Website enquiries since launch
Ben reports receiving more than 50 enquiries through the website itself in the first month after launch.
BJJ Bondi Case Study
50+ Website Enquiries in the First Month
BJJ Bondi already had the coaching and reputation. The rebuild gave prospective students a much clearer path to enquire, book a class and become a member.
BJJ Bondi owner Ben Miller estimates that more than 80% of those website enquiries went on to become paying members.
Ben estimates became paying members
According to BJJ Bondi owner Ben Miller, more than 80% of the website enquiries went on to paying memberships.
The problem
The old website was creating friction.
BJJ Bondi was already an established Brazilian Jiu-Jitsu gym. The issue was not the quality of the coaching or the classes. The website was the weak link between someone becoming interested and actually taking the next step.
“The old website was clunky and outdated. It was not user friendly and did not link to member services.”Ben Miller, BJJ Bondi
A prospective student, especially a complete beginner, should not have to hunt around to understand the gym, work out what to do next, find how to book, or figure out how membership works.
Every unnecessary decision creates another place for that person to leave.
The approach
This was not a cosmetic redesign.
The rebuild focused on what a prospective student needs to see, understand and do before they feel comfortable taking action.
Clearer messaging
Make the gym and the beginner value proposition easier to understand without requiring prior BJJ knowledge.
Easier navigation
Give prospective students obvious paths to programs, timetable, location and the next step.
Obvious actions
Use clear trial and enquiry calls to action instead of making a new student work out what to do.
Membership integration
Connect the website to the gym's membership system so the journey can continue from interest to class booking and sign-up.
Beginner-focused pages
Give first-timers useful context around BJJ, kids classes, instructors, timetable and what happens next.
Mobile usability
Keep the main paths simple and usable for prospects arriving from a phone.
“Once the new site went live prospective students were able to easily navigate to book a class and sign up to membership.”Ben Miller, BJJ Bondi
The result
The site launched. The enquiries followed.
50+ website enquiries in the first month.
Ben reported receiving more than 50 enquiries through the website itself in the first month after launch.
80%+ estimated to have become paying members.
Ben estimates that more than 80% of those enquiries led to paying memberships.
Client testimonial
“I had a great experience working with Sam. Quick to respond to questions and any issues were able to be answered and remedied.”
“I would 100% recommend working with Sam for our website, including linking any payment platforms to it. Now the website looks professional and the traffic through it has increased dramatically.”
Ben Miller
BJJ Bondi
Before and after
The transformation in one view.
Before
- Clunky and outdated website
- Difficult navigation
- Disconnected member services
- More friction for prospective students
After
- Clearer prospective-student journey
- Easier path to book a class
- Membership system connected
- 50+ website enquiries reported after launch
- 80%+ estimated by the owner to have become paying members
The bigger lesson
A good-looking website is not enough.
A martial arts website should move the right prospective student from “I'm thinking about training” to actually enquiring, booking and walking through the door.
BJJ Bondi shows why that matters. When the path became clearer, the website stopped being just an online brochure and became a much stronger part of the gym's acquisition process.
What this means for your gym
You may not need more traffic. You may need a better path for the traffic you already have.
If a beginner lands on your website and has to hunt for the timetable, guess which class to choose, work out how to enquire or jump between disconnected systems, you are making the sale harder before anyone has even spoken to them.
BJJ Bondi had a real gym behind the website. The opportunity was making the online journey do a better job of getting prospective students to take action.
That is the same thing I look for when I review a martial arts gym: where are beginners getting stuck, and what needs to change to make the next step obvious?
Get Martial Arts Leads
Your website should be pulling its weight.
If people are finding your gym but too few are taking the next step, there is probably friction somewhere between interest and enquiry. I help martial arts gyms find it, fix it and build a clearer path from beginner interest to booked trials and memberships.