I was thrilled to help Leslie revamp her messaging and website for Inala Movement Studio. It was a fun project and a great example of the importance of clarity and customer-centric language in your marketing. Let’s dig into this website makeover project and why it worked!
Based in the Indianapolis area, Leslie’s fitness studio uses a specific methodology: GYROTONIC® exercise.
In our initial conversation, we discussed the fact that most people had never even heard of Gyrotonic exercises and yet her website leaned heavily into it. So, we took a step back and began working on her overall brand message.
We focused less on the exercise method and more on the problem her clients were facing (aging, aches and pains, lack of strength and mobility) and the transformation they would experience after working with her (stronger, healthier, feeling fantastic after every session). These are all key elements of the 7-part StoryBrand Marketing Framework I use to help clients get clear on their message and tell a story that invites clients in.
Here’s the result: https://inalastudio.com. [Big shoutout to my marketing partner Andrew Barton for designing and building the site in WordPress.]
And here’s a side-by-side view of Leslie’s website header before and after our work together. Big difference, right?
This website is a perfect example of the importance of focusing on your clients:
- What language are they using?
- What problems are they facing?
- How do they want their life or health to be better?
Too often businesses get bogged down in the details – the type of exercise, their 12-step process, the features of their software. Most of the time, your customers don’t really care that much about the details. They just want the transformation.
So while we talked about the Gyrotonic method on Leslie’s website, we didn’t make it front and center. And we created a separate page so people could read more if they wanted.
Key elements of Inala Movement Studio website makeover
For this website makeover project, we also simplified some of Leslie’s offerings. In addition to her fitness classes, she teaches private ballroom dancing / couples dance lessons.
Her previous website combined both offerings, and it was confusing – was this a fitness studio or a ballroom dance studio? We created separate messaging and a separate landing page for ballroom dancing.
Even though that page is accessible from her main website, it has its own url (indydances.com) that redirects to the dance page. This makes it much easier for her to market her ballroom dancing lessons as a standalone service.
Lastly, Leslie invested in professional photography for her website. Armed with new messaging, we could give the photographer detailed direction on the kinds of images that would support the message. The photos by Greg Perez Studios are beautiful!
I think the site looks fantastic and so does Leslie! She says it’s beautiful and much easier to navigate and understand.
A great website looks good and is easy for potential clients and customers to understand and navigate.
Thanks, Leslie, for entrusting Fisher Creative with your website makeover project!
Is your website ready for a revamp? Schedule a free discovery call and let’s talk about how to transform your website so it’s clear, compelling, and generating leads.
