CHALLENGE

 

CrossFit Metropolis was in transition mode and needed a better online presence in order to appeal to their diverse audience. The site needed to reduce content, focus on core offerings, and remove any hurdles to new potential members.

SOLUTION

 

Website was revamped with a clean look, simplified content, and made it simpler to sign up. Professional photography was used to showcase their offerings, tie emotion into the marketing messages, and set their site above any other CrossFit gym in NYC.

My Role

  • Redefine the brand’s online presence through new marketing themes and content
  • Identify key content for current and potential members
  • Website redesign through WordPress

Process

 

1 – Research

  • Conversations with the management team to determine existing and future goals for the site.
  • Understand how current members, someone with little to none CrossFit knowledge, and everyone in between would use the site.
  • Learn more about CrossFit and it’s core values (I previously had zero experience)
  • Take a CrossFit class – ouch.
  • Build out personas based on primary target audience – current members and those new to CrossFit.
  • Identify experience pain points and high-value content that’s beneficial to the users.

 

2 – Construction

  • Move key content for current and potential members to high visible areas.
    • The hero area would showcase the key marketing themes, using high quality photos to build visual interest.
    • WOD (workout of the day), current members visit the site daily for this constantly updated information.
    • “What is CrossFit” – a quick synopsis about what it is and the ability to learn more.

 

  • Much of the homepage was stripped down to deliver important content quickly and succinctly.
    • Visitors wanted current information, not a workout from 5 days ago, so old WOD’s were moved to the WOD archive instead.
    • Content that didn’t get much traffic was moved to other areas of the site in order to keep the homepage succinct and clean.

 

  • Professional photography was key in our design direction, it allows the site to convey important features and feelings that easily get lost in website text – purple monkey dishwasher. The images were catered to the following themes:
    • Building fitter New Yorkers
    • The fitness program that works for me
    • Community and inclusion that isn’t typical in a traditional gym
    • Health & happiness through fitness

 

  • Feedback from current members was consistent throughout the construction process to help deliver a site that made current members happy while attracting new members.
    • We received positive and negative feedback from members, with some unhappy about changes in general, “it doesn’t work like it did before”, and those were addressed, but ultimately the site needed updated technology to be better suited for the future of the gym.

Before

After

Behind the design:

Content on page was drastically reduced after getting feedback from current members and understanding that previous days workouts aren’t as relevant on the day they visit the site, only the latest WOD (workout of the day) would be relevant to them. Numerous links were removed or moved to the footer because they weren’t getting much traffic and only made the homepage look busy and cluttered. Because the site is for a variety of people (current and potential members, people with and without CrossFit experience, and anyone just looking for more information on CrossFit), content was condensed with the most important being in the hero-landing area and right below the fold. Information presented in these two areas allowed the website to cater to the 5 types of visitors mentioned above within 3 seconds while retaining a professional look and feel for the site. High quality imagery allows the homepage to convey numerous tones that are effective marketing messages (according to a CFM manager) for potential CrossFit members. These tones include: Building fitter New Yorkers, the fitness program that works for me, community and inclusion that isn’t typically possible through a traditional gym, and health & happiness through fitness.

 

Results

  • The end product has been a big success, achieving the goals of creating a modern, clean, and simple website for CrossFit Metropolis.
  • The redesign of the website has transferred into new successful marketing campaigns through the use of powerful imagery.