Website Design and Build for UNDRGRND Training
The brief
Our client was in the process of rebranding and franchising their gym business. They wanted a website that makes clear what members get out of their unique gym experience, where new members can sign up and overall show off their fun atmosphere.
The website also needed to be in line with their new logo and brand, they wanted to make it clear to their current members what their new look is. Additionally, as a brand new business, the website needed all new copy (the words on the website) to communicate not only the stuff that people had to know like classes but also the personality and vibe of the business.
As a new franchise, their website needs to be able to grow with the business, be able to add and manage different locations on the website and be seen on Google as a gym in different locations.
All our websites come with an SEO strategy based on the search behaviour of their potential customers, people looking for a gym in Hobart, and people looking for group classes in Hobart.
To sum up the brief:
A website that's fun, attention-grabbing, and builds hype for the brand
A website that clarifies what they do, what makes them unique, and what new members can expect.
A website that will grow with their business as it evolves
An SEO strategy to help their audience find their different locations
Basically their website needed to look and sound like a party you desperately wanted to go to.
How did we do this?
Sharing the brand voice
Eye-catching website design
The website copy is fun, casual and clear. Being one of the first touchpoints potential customers might engage with from the business, it needed to have the right attitude and approach. UNDRGRND Training has a community at the core, focussing on being fun, supportive and connected. We wanted this to be what customers take away when they visit the website - you really feel like you know what UNDRGRND Training is all about without them needing to explicitly tell you
We made a custom Wordpress website so we can add standout elements and make the website look and feel like a party with pumping, energetic music, and lights.
These elements include
A fast-paced video as the hero of the home page
Modern design that works seamlessly with the brand's gradients
Moving animations and glowing text.
The website expands on the new branding and helps to convey the atmosphere and feel of their classes so potential members know exactly what UNDRGRND Training is all about.
Optimised for Google
Our SEO strategy for this website was to establish UNDRGRND Training as a gym franchise in Hobart with different locations.
Based on our keyword research we evaluated that we needed a local SEO strategy as a big factor of gym searches is the location, but also wanted to tap into the audience that's searching for gyms that a bit different, gyms that do group classes, have a community focus and hence bring this client more valuable leads.
As well as competing to rank with gyms in the local area, like Kingston, for the homepage we wanted to rank for searches related to gyms in the broader Hobart area. Thus this strategy focussed on different keywords for different pages, such as “Hobart gyms” for the home page, “group fitness classes in Hobart” for the classes page and “Kingston Gym” for the Kingston location page. We understand that SEO isn’t a once-and-done thing but we set websites up with an SEO strategy so they are starting out on the best foot and in the right direction.
Website structure that is functional, engaging, and adapts.
A website needs to function for its audience, for this website we needed to make sure they were presented with all the information so they know exactly what makes UNDRGRND Training different from any other gym.
To do this, we dedicated the ‘Classes’ page to unpacking the ins and outs of how UNDRGRND Training works. We go into detail about the classes and the membership as a whole so potential members really understand what they get from joining.
The website is designed to grow and adapt with the franchise as it grows. The features that help this include:
The navigation - designed as a pop-out menu with a submenu for locations making it easy to organise as new pages are added.
Structure of “location” section of website - The location pages are designed to be easily duplicated and added to the location menu. This makes it easy to add to and use at a larger scale.
CRM embedded in the website - Their CRM system is embedded as signup forms so leads can go directly to the CRM where they can be organised by the different pages the leads come from.
The results
The result is an eye-catching, fun website that leaves users feeling a bit of FOMO. The client and their members are happy with the result. The website has also been successful with potential members who have been able to navigate and signup through the website, automatically adding them as a lead in the gym’s CRM system. While the website’s only been published a few weeks we’re already seeing the site rank for keywords such as “hobart gyms” and “gym in Kingston” showing that Google is recognising the franchise as based in Hobart with a Kingston gym.
If it’s time for a new website why not get in contact below?
We’d love to chat with you about how we, like the website we built for UNDRGRND Training, can design a website that’s not only beautiful but a dream for your customers to use, and one that drives your business goals.
