In 2015, Wrightstown Health & Fitness (WHF), unveiled a new branding strategy and an updated visual design. Their website wasn’t working for them anymore and people were not converting into customers. Complaints from their current customers that the site was slow and the user experience was frustrating.
I was hired to get them started on digital marketing campaigns, and upgrade their website for a better customer experience.
I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of WHF.
Massive Growth
In just five years, WHF transformed from 3 Personal Trainers and 1 treadmill to a sprawling gym with Massage, Chiropractors, Nutritionists, and more. By 2015, WHF helped hundreds of clients take control of their health.
The WHF web site, created in 2012, struggled to scale alongside the growth of the company. Marketing focus was lost. Fundamental usability was challenged. Disparate features competed for focus. Site reliability and performance issues increased dramatically. It was a jumbled mess.
The Challenge
Steer The Ship Back On Course
Our goal for the project was to expand the reach of the site in the digital marketing arena. During their massive growth spurt, WHF lost the ability to attract new clients online and needed to be guided back on course. The premise was to draw new prospects to the WHF site and convert them to a customer. Our ambitions were to create a scalable foundation that embraced a rapidly evolving business and more diverse user base.
Our high level goals were to:
- Drive leads.
- Give clients ability to make appointments online.
- Add digital marketing tools and show the WHF staff how to use them.
- Update the site infrastructure and CMS.
My Role
I wore many hats on this project. First I migrated their old site to a new web host, setup their new wordpress web site, implemented their new branding guidelines, and researched their target client base. Then I led the digital marketing directives, such as search engine optimization (SEO), search engine marketing (SEM), landing pages, and Google Analytics.
In addition, I worked alongside WHF stakeholders, a Copywriter, and a Graphic Designer.
I stopped working on the project shortly after the site was launched to production.
The site launched globally in October 2015.
Kickoff
Getting A Grasp
The first thing I did was to interview the WHF stakeholders and current clients to find out what was not working and what is working for them. What I learned from the WHF stakeholders was that their current marketing stabs were a mess. They had various accounts across the internet but didn’t know how to access any of them. For example, a previous associate had created an account on Yelp.com for their business, but that person left and didn’t give them the login details. Before they hired me, they had already bought a wordpress theme they liked and contracted a graphic designer to redesign their overall branding. They were having a lot of customer service and technical problems with their web hosting company, so they were looking for a change.
Client Feedback
All the current clients said that they had a hard time finding what they were looking for in a quick manner. They usually ended up calling the WHF directly and leaving a voicemail. It was easier than trying to find it on the site. The site performance was really slow, especially on mobile. Even if they waited for the page to load, the content was disorganized.
The Launch
Liftoff
The site was launched in October 2015.
The Impact
Positive results and much more to do
The redesign of the WHF web site has had a positive impact on the customer experience. Customers were starting to book appointments online. The WHF Stakeholders had metrics available to them now to make smart decisions regarding their digital marketing going forward. WHF Stakeholders learned how to run digital marketing campaigns using social media, landing pages, and paid advertising.
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The site was up and running 100% vs 90%
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Lead generation improved by 10%
For confidentiality reasons I have omitted the actual values for these metrics.