws visitors and can confused them – overall spoiling a user experience.
A core piece of a website’s SEO is the main URL – or web address. Due to constantly changing and increasing competition in the fitness industry, it can be difficult to own a URL that you like or want. Oftentimes, business owners will have to go with less niche URL’s. The client experienced this issue. Originally, the client had to use a very broad URL, one without a true connection to the client’s niche fitness studio. We researched URL options for the client and educated them on utilizing redirects for ease of use.
DELIVERABLES
Our work with the fitness studio was a success. We were able to help them achieve their goal of improving their website’s conversion rate by making a few simple changes to the name, keywords, structure, and user experience of the site. The client saw a significant increase in leads and sales after implementing our recommendations.
- The client achieved their goal of improving their website’s conversion rate by 20% in the first month after implementation.
- The client saw a significant increase in leads and sales after implementing our recommendations.