One of the best perks about working with HubSpot is the ability to help local small businesses market their company in an efficient and affordable way. Our client, 12th Round CrossFit is a local CrossFit gym. Located in the heart of downtown Columbus Ohio, the gym has a dedicated, yet intimate member base.

However, owners Mike and Paul weren't settling for average. They were hungry to increase the visibility of their brand online and grow their member base. 12th Round Crossfit had a successful base product (CrossFit membership) and a strong story to tell.

NR Media Group worked to expose these aspects through a clean, converting website and a targeted content strategy to increase traffic and visibility. 

Challenge

With the number of CrossFit gyms rapidly increasing in the central Ohio area, 12th Round CrossFit needed to act fast in order to refresh their online presence and remain top of mind to the consumer.

In order to do this, the CrossFit affiliate needed a  website overhaul with multiple conversion points, and a brand new blog. The blog was the center point of the website redesign because we knew that we would be producing a high amount of content to quickly ramp up traffic.

In addition to having a stagnant website, 12th Round coaches Mike and Paul were essentially a two-man marketing team. Therefore, they needed a new content strategy to fuel the launch of their new website.

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Solution

Launchpad Website

Starting from scratch, NR Media Group successfully built a launchpad website for 12th Round CrossFit in exactly 60 days. According to the Growth-Driven Design methodology, a launchpad website is the most basic version of a website (while maintaining quality) that allows users to become interested in your products or services. 

This allowed our team to get a new site up and running in a month flat in order to focus on content creation in order to drive visitors to the page. It was also a very cost effective way for the client to receive a brand new website. Take a look at the before and after shots below.

Before:

Before redesigning 12th Round CrossFit's website, it was very obvious why they were not gaining any online customer. Their website had absolutely no conversion points or any way for potential members to get in contact with a 12th Round coach.

After:

As you can tell, this site is composed of only the essential elements of the business. An effective blog allows 12th Round CrossFit to create content to drive traffic to their site. Additionally, multiple conversion points have been placed throughout the homepage for effective lead generation.

Content Strategy

Because CrossFit is a very information-rich sport, this presented a great opportunity to create content that local CrossFitters would find helpful. With the new blog in place, all we had to do was create a content strategy that would drive visits to the new site and wait for the leads to start piling on.

In the 8 months that we worked with 12th Round CrossFit, this blog post, The Best CrossFit Blogs, Podcasts and Feeds You Must Follow generated over 600 organic visits to the website. A result that otherwise would have never been made possible had we not successfully redesigned the site.

Results

With a new website and defined content strategy, NR Media Group helped to successfully generate 4,000+ website visits throughout our 8 month relationship. This is due to launching a new website designed strictly to appeal to the user and creating quality content that attracts 12th Round's target personas.

Visits:

Leads:

Because we were able to increase 12th Round's monthly traffic numbers, this also resulted in increased the number of leads that generated as well. All contacts were directly housed in the HubSpot CRM for further lead nurturing.

What the client is saying...

"With little prior marketing experience, NR Media was able to take us from virtually no online presence, to having a complete environment of marketing outreach."

- Mike Myser, 12th Round CrossFit Coach & Owner

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