Having a powerful website that embodies your brand— and a strong digital marketing ecosystem that supports it— is essential to connect and resonate with your target audience. Whether you’re opening your business’ doors for the first time or have been a local staple for years, now is the right time to create an on-brand website presence.
“I couldn’t be happier with the experience I had (and still do) working with LONDONmiddlebury. From start to finish, Ashley, Matt and team, are professional, attentive, and incredibly skilled. When building out my business website, they truly took the time to understand the vision and brought it to life, far exceeding my expectations. The site itself was everything I had envisioned, but it’s also functional and user-friendly. They continue to update my site as needed and were an integral part when building out my app. They helped in ways I could never have done on my own being unfamiliar in the tech space.
I’ve worked with the team on other projects such as monthly newsletters, SEO marketing as well as Instagram and facebook ads. They are a full-service group- combining creativity, technical know-how, and a passion for delivering exceptional results. They’ve brought my business to the next level and I’m beyond grateful!”
—Sydney Sifers, Owner of The Body Lab
Creating a functional, cohesive, and on-brand website
The Body Lab is a boutique Pilates studio with two locations in Williston and South Burlington, Vermont. The Body Lab prides itself on having Reformer Pilates classes with a modern spin that “transforms your body,” increasing strength and flexibility, building muscle, and keeping the body mobile.
In anticipation of the first studio’s grand opening, The Body Lab’s owner came to LONDONmiddlebury to develop a new website. It needed to be extremely functional, cohesive, and channel The Body Lab’s branding to resonate with customers.
Implementing multiple aspects of the digital marketing ecosystem
When we first began our work with The Body Lab, we knew we wanted to build their website on Wix. Wix is one of our favorite website platforms, especially when we want to incorporate beautiful, responsive, and out-of-the-box design. For this website, we wanted to include photos and videos from inside the studio to give a face behind the brand. This imagery meshed perfectly with the style we wanted to channel for The Body Lab website: black and white, chalkboard-style writing, and a strong, yet welcoming energy that disarmed any nerves for potential customers trying the Reformer for the first time. 
In Wix, we implemented dynamic databases to populate the FAQ page and scheduling page, making it easy on both the customer side and in the backend. We wanted to make sure The Body Lab’s clients could easily sign up for classes, so we incorporated a scheduling page that integrated with MindBody and later, Xplor Mariana Tek, both premier scheduling platforms in the health and fitness industry.
From the beginning, we knew a blog would be valuable to The Body Lab in terms of showing thought leadership and brand values, as well as improving searchability through search engine optimization (SEO). Each quarter, we met with The Body Lab’s owner, Sydney, to suggest blog topics and gather soundbites. From there, we brainstormed monthly blog topics supported by extensive SEO research to create content that would most appeal to The Body Lab’s target audience.
Besides providing insight and personality, The Body Lab’s blogs were also a fantastic way to deliver value in monthly newsletters. We created these newsletters in Wix’s email marketing platform, Ascend, to share blogs, upcoming events, policy changes, and Milestone Club updates with loyal members. This effort was a great touchpoint to remind existing customers why they love The Body Lab and provide them with something valuable in return. Plus, the newsletters were a valuable method for driving traffic to the website.
When it comes to the marketing funnel, digital ads are a great entry. We found that The Body Lab’s target audience would most engage with Google Search, Google Display, and Meta ads. The most important purpose of these ads was to be accepting and interesting so users would go to the website. Our sleek, branded designs shared the benefits of Pilates with an embracing tone to best captivate potential customers.
Impact: a website that embodies The Body Lab
We delivered a beautiful and functional website that, according to Sydney, The Body Lab’s owner, encapsulates the studio’s energy and branding. The website includes a matching blog that we updated consistently every month— several ranked highly on the Google Search Engine Results Page (SERP) for their targeted keywords, giving the studio more visibility to its potential audience. These blogs played a strong role in the valuable monthly newsletter, which had a higher-than-industry-standard open rate and click-through-rate, connecting and engaging current customers. Digital ads performed well across platforms, with a 13% all-time click-through-rate, significantly higher than the industry standard.
The Body Lab’s transformation reveals what we know to be true: a strategic digital presence is more than just a website, it’s a narrative of brand identity. By thoughtfully integrating design, content, and marketing strategies, brands can create a digital ecosystem that attracts potential clients and nurtures existing relationships.
Ready for a website that meets all of your marketing needs? We’re here to help. Reach out today!