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Founded by Jeff Rutstein in 1990, Custom Fitness is an award-winning Boston-based personal training service and center that prides itself on a fully personalized approach to fitness training. Custom Fitness knew it was time to bring its amateur-looking web site more in-line with the high-end, “high touch” service image it was portraying to clients and prospects. Miller Systems was brought on to help Custom Fitness update its corporate image and develop a web site that could effectively communicate the advantages of personal trainers, highlight Custom Fitness’ strengths, and capture information from prospects.
Since Custom Fitness’ web site was already receiving excellent traffic through search engines and other link sources, the main challenge of the project was to improve the User Experience of the site to increase visitor-to-lead conversion rates. The old site did not properly represent the company’s level of service and world-class facility. In Custom Fitness’ case, improving this User Experience meant that the corporate identity needed to be overhauled along with the web site.
Miller Systems overhauled Custom Fitness’ corporate identity to match the professionalism and world-class service the company’s clients receive. Once the new corporate identity was finished, a total overhaul of the site’s information architecture, content, and design was completed, with particularly close attention paid to conversion. New photography of the facility was taken and tastefully incorporated into the site. A simplified short inquiry form for prospects was added to every page for easy conversion, and the site was launched.
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