TORA CREATIVE
Fitness website conceptConcept Project

Hart Strength

A website concept for a Richmond strength coach, built to explain the coaching method clearly and turn interest into booked consultations.

  • Website Design
  • Personal Brand
  • Programme Structure
  • Consultation Flow
View Live Site(opens in a new tab)

Opens the demonstration build at hart.toracreative.com.au.

hart.toracreative.com.au
Hart Strength homepage: a split hero reading 'Stronger in the gym. More capable everywhere.' beside a photograph of the coach.
Open the Hart Strength demonstration build in a new tab

Concept Project

This website was designed and built by Tora Creative to demonstrate its approach for this industry. It was self-directed rather than commissioned, and no performance, ranking or enquiry results are claimed for it. The demonstration build is published at hart.toracreative.com.au (opens in a new tab).

The Business Problem

Coaching is bought on trust in the coach, yet most trainer websites are a list of session prices. Without a clear account of the method and who it suits, a prospective client cannot tell one coach from another and defaults to whoever is cheapest or closest.

Intended Audience

Melbourne women seeking structured strength coaching rather than a gym membership -- typically people returning after a break, working around an injury, or tired of guessing their way through conflicting advice online.

Website Strategy

Put the coach and the method ahead of the price list. Three coaching formats -- private, small group and online -- each explain who they suit and how they run, so someone can rule themselves in before enquiring. A dedicated six-week beginner programme answers the objections that actually stop people starting, stated in their own words, and the consultation rather than the sale is the conversion point, which suits a service where fit matters on both sides.

Design Direction

Bold and high-contrast for a personal brand: oversized condensed display type, near-black and warm off-white, and full-bleed training photography carrying the right-hand side of the page. The restraint in the palette keeps the attention on the coach and the writing.

Page Structure

  1. 01Home -- the coach, the method, coaching overview
  2. 02Coaching -- private, small group and online formats
  3. 03Strong Start -- six-week beginner programme
  4. 04About -- the coach's background and approach
  5. 05Results -- client stories, by challenge and outcome
  6. 06Contact -- consultation enquiry
  7. 07Privacy and terms

Intended Conversion Path

  1. 01Arrives via social content or local search
  2. 02Reads how the coaching approach works
  3. 03Identifies the format that fits their situation
  4. 04Sees their own hesitation answered on Strong Start
  5. 05Books a consultation through the enquiry form

Inside The Site

Screenshots of the key pages as they were built.

Hart Strength homepage hero with large display type beside a photograph of the coach in a gym.
Homepage hero, split between statement and studio photography
The Hart Strength private coaching section, headed 'One client. One focus.', beside a training photograph.
Coaching formats, each explaining who it suits
Hart Strength results page listing client stories in three columns: challenge, coaching and result.
Client stories, set out as challenge, coaching and result
The Hart Strength contact page, headed 'Let's talk about your training.'
Consultation enquiry, framed as a conversation

Proposed Integrations

The systems this site is structured to connect to.

  • Online booking and calendar availability
  • Consultation enquiry form
  • Email marketing for programme intakes
  • Google Analytics with booking conversion tracking
Next Concept

Orlo

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