Client
Duration
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Web Design
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Branding
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SEO
A gym that had outgrown its website
HouseFit had the hardest part of the job already done. Certified trainers, a modern gym space and a loyal clientele in Toronto. The website just hadn't caught up. We rebuilt it from the ground up: sharper information architecture, a visual identity pulled from the physical studio, and a mobile-first Squarespace build made to convert, not just exist.
About the project
HouseFit's website was working against the business it was meant to represent.
The navigation buried what mattered, the content hadn't been touched in years, and the design no longer looked anything like the studio walking through its doors every day. One thing was working, though. The SEO was quietly excellent, and we weren't about to touch what wasn't broken. Everything else got rebuilt around it.
Challenges
A redesign that couldn't afford to lose the one thing already working.
Most of this website needed to change including the structure, story, look, feel. But its search rankings were outperforming competitors, built on years of well-written headings and descriptions. The brief wasn't just "redesign it." It was "redesign it without breaking the one system already earning trust with Google." That meant every architectural decision had to protect existing SEO equity while fixing everything wrapped around it.
Solution
A mobile-first rebuild, grounded in the studio's own space and built to think ahead.
We reworked the information architecture first by simplifying navigation, cutting orphan pages, and rewriting the primary CTA around a clearer path to booking. Since most visitors were arriving on mobile, every layout was designed there first and scaled up. The visual identity was pulled directly from HouseFit's physical space. Minimal and white-space-heavy were the keywords, letting the studio's own photography carry the color. Custom components like pricing cards, testimonial carousels, sticky CTAs were hand-built on Squarespace 7.1 to give an off-the-shelf platform a fully custom feel. Then we went a step further: alongside traditional SEO, we optimized copy for how AI search actually reads and recommends businesses, writing in the natural, conversational language today's discovery tools favor over old-school keyword stuffing.
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