This business had undergone a transformation between the time the old website was created, several years ago, and now. The old site was created without much thought, featuring generic stock photo images of people who were already professional athletes or martial arts fighters. The site didn’t reflect the personas of this training facility’s typical client at all, which was most likely intimidating people who could have benefited from their services.
Since then, the owner had reimagined his business purpose and was focusing his training modalities on restorative fitness, pain management, and self defense for survival, not sport. Fortunately for us, he was articulate about the character of the business he was actually conducting that was not at all evident on the old website.
In order to attract the kind of clients he enjoys working with and can help most, we needed to make that philosophy evident in every way on the new website — using the combined impact of language, visuals, and usability to create an intuitive experience for site visitors that reflects the business authentically. Site visitors can now see the unique benefits of training in these fitness programs, customizes for their fitness level, rather than at a fitness chain.