The Arena Club
The Arena Club, located in Bel Air, MD, is Harford County’s best family fitness center. The athletic club boasts the largest waterpark in the county, state-of-the-art fitness equipment, personal training services, a warm salt-water therapy pool, an elite indoor turf field, and over 85 weekly group fitness classes.
The Arena Club had a wealth of knowledge in fitness facilitation; however, the club was searching for a way to enhance their online presence and more successfully market to new members. A website redesign, content overhaul, and inbound marketing implementation were in the stars for the Arena Club. An agile growth-driven design plan was then put into place.
The Arena Club’s goals for their website were:
TAC felt that success of the redesign would be measured by the number of website visitors who become members through the membership lead form. TAC also wanted to strive for 150 leads per month through the website. Ease of use for website visitors would be at the forefront of this growth-driven design project.
Paid traffic was already being driven to the Arena Club’s website, but desired conversions were not being attained. Through advertising efforts, the following personas were being targeted:
Actions on the new website in which TAC wanted to simplify included finding program schedules, learning about membership benefits, and registering to become a member. The Arena Club also had several ideas for adding value to their website, and therefore their brand. These ideas consisted of launching a new “Find Your Fun” campaign, promoting kids’ activities, and boosting their sports performance message.
With the Arena Club’s goals in mind, our production team got to work. General layout components like color and font were chosen, then the website’s navigation was determined based on our analyst’s report. Past content and new material were combined to occupy TAC’s 60+ website pages.
The Arena Club provided a breadth of material including images, PDFs, videos, and contact forms. Each and every piece of available content was fine-tuned by our team to support TAC’s marketing goals.
Class schedules, trainer bios, and other valuable content was carefully placed in the navigation according to category and accessibility. Throughout the entire design process, TAC’s target personas were at the forefront of every decision.
The Arena Club was able to improve their website’s user experience and enhance their digital presence. Some of their achievements included: