How a Pilates Instructor Revamped Their Website to Attract Clients in a New Area
Launching a new pilates class in an unfamiliar area can feel like a challenge, especially when your website isn’t doing much to help potential clients find you. In this case study, we explore how a Pilates instructor worked with me to refresh their website, optimize it for search engines, and successfully grow their business in a new location. Along the way, we’ll highlight strategies like local SEO, backlinks, and creating valuable content to keep your website working for you long after the launch. These strategies can be applied to any local business.
The Challenge: Breaking Into a New Market
They wanted to expand their business by offering classes in a new area, but they faced two key challenges:
Limited Brand Awareness: Without a local following, it was hard to attract new students through word of mouth.
Underperforming Website: The existing website made it difficult for visitors to find essential information, about this particular class, which leads to missed booking opportunities. It also lacked SEO, meaning it wasn’t showing up in search results when people searched for Pilates classes nearby.
With these challenges in mind, we set out to refresh the website and build a foundation for sustainable SEO growth.
The Solution: A Strategic Website Refresh
1. Improving Website Design and User Experience
A key goal of the redesign was to make the website easy to navigate, with essential information clearly accessible. I restructured the layout and simplified the navigation to focus on the new mat pilates class. I also added clear calls-to-action throughout, making it easier for visitors to inquire directly from the website.
2. Local SEO Optimization
To help the Pilates business gain traction in the new area, I focused on local SEO strategies. This included:
Location-specific keywords: I optimized headings, meta descriptions, and page content with relevant local terms (e.g., "Pilates classes in [New Area]").
Google Business Profile alignment: Ensuring the business’s Google listing was consistent with the website to enhance visibility in local searches. This means optimizing descriptions with keywords and gathering testimonials.
Backlinks from local press and blogs: Backlinks—links from other websites—are essential for SEO because they signal to search engines that your site is trustworthy. I advised the client on reaching out to local media and wellness bloggers to get featured and linked back to their site, boosting their authority online.
3. Empowering the Client with SEO Training
Since SEO is a long game, I made sure the client felt confident in maintaining their site moving forward. I provided practical SEO training, explaining how to track performance using Google Analytics and how to update content regularly to stay relevant.
Why Backlinks and Fresh Content Matter
Backlinks play a huge role in SEO success by improving your website’s authority. Getting featured in local blogs or wellness websites doesn’t just drive traffic—it also helps search engines see your business as credible.
In addition, adding new content to your site on a regular basis keeps it fresh and gives search engines more to index. I encouraged the instructor to consider publishing a journal or blog posts around Pilates, movement practices, and wellness. Educational content not only helps with SEO but also builds trust with potential clients.
The Results: A Website That Works Harder
Higher Search Visibility: The new website started ranking for local Pilates keywords, making it easier for people in the new area to find the business.
Increased Engagement: With an intuitive layout and clear calls-to-action, visitors were more likely to engage and attend pilates classes.
Sustained SEO Growth: Thanks to practical SEO training, the client now confidently maintains their site and continues to see growth over time.
Key Takeaways for Small Businesses
This case study shows how even small changes to your website and SEO strategy can have a big impact—especially if you’re launching a new service or trying to reach a new audience. If you’re looking to grow your business, here are a few tips to keep in mind:
Optimize for Local SEO: Use location-based keywords and align your site with your Google Business Profile to boost visibility.
Secure Backlinks: Reach out to local press, bloggers, or wellness websites to build authority and attract traffic.
Create Fresh Content: Consider adding a journal or blog to your website to keep it relevant, build trust, and enhance SEO. Read Does My Business Need a Blog.
Make Booking Easy: Ensure visitors can quickly find what they need, inquire and book your services with clear calls-to-action.
Launching in a new area can feel daunting, but with the right strategy in place, your website can do much of the heavy lifting for you. Whether you’re a Pilates instructor, florist, or creative professional, combining good design with SEO can make all the difference.
If you’d like to explore ways to make your website work harder for you, I’d love to chat!
