- Client
- Britney Ford Fitness
- Industry
- Fitness
- Launch
- 2024
- Capability
- Website design and build
The brief
A trainer whose business is entirely online
An online personal training business has no studio for a prospective client to walk into. The website is the studio. It has to explain who the trainer is, what the programmes are, who they suit and how to start, and it has to do that on a phone, because that is where a client first looks.
The brief for Britney Ford Fitness was a site that carries the trainer's own voice and presence, sets out the programmes plainly, and makes the first step a single action.
The build
Presence first, programmes second, one way in
Eleven11 Digital, which delivers Opsian's small-business work in the United States, designed and built the site. The trainer leads: photography and a short statement of approach come before any list of services, because an online client is choosing a person before a programme.
The programmes follow, each with who it is for and what it involves, and every page ends the same way, with the path to get started. The site is built so that the trainer updates programmes, pricing pages and testimonials without a developer, which keeps it current as the business changes.
Why it matters
The same discipline at a small scale
Opsian's enterprise work starts by asking where a decision is made and what evidence it rests on. For a one-person online business the decision is a visitor's, made in a minute, and the evidence is the website. Eleven11 applies the same discipline: understand how the business runs, find where it loses people, and build around that.
Built on
Built through Eleven11 Digital
The small-business form of Opsian's software practice, delivered by its partner in North Carolina.
Outcomes
- A website that presents the trainer and the programmes in the order a client decides.
- One path to get started from every page.
- Content the trainer maintains without a developer.
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