BeforeGeneric 2019 template
6.8-second load · pricing in a PDF · no visible call to action.
Demo projectRedesignRedesign · 6 pages
Gym Nordik: from a generic template to a free-trial machine.
A fictional brief, carried out like a real one.A fictional brief carried out like a real one: a neighbourhood gym in Limoilou, an aging website, and one goal—to lead every visit toward a free trial.
AfterCustom Caellum redesign
Under 1 second · free trial one click away on every screen.
The approach
Three decisions changed everything.
- 01
One goal per page
Everything leads to the free trial; the button stays within reach on mobile.Every page leads to the free trial. Pricing leaves the PDF, the schedule becomes readable, and the trial button stays within reach on mobile.
- 02
An identity that feels like the gym
Dark background, strong type, one vivid accent—not a template.No generic dumbbell image—a dark background, strong type, and one vivid accent make the site feel like the space instead of a template.
- 03
Speed as a feature
From 6.8 seconds to under one second. Measured, not promised.A custom static build, optimized images, and no unnecessary scripts take mobile loading from 6.8 seconds to under one second. Measured, not promised.
6.8 s → under 1 s
Mobile loading measured with LighthouseMobile loading measured with Lighthouse
3 clicks → 1 click
To reach the free trialTo reach the free trial from any page
6 pages
Home, pricing, schedule, trainers, free trial, contactHome, pricing, schedule, trainers, free trial, contact
Demo project: measurements compare the starting template and redesign under the same test conditions.