IronWorks
Serious lifter audience, hidden pricing, slow site. Google had no chance.
The starting point
Built for serious lifters, but the site needed to bring them in without scaring off everyone else. Pricing was hidden behind a phone call, which lost the price-conscious shoppers. The site was slow on mobile, which Google penalizes for local. The homepage didn't say where the gym was, so the local pack passed it over.
What the redesign changed
Premium dark-mode design that signals seriousness without the hardcore-only ego. Transparent pricing visible on the homepage so shoppers can self-qualify. A scannable amenity showcase. Faster mobile load. Two targeted CTAs for cold and warm visitors. Clear local signals Google can rank against.
Why it matters
Hidden pricing felt like a moat, but it was a leak. Visitors who needed transparency went elsewhere. Visitors who wanted the gym had to phone-tag the front desk just to find out if they could afford it.