Fitness Website: Sweaty strength
DIVERSIFYING THE FITNESS INDUSTRY
Beyond Instagram.
Sweaty Strength is a brand created by a passionate fitness and health influencer who aims to diversify the industry by hosting her own classes because fitness isn’t one-size fits all.
Simmi originally built the brand on her fitness Instagram account, but to better track her audience and grow the brand for partnerships and stay true to her core values, the brand needed a presence beyond Instagram.
I designed the brand’s website from scratch to represent her values, track visitor analytics, gain subscribers, and gather feedback.
MY ROLE
Web Developer and Designer
TEAM
Simmi Uppaladium, Founder and Instructor
Tianna Biscone, Brand Manager
Desktop Website ui/UX
Before —
The first draft of the website was purely informational. It included logistical details about class format and brand mission/purpose as well as relevant links to sign up for class and to the Instagram page.
After —
Using Squarespace, we purchased a domain and brainstormed what Simmi’s ideal website would look like. We drew mock ups, looked at other personal fitness websites for inspiration, and selected specific features that catch the eye.
The homepage background is a short video on a loop that demonstrates the types of moves Simmi incorporates in her classes with an truncated menu linking to the About and Testimonials pages coded with HTML and designed with CSS. The page header includes the full page menu, logo (linked to the homepage), links to social pages, and an easily accessible call to action button.
Other page features and details
Testimonials Page
There are several reviews of the class and an anonymous feedback form. Without being the type of business with a Yelp or Google page, there are no other ways to read or leave reviews. Although Simmi’s core audience consisted of close friends initially, I wanted to prepare for when her audience expanded. The value in this Testimonials page is for people who don’t know anything about Simmi/her classes to trust her expertise and build her credibility as a fitness instructor.
Contact Us Page
For potential sponsors or partners to contact Simmi. There are also links so her socials and an embedded set of 9 of her most recent Instagram posts updated in real time as they are posted.
Packages Page
For first timers who are just trying out group fitness classes for fun, it’s hard to make a monetary commitment. That’s why the first class is free for first timers. Additionally, to incentivize people to make a larger purchase, they can get one class free in a package deal.
(Note: Prices as of December 2020, they may not reflect recent updates.)
Mobile Experience
Homepage
We wanted to make sure the mobile experience was similar to the website experience. Knowing that the audience would find the website initially from Instagram, we expected more mobile users than web users.
Page Menu
Simple and straightforward menu page.
About
We wanted to include a video showing some of the moves that would be done in class.
Testimonials
visits to conversions
Lots of Traffic, But…
On the day we launched the website, we got over 60 visitors. As much as the attention was great, the number of attendees in class were not increasing. We needed to convert visits into purchases of classes, but how?
Loyalty Subscription
We would need to track the visitors on the site and be able to contact them about purchasing a class if they haven’t. We did this by creating a pop-up window for new visitors that will get their emails and add it to our mailing list for special discounts and announcements.
Mobile Consistency
In case new visitors are viewing the site from their mobile device, we wanted to ensure we could capture their emails as well.