A gym landing page that sells the feeling
Benefit-led copy for a no-contract, 24/7 local gym
- UX Writer & Designer
- 24/7 Fitness Arizona
- 2024
- Figma
Modernized the online presence of a locally-owned gym that was losing competitive ground despite operational success. The single-page site needed a complete rethink.
Problem
The gym had a single-page website with minimal information, an external signup redirect creating friction, no gym imagery, and weaker positioning versus a nearby franchise competitor.
Approach
Built messaging around three pillars: no contracts (a differentiator for seasonal visitors), 24/7 operations, and user-centric copy. Replaced the generic ‘Open 24/7’ hero with benefit-focused copy: ‘Work out whenever you want to,’ paired with playful supporting text. Added a benefits section highlighting new equipment, sanitary standards, no-contract model, and competitive pricing.
Outcome
Enhanced competitive positioning through improved visual hierarchy, a clearer value proposition, and expanded information architecture.