Orwell Fitness is an Ipswich-based Crossfit gym offering a wide range of fitness classes and training opportunities for all abilities – including WOD, body conditioning, gymnastics, weightlifting and strongman classes, alongside personal training and open gym sessions. First established by Kirsty Turner and Darren Hotten in 2018, Orwell recently doubled its class offerings and approached GLO seeking a digital strategy set to truly represent their current brand and programmes. We worked alongside them to create a bespoke SEO web design they could be proud of, built to rank high in SERPs and actively generate high-quality leads.
January 2022
Web Design, Web Development, Copywriting, Conversion Rate Optimisation (CRO)
- Design and launch an optimised website reflective of the Orwell Fitness brand
- Improve organic search rankings
- Showcase the client’s full range of fitness classes, services, and facilities
- Increase free trial sign-ups
- A brand new SEO web build designed in line with Orwell Fitness’ existing brand guidelines and imagery – showcasing and promoting a full range of fitness services
- The creation of a strong body of relevant, informative, and optimised content, resulting in significant increases in target keyword rankings across the board
- Individual webpages optimised for user experience and conversion rate, with a focus on free trial sign-ups
John and all of the team at GLO were very thorough right from our very first meeting to discuss the new website build and design. It was very important for us to showcase what we offer and the team have created a great flow on the website that gives a true insight into our offerings here at Orwell Fitness. We are thrilled with the finished product! Thank you GLO!Darren Hotten & Kirsty Turner, Owners of Orwell Fitness
GLO’S DIGITAL MARKETING STRATEGY
1 – CRAFTING A PERFECT STRATEGY
After a few consultations with Orwell Fitness co-founders Darren and Kirsty, the GLO team were able to put together a clear vision of the best possible design strategy for their new website – gaining insight from their business goals, philosophy, personal class overviews, and existing brand guidelines, alongside an analysis of their existing website, and of notable competitors. Our experts ultimately proposed a full-scale SEO web design; an intuitive and innovative offering an equal focus on both aesthetics and optimisation from the ground up.
2 – DATA-DRIVEN KEYWORDS AND CONTENT
Once our plans and sitemap had been given the green light, our copywriters got on the case – carefully uncovering and selecting relevant, high-performing keyphrases to be used in content across the site as a tool for information, conversion, and ranking. As with all GLO SEO web builds, this optimised content was then used as the foundation of Orwell’s new site’s structure.
3 – DRIVING DESIRED ACTIONS WITH CRO
GLO’s web design and development experts were able to produce a clean, modern, and on-brand design in line with Orwell’s existing branding – making use of their existing library of high-quality imagery and video to enhance both visuals and SEO efforts. We created an intuitive, smooth, and simple user experience across multiple pages – carefully attracting and guiding Orwell’s ideal audiences directly from SERPs to free trial and membership sign-ups across any screen size or browser – desktop or mobile – all whilst tracking and retaining data to be used to refine the site’s future performance.
Though it’s early days yet, since the site’s launch we’ve observed significant upward trajectories in critical keyword rankings across the board, with clicks and impressions increasing daily. We’re beyond excited to see the full effects of Orwell Fitness’ new SEO web design in the coming weeks, months, and years!
