The problem
A well-designed website that does not convert is expensive wallpaper. This gymnasium and aquatic centre had a site that looked the part. It did not do the work.
The user journey had never been built around the sales objective. Data capture was fragmented, and the path from interest to enquiry to membership leaked at every stage.
The thinking
The problem was structural, not aesthetic. So the work started from the sales target, and the question became what the site had to do, step by step, for that target to be reachable.
The work
The user journey was redesigned with those targets as the anchor: better data capture, less friction, and a clearer path from first visit to lead to sale.
The result
A site organised around what the business needed it to do, with each step in the journey accountable to the step after it.