Everyone deserves a nurturing place to move, play, and have fun–that’s the heart behind Empowered Sports & Fitness. With the motto “everyone gets to play,” the inclusive gym adjusts their teaching and coaching styles to meet the needs and wants of athletes and their families. Any person, regardless of their ability or background, needs a safe space where they can practice physical fitness and be a part of a team. Based out of NYC, Michael Shipper, the founder of Empowered Sports & Fitness, came to e9digital with a great brand already in place but needed a redesigned website to create a user experience that inspired trust, facilitated interaction, and supported a path to growth.
The Empowered Sports & Fitness target audience includes parents whose children have challenges that make it difficult for them to participate in settings with a “one-size-fits-all” approach. Serving children, adolescents, and adults with all learning styles, the website needed to highlight the biggest problems, concerns, and frustrations these families face and explain why and how Empowered’s services were valuable to them.
Our team at e9digital was honored to create an authentic website that was easy to navigate, making it easy for visitors to sign up for Empowered’s valuable services.
Imbuing a fun fitness website design while remaining professional
We needed to create a fun, user-friendly website with engaging imagery that proved Empowered was a welcoming place for the target audience’s children. However, there needed to be a fine balance–it couldn’t look sophomoric because parents needed to know right away that Michael and the team at Empowered were professionals that they could trust.
The home page offers a solid introduction to the Empowered brand, with visual elements that communicate fun and professionalism. The tilted lines breaking up portions on the page, rounded corners on the image, and pops of yellow all make the website feel vibrant without being silly.
Parents arrive at the home page and feel immediate relief. The hero image impresses that their family is welcome at Empowered, with the message “where every child shines” right above the bright yellow “sign up today.” This shows families that they have found a gym where their child matters and is important.
After that, parents can scroll down the home page (and every interior page) and meet Michael. A video explains his heart behind starting Empowered Sports & Fitness. This builds trust, allowing them to see firsthand a taste of what their child can experience at the gym and the clean, professional facilities.
Social proof is key to winning the target audience’s trust–that’s why we included three fantastic testimonials at the bottom of the home page. They show the parents that Michael and his team practice what they preach and encourage them to take action on the site.
Interior pages that speak to the needs of each audience segment
Empowered Sports & Fitness offers services to a wide range of ages and needs. That’s why we created six interior pages within “Programs and Classes” that outline each service by the age of the child/and or adult and the class type. Each page highlights the details that a parent will want to know to make a decision to sign up, including:
- An overview of the session: what parents can expect their children to do in the session.
- The length of the session: how long each session will last.
- The cost of the session: the price of each session.
- The type of class: whether it’s a summer camp, individual session, group session, etc.
Rounding off each CTA (call to action) with the bright yellow “sign up today” button, parents have everything they need to move forward! If they still have questions, the footer contains contact info and social links so the target audience can get in touch with their preferred method. The header is transparent at the top but solidifies and sticks to the top of the page. The designers chose this so parents can always access top-level navigation items.
Empowered Sports & Fitness saw a 248% traffic increase in the last 12 months after the website redesign
“This looks wonderful guys, thank you so much!” - Michael Shipper, Founder | Empowered Sports & Fitness
At e9digital, we’re proud to create websites that allow businesses to shine. We love to work with clients who make a huge difference in their communities. With the increase in traffic, Empowered Sports & Fitness achieved their goal of creating an authentic website that was easy to navigate, allowing their target audience to understand and book the company’s services quickly. We’re excited to watch Empowered grow and create more inclusive opportunities for everyone in NYC!
If you’ve got a great brand that needs to articulate your story to your target audience, consider working with our team at e9digital. We’re a full-service website design agency that can redesign your website in approximately 12 weeks.
Sound too good to be true? It’s not! Contact us today, and we’ll tell you how!
