Having consulted on, and created, a new brand for a super qualified personal trainer in London, we needed to design a website to attract and convert new customers. In the highly competitive fitness marketing, we identified a small, but surprisingly under catered for, niche. The next step was to convey the value of this unique training opportunity to the people who would get the most out of it.
Our initial industry research revealed that Flow Fit’s small group fitness classes cater perfectly to those who need a little guidance in their training but don’t want to pay the high cost of one to one personal training. There’s also the unbeatable effect of training in a team, boosting motivation to get better results. This meant the website would have to educate novice athletes and convey why Flow Fit’s workouts are so effective. Most importantly, it had to convey why these classes were different to standard battery-farm commercial gym classes.
This website would also have to provide the foundations for strong local SEO performance, being the main marketing strategy for a business intent on fast progress. Identifying the keywords for service pages and their relevance in the context of the sports industry would be essential.
Of course navigation and ease of use are essential in the design of any website. We had to consider what information would be required to instantly make clear what Flow Fit did and why it was of value. And it would have to do this on any device, including mobile and tablet screen sizes.
The bright, vibrant branding that we had already designed would be at the centre of the project with the colour scheme coming into play all across the site. As with the brand, the aim was to promote a vibrant, energetic brand to athletes of all ages, abilities and genders.
The Alloy team has more than a little interest in fitness, so our understanding of HIIT, weightlifting and compound exercises was pretty handy. We took our client’s expert information, and turned it into engaging, easy to understand copy that could educate and persuade. The layout in which this was then implemented made sure the the key USPs were front and centre, followed by detailed explanations to back up the big claims.
For this project, we worked closely with the client to create image assets that would be front and centre of the website, prescribing a theme for the images and then editing the photographs that were taken.
The simple visual style of the website is underpinned by a powerful CMS with a range of SEO tools built in. A user friendly blog platform allows for easy content publishing along with a range of plugins that help optimise for keywords. This is a website with strong foundations for long term SEO performance. As with all our website, we made sure that every page would be mobile and tablet responsive to make it accessible to the 50% of online traffic that comes from mobile browsing.
- Bold, vibrant, professional visual design based on a strong brand identity
- Mobile responsive web design for rankings performance and usability
- CMS platform for powerful SEO and publishing functionality
- Google analytics visitor tracking and goal conversion reporting setup
- Intelligent web enquiry forms, find out where every lead came from
- Premium UK cloud web hosting with 1 minute uptime monitoring