Wilmington Performance Lab• A privately owned business - 2011

• Personal training facility - focuses on individual’s overall personal health

• 5 personal trainers and 1 registered dietician

• Schedule: Monday-Friday 6:00am to 7:00pm, break from 1:00pm to 4:00pm

• Free group workouts every Saturday morning at 9:00am - attendees are encouraged to donate to a monthly beneficiary

• Located in Randall Business Park off of Burnt Mill Drive

Website Objective• Create awareness of business for potential new clients

• Allow access to registration forms

• Keep current clients updated on all gym activities

• Provide information on healthy lifestyles and injury rehabilitation methods

WPL-SE Appearance

Likely KPs & Page Rank:

• Wilmington Fitness- Page #4 – 1 = 31

• Wilmington Exercise- Page #1 – 10 = 10

• Wilmington Personal Trainer- Page #1 – 4 = 4

• Wilmington Personal Training- Page #1 – 5 = 5

• Wilmington Private Trainer- Page #1 – 6 = 6

Competitors Ranking Much Higher Than Us

URL Why?

1. GoGirlFitnessStudio.com KP: Wilmington Private Trainer/ing

Words “personal training” in meta title

2. TopsAthletics.com KP: Wilming Private Trainer

Keyword rich meta description, outgoing links

3. PlanetFitness.com KP: Wilmington Gym

Franchise, keyword rich meta description, links with anchor text

Competitors We Rank AboveURL Why?

1. WilmingtonLadyFitness.com KP: Wilmington Private Trainer

No meta description

2. MontysBootcamp.com KP: Wilmington Personal Trainer/ing

Few KP’s within website

3. InnerStrengthPersonalTrainer.com KP: Wilmington Personal Trainer/ing

Few keywords in meta description, poor link structures

4. TrainWithLamaine.com KP: Wilmington Personal Trainer/ing

Home page only video, no indexable text

WPL Website Issues• URL: WilmingtonPerformanceLab.com

• Website appearance seems intimidating and cold

• No Yelp listing on website

• No contact info above the fold

• Some links do not go to the correct page

• Some services listed are no longer offered

• No registration link for nutrition

Website Design

To increase usability:

• Change background color to light grey• More inviting, not as intimidating

• Black text instead of white• Easier to read

• Use more blue as an accent• To highlight key points of page• Section headers

WPL SE Issues

SEO Issues:

• Domain name (URL - not using a primary KP)• No copyright listed• 13 broken links (using broken link checker)• Meta description not as keyword rich as competitors’• Banner slides are all images (information cannot be indexed)• Add keyword rich anchor tags

Recommendations

Priority Issues:

1. Place contact info above fold2. Fix links to go to correct pages3. Create registration link for nutrition4. Change domain name5. Include more keyword phrases on website and source code

Detailed Recommendations

Priority Issue #1:

Place contact info above fold

• Add contact info at top of every page• Take google map off, and add a clickable address that links to

google map

Detailed Recommendations

Priority Issue #2:

Fix links to go to correct pages

• Delete all broken links• Check website links monthly for outdated/expired links• Contact businesses about incoming links• Add and maintain links: popular global, local/topic-specific, social• Use anchor text

Detailed Recommendations

Priority Issue #3:

Create registration link for nutrition

• Upload “fillable” nutrition forms• Create a submit button

Detailed Recommendations

Priority Issue #4:

Change domain name

• Available domain names:• WilmingtonBodyAndNutrition.com• WilmingtonPerformanceTraining.com• WilmintonWellness.com• Wilmington-Personal-Training.com

Detailed Recommendations

Priority Issue #5:

Include more keyword phrases on website and source code

• Enhance keyword density in meta description• Add more keywords to website content• Enhance homepage with keywords and punctuation• Add “nutrition consultations” to meta title• Use alt tags and anchor text• Change logo picture into indexable text

Current Meta Description

"Wilmington Performance Lab is a personal training gym catering to clients’ individual needs. We offer group classes, body fat testing & nutrition classes.”

• Keyword/phrase count: 4• Note (no longer offer body fat testing)

Enhanced Meta Description

Not your typical gym experience. Through personalized workouts, nationally certified trainers, and nutritional counseling, we strive to help you obtain your fitness and wellness goals.

Keyword/phrase count: 6

Current Homepage

Wilmington Performance Lab is a privately owned personal training facility catering to each individual clients needs and fitness goals. Nationally certified trainers with a four year degree in either physiology, kinesiology, or exercise sports science work hand in hand with each client to ensure that all workouts are challenging, but specific to current fitness levels and progressed at the proper pace. To optimize ones results individuals should complete a thorough assessment and Functional Movement Screening, allowing trainers to assess the client for restrictions in movement, faulty patterns, asymmetries, or imbalances in specific movement patterns before beginning any training program By completing this screening we are able to ensure that strength is not being built on top of dysfunction. Instead, we focus on repairing the foundation with corrective exercises, and instilling quality movement and form first, then we work on building strength. This enables us to build impressive levels of fitness for our personal training clients, while maintaining their health and well being, and avoiding injuries in the process.

• Keyword/phrase count: 19

Enhanced Homepage

Wilmington Performance Lab is a privately owned personal training facility catering to the individual client’s health, fitness, and nutritional goals. Nationally certified trainers and a registered dietician use their expertise of strength training, total body fitness, and dietetics to work hand in hand with each client to ensure that all workouts are challenging, but specific to current fitness levels and progressed at the proper pace. To optimize one’s fitness results and ensure that safe exercise methods are implemented, individuals will complete a thorough assessment and Functional Movement Screening. This allows trainers to assess the client for restrictions in movement, faulty patterns, asymmetries, or imbalances in specific movement patterns before beginning any training program. By completing this screening, we are able to ensure that strength is not built on top of dysfunction. Instead, we focus on the basics of exercise by repairing the foundation with corrective exercises and instilling quality movement and form first. We then work on building strength. This enables us to build impressive levels of fitness for our personal training clients, while maintaining their health and well being, avoiding injuries in the process.

• Keyword/phrase count: 25