Idea-ware Relaunches LucilleRoberts.com
Lucille Roberts was a pioneer in personal exercise and weight loss and is today one of the most recognizable fitness brands in the NY, NJ and PA tri-state area. So Idea-ware was extremely excited to have an opportunity to relaunch the site for 2011. We began by reviewing a library of new visual assets that the firm had developed for its TV commercials and designed a new look & feel for the site around that style. We developed more detailed pages for each individual gym to highlight the unique value proposition of their almost 5o locations including local maps, photos and videos of each location.
Once the site was launched Idea-ware conducted an aggressive SEO campaign for organic, targeted PPC and local mapping results. We developed unique on-page text descriptions for all 100+ pages in the site embedded with the most heavily searched weight loss and fitness phrases. We developed 2 microsites that were integrated with a targated PPC campaign to drive free gust pass registrations. And we developed a program for eacg LR gym to solicit and post reviews on popular local search sites like Google/Yahoo/Bing Maps, Citysearch and Yelp.
Finally we engaged with LR in a strategic social media outreach effort helping them to better organized, standardize and link their individual gym Facebook pages, and develop several promotions with strategic partners such as Fila and Miracle Body Jeans.
We relaunched the site in January and within the first few weeks traffic and conversions were significantly higher. Web traffic and free gust passes were 25% higher than the year before and results from organic search were almost 50% higher. In addition, positive reviews and traffic from local map listings were up across the board.
Today searching on any term related to fitness or weight loss and a NY area neighbor hood (e.g. "brooklyn gyms" or "weight loss queens") will likely bring up a Lucille Roberts gym in the top 5 results.