CrossFit Gym Web Design: Orwell Fitness

Every great idea starts with a conversation. After a few consultations with Darren and Kirsty, the GLO team were able to put together a clear vision of the best possible ‘Rx’ for the new Orwell website – gaining insight from their business goals, philosophy, personal class overviews, and existing brand guidelines, alongside an analysis of their existing website, and of competitors. Our experts ultimately proposed a full-scale SEO web design; an innovative offering with an equal focus on both aesthetics and optimisation from the ground up.

Once our initial plans and sitemap had been given the green light, GLO’s in-house copywriting team got on the case – carefully selecting heavyweight, high-performance keyphrases to be used in content across the site as a tool for informing, converting, and ranking. As with all GLO SEO web builds, this optimised content became the foundation of Orwell’s new site structure – ensuring each and every element was built on user intent and backed with solid evidence to match. After the first page of content was approved, design kicked off – ‘Rx’d as Rx’d’.

Our unique approach put visuals front and centre at this stage of the process. For this gym web design project, GLO’s graphic design gurus crafted a clean, modern, and on-brand design in line with Kirsty and Darren’s vision, making use of their existing library of high-quality imagery and video to gain an extra edge over competitors. Combined with a sweeping palette of blues, greys, and whites, intuitive navigational experience, and UX-driven layout, we had a high-performance site ready for realisation – or, in CrossFit speak, a ‘firebreather’. 

A beautiful site is brilliant, but won’t succeed without an intuitive, UX-driven backend! GLO’s talented WordPress web developers built upon our growing foundation of work, producing a fully functional set of web pages. Whilst staying true to our designers’ vision, their standout contributions to the technical side of the site carefully attract and guide 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 future performance.

Since the site’s launch, it’s truly gone from strength to strength. We’ve observed significant upward trajectories in critical keyword rankings across the board (528% increase in keyword ranking, anyone?), with impressions increasing by 436% and conversion rates hitting 1.3%. Plus, Orwell Fitness has already cinched some of the top spots in search for key terms including ‘CrossFit Ipswich’ and ‘Gym Ipswich’ – so we’re beyond excited to see the full effects of their new SEO web design. The best is yet to come!