💥 The Results
✅ 50% increase in consult requests within 2 months
✅ Consistent 30-60 bookings monthly
✅ Jumped to #10 in local Google search for “Montclair personal trainer”
✅ Client returned for additional landing pages + strategy expansion
✅ Boosted accessibility and mobile performance
The Strategy
SEO + Copy Optimization
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Revised homepage hierarchy and clear service positioning
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Updated CTA language from “Book Free Consult” to “Apply for Training”
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Introduced strategic keywording based on local fitness searches
UX Restructure
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Built 3 dedicated service landing pages to support targeted ads and simplify user flow
→ Personal Training, Group Fitness, Virtual Coaching -
Replaced image CTAs with text-based buttons for accessibility
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Added closed captions to video testimonials to improve mobile + silent engagement
Conversion Tools & Features
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Integrated Calendly for consults instead of mailto links
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Added SMS lead capture with “Text FITNESS to 414”
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Embedded live Instagram feed to keep the site visually fresh
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Designed a sitemap-style footer for SEO + user clarity
🚨 The Challenge
A personal training business in Montclair was struggling with zero organic lead flow and an unclear service offering. The site didn’t reflect the premium, personalized experience the client provided—and wasn’t converting mobile traffic.
🔍 Reflections
This project exemplifies the power of UX-led strategy + smart growth design. From tweaking CTAs to segmenting services, each decision was driven by user behavior and business intent. I loved collaborating across disciplines and applying onboarding principles, responsive design, and content optimization to a real-world problem.