FitChallenge, a Case Study

Launching a mobile app based on data

FitSquad App was in super early beta when I was brought in.

They were ranking for keywords, but none of them were relevant and conversions were essentially 0.

So we rebranded, fixed their website, and optimized everything under one umbrella, FitChallenge.

FitSquad SEO growth

Problem / solution

FitSquad App was ranking for 36 keywords when I was brought in.

Unfortunately, the majority of these keywords were related to an improperly structured Webflow website. No conversion potential.

Our ranking keywords looked like this: “webflow css grid”, “webflow ecommerce pricing”, “webflow ecommerce templates”, “sometext”

That said, there was light at the end of the tunnel. There were a few keywords related to “fitness challenges”, “workout routines”, and “workout accountability” creeping their way up the rankings. So we took these seeds of possibility and explored the intent that led these searchers to FitSquad App.

The solution ↓

SEO

  • Fitness Challenges
  • Workout Routines
  • Workout Accountability

These were keywords we kept seeing in our SEO audits and AppStore research.

We determined that Fitness Challenges had enough search traffic and was realistic to become a topical authority in.

So we optimized all technical, on & off page SEO around this central theme.

Market research

We wanted to make sure we were going in the right direction, so we focused heavily on research.

The techniques we used to validate our assumptions:

  • AppStore search data
  • User surveys
  • Unbounce landing page test

Rebrand

The website was a mess.

We had 205 SEO issues, a homepage that wouldn’t load, screenshots of the app wireframe as our images, and no cohesive theme anywhere.

We decided what our win was (app downloads) and made sure everything from the homepage hero to our messaging helped us achieve this win.

Our approach ↓

SEO Overhaul

FitChallenge SEO tasks | Step 1, cleanup. Step 2, optimize.

Within a couple months we had the site cleaned up, drastically improving our On-page SEO score and search traffic. Importantly, it improved the quality of traffic coming to our site (more fitness related keywords, less Webflow).

While working on the technical and general cleanup of the site, our market research efforts were well underway.

By month 3 the results of our research were clear and we began optimizing all content to revolve around the keyword we had chosen to be a topical authority in, Fitness Challenges.

Months 3-6 were spent creating a pillar page, supporting blog content, and blog templates that would sync with the in-app fitness challenges. That’s when the our traffic starting growing steadily in direct correlation to downloads.

Market research

Making FitChallenge a topical authority

There was healthy debate between Fletch Marketing and the FitSquad team about what the new name should be and what topic we wanted to be a authority in, a debate that landed us on FitChallenge. It had great search traffic both in search and in the app stores, and was realistically for us to achieve.

Once we knew which direction we wanted to head, we got into the competitor research. We wanted to know:

  1. What was the searchers intent when looking for a fitness challenge app
  2. What were the competitors currently on the market lacking? How could we improve upon what they offered? Competitor segmentation was done based on targeted keywords, and whether the app was advanced & individual, advanced & social, or for individual workouts.
  3. Of the people using FitSquad, what was it that kept them around? How could we improve upon that and turn it into a Unique Selling Proposition (USP)

With this research, we now knew what our content marketing strategy should look like, what our brand messaging/tone/voice would be, and what our win was.

Rebrand & Web design

Purpose and clarity on every point of contact with FitChallenge

What was our goal for the website? How was FitChallenge different? What made it memorable?

Those were all questions that were answered clearly and succinctly once the website was optimized and our topic chosen.

Getting fit means challenging yourself. Achieve your fitness goal in 30 days. Download here (our win). You’ll thank yourself in 30 days.

This promise resonated through every image and piece of content we put on the website and app from the time of implementation (month 3), until our contract concluded (month 6).

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