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SD Evolution
Founded by Alessandra and Josh Scutnik
OVERVIEW
We partnered with SD Evolution to create a cohesive brand and website strategy that positions them as leaders in the online fitness coaching space. Our work spanned from refining their brand messaging to redesigning the website for better user experience and conversions.
Services:
Website Strategy, Brand Strategy and Messaging, Brand Identity Design, Website Design + Development
Industry:
Health + Fitness Coaching
Project Link:
sd-evolution.com
THE CHALLENGE
SD Evolution, a thriving online fitness coaching brand, sought to scale its operations and improve the user experience for both its 1:1 coaching clients and app subscribers. Alessandra and Josh faced challenges with inconsistent web traffic, minimal tracking capabilities, and heavy reliance on social media for lead generation. They wanted to build additional organic growth strategies and optimize their website to drive more conversions–especially through segmented lead magnets and webinars.
The Goals
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Create a user-friendly website optimized for search engines and higher conversions.
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Develop cohesive and scalable brand messaging across all touchpoints.
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Build brand identity elements that reflect SD Evolution's leadership and experience in the health coaching space.
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Improve and increase website traffic and engagement while driving leads to 1:1 coaching and app sign-ups.
THE SOLUTION
1. Brand Strategy + Messaging
We developed a clear and powerful brand strategy for SD Evolution that aligns with their goals of becoming a recognized leader in the fitness space. The messaging emphasized sustainable health and fitness habits, leadership, and accountability–with a tone that is bold, confident, and empathetic.
For this client, we introduced the concept of SD Evolution as a "Health Concierge"—not just a fitness coach, but a partner in long-term health success and habit building. This elevated verbiage and positioning was integrated across all messaging platforms to create a more cohesive and recognizable brand.
2. Brand Identity Update
SD Evolution’s brand identity was refreshed to reflect its growing role as a leader in online fitness coaching. We crafted a sleek and modern logo with a dynamic blue flame symbol, representing transformation and progress. This new look was paired with a bold color palette and typography family that resonates with the fitness community, striking a balance between elegance and power.
3. Website Strategy + Development
We designed a website strategy aimed at optimizing user flow, improving engagement, and driving conversions. Our key focus areas included:
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Lead Generation & Funnels
We helped SD Evolution create segmented lead magnets to attract both warm and cold leads, including freebies and webinars, which drove users into their sales funnels.
We helped SD Evolution create segmented lead magnets to attract both warm and cold leads, including freebies and webinars, which drove users into their sales funnels.
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Enhanced User Experience
We revamped the website layout to make it more intuitive and user-friendly, focusing on conversion points like clear CTAs and easy navigation through their services–such as the 1:1 coaching page and app subscription.
We revamped the website layout to make it more intuitive and user-friendly, focusing on conversion points like clear CTAs and easy navigation through their services–such as the 1:1 coaching page and app subscription.
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Tracking & Analytics
A key part of the strategy was implementing robust tracking systems, including A/B testing and user feedback loops, to provide SD Evolution with clear data on what was working and where improvements could be made.
A key part of the strategy was implementing robust tracking systems, including A/B testing and user feedback loops, to provide SD Evolution with clear data on what was working and where improvements could be made.
THE PROCESS
1. Research + Analytics
We began with in-depth research, including audience analysis, user journey mapping, and competitive analysis, to identify the areas that needed improvement in SD Evolution’s existing website and brand messaging. Key insights were gathered through user surveys, Google Analytics data,heat mapping, and online behavior analytics tools.
2. Collaboration
Alessandra and Josh were involved throughout the process, providing feedback on brand direction and website structure. Our team worked closely with them to ensure the final product aligned with their vision for scaling their business.
3. Design + Development
The website was built on Webflow for flexibility and ease of updates. The design incorporated streamlined navigation and clear calls to action that encouraged visitors to sign up for coaching or download the app. Special attention was given to the layout of key pages ensuring they were optimized for user engagement.
The Outcome
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Increased Conversions
The redesigned website led to higher conversion rates for both the 1:1 coaching services and app downloads, with users finding it easier to navigate and engage with SD Evolution's offerings.
The redesigned website led to higher conversion rates for both the 1:1 coaching services and app downloads, with users finding it easier to navigate and engage with SD Evolution's offerings.
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Brand Clarity
The refreshed brand identity and messaging helped solidify SD Evolution’s position as a leader in the health and fitness space. Its updated and enhanced branding gives it a more recognizable and professional look and feel, making SD Evolution an even more trusted voice for its clients and target audience.
The refreshed brand identity and messaging helped solidify SD Evolution’s position as a leader in the health and fitness space. Its updated and enhanced branding gives it a more recognizable and professional look and feel, making SD Evolution an even more trusted voice for its clients and target audience.
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Improved Website Traffic
By implementing SEO best practices and optimizing the website for search engines, SD Evolution saw a noticeable increase in organic traffic, driving more qualified leads to their funnels.
By implementing SEO best practices and optimizing the website for search engines, SD Evolution saw a noticeable increase in organic traffic, driving more qualified leads to their funnels.
Our partnership with SD Evolution resulted in a robust brand and website strategy that improved user experience and also positioned them for long-term success in the fitness coaching industry.
The new messaging, identity, and website have set the stage for continued growth and scalability as Alessandra and Josh continue to empower clients through their unique approach to health and fitness.
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